Understanding Cognitive Biases for Better CX
Personalize your marketing
Social proof is most effective when it feels personal to your buyer. A good customer data platform allows you to make nearly all marketing communications personalized to the user.
In 2021, this means far more than an email that starts “Dear Nancy” or concludes with “Let us know if you need anything else, Doug!” Customer data platforms have detailed knowledge of shoppers’ behavior thanks to the single-customer view and are able to use artificial intelligence to make predictions about the future shopping behavior of previous customers.
Personalizing communications makes your customers feel valued and special and allows them to see products chosen especially for them. A good customer data platform will use AI to optimize what time to send the message, what should be in the message, and to best track the results of the communication. This is essential to truly tapping into the social proof cognitive bias.
Create excitement in your customer base
Display a view count banner, a notification of how many people bought the product in a defined time period such as today or this week.
This can be done easily with a customer data platform by creating website overlays or banners for certain important pages to communicate a key message to shoppers. “17 sold this week” or “only 4 t-shirts left in stock” will help generate a sense of urgency and excitement among shoppers.
Bias #2: Choice overload
Giving shoppers the correct number of product choices is essential in facilitating the purchasing process. Shoppers are faced with the paradox of choice when the right
