It's can often seem difficult to know exactly what motivates consumers to buy a particular product. It could simply be that they need it. However complex reasons like vanity self-improvement or fear of missing out often play a part in buyer motivation.
Luckily eCommerce marketers are well-positioned to figure out the buyer motivation of their audience and create campaigns accordingly. Here's everything you need to know.
Buyer motivation is the driving force behind your brand's online conversions. In essence it's about the psychological factors which cause prospects to convert.
Understanding these motivations can help brands better position their products and effectively engage consumers at every stage of the consumer journey. If you can speak directly to the wants and needs of your audience you're sure to attract more conversions.
Buyer motivations are complex and often overlap. Sometimes they are rational; other times they are emotional. Often consumers aren't even conscious of their motivations. But generally marketers can categorize buyer motives using these eight headings.
Need is probably the most powerful purchase motivation. If a shopper genuinely needs your product they are likely to buy it. However consumers won't always be aware of this need - especially if you're selling a new product that consumers aren't yet familiar with.
Marketers can take advantage of this purchase motivation by highlighting a problem and then showcasing how their product addresses it. Brands can use this narrative to appeal to consumers through videos blog posts ads product descriptions and social media posts.
Most consumers buy more than just basic necessities. They often invest in non-essential products that make them feel good too. This is a big buyer motivation for consumers of luxury clothing but it can also apply to expensive perfumes gourmet foods and indulgent confectionery.
eCommerce marketers can take advantage of this consumer motivation by positioning their products as luxurious and enjoyable. Branding lifestyle marketing product imagery and descriptive copy are all key here.
When prospects want to purchase something simply because everyone else is acceptance is the customer motivation at play. It is usually behind fleeting fads and trends.
To reach consumers who don't want to miss out on the next big thing marketers should use influencer marketing and native content campaigns. This is an important purchase motivation for the fashion toy fitness and beauty industries.
Many shoppers buy products that align with their personal ambitions and desires for self-improvement. They may aspire to be stronger smarter richer or more successful.
If you think your audience is motivated by aspiration highlight how your products can help them. Engage them with resources that will help them achieve their goals and highlight your product's role in that journey.
Alternatively you can collaborate with influencers and celebrities to show people that by using your products they can be like someone they admire.
There is no doubt that fear is a powerful motivator in all aspects of life - and this is no different when it comes to making a purchase. While you should avoid scare tactics you can stress how your products address common fears.
This is a highly relevant buyer motivator for brands that sell vehicles home security systems children's products and equipment for use in the workplace. If your products help users adhere to laws safety standards or social norms in any way fear can be a motivator too.
Consumers are happy to invest in products that can protect or improve their wellbeing. With the rise of global wellness culture and the pandemic making people more health-conscious than ever before this is an important purchase motivation.
In a recent survey 42% of consumers said that wellness was a top priority for them. So if your products are beneficial to people's wellbeing in any way be sure to let them know.
Impulse purchases don't require much thought or consideration. That's why marketers need to create a sense of excitement urgency and FOMO to encourage shoppers to act quickly.
Marketers can take advantage of this buyer motive with flash sales limited edition products and 'while supplies last' offers.
The potential to save or make money can provide strong purchase motivation for both B2B and B2C customers so be sure to demonstrate why your products make good investments.
Many D2C brands highlight how cutting out the middleman saves shoppers money. Dollar Shave Club's no-nonsense launch campaign did just this by pleading with viewers to stop paying for shave tech you don't need .
If this is among your audience's buyer motives case studies testimonials and price comparisons will be important for your eCommerce marketing.
By defining buyer motives using the eight categories listed above it becomes easier to segment and target your audience in a meaningful and engaging way. That's why this is an essential exercise for every eCommerce marketing team.
