Your marketing funnel is a series of steps that lead to a sale, and each of those steps has its own conversion rate. The challenge is keeping those conversion rates high as you are asking more and more of your prospects. By using the Weber-Fechner Law neuromarketing strategy, you can simplify each of those steps in a way that boosts their conversion rates without making substantial changes to your existing systems.
There’s a saying that if you want to boil a frog, slowly heat the water. It won’t notice the change in temperature until it’s too late.
Scientists have proven that humans are subject to the same weakness, only noticing large short-term differences in our work loads. If we are adding weight to your backpack, you would notice a 10-pound difference, but not necessarily a 10-ounce difference. This effect has come to be known as the Weber-Fechner Law, named after the scientists who ran the original research.
The scientists behind the Weber-Fechner Law: Ernst Heinrich Weber (left) and Gustav Fechner (right)
This psychological principle is at the backbone of our Overwhelm Control strategy. It uses the Weber-Fechner Law to boost the conversion rates of your sales, onboarding, and upsells processes. Watch the full neuromarketing strategy video to learn how to implement it into your business.
Using Weber-Fechner Neuromarketing To Boost Your Marketing Funnel Conversion Rate
The key to using the Weber-Fechner law is to start small and remove friction.
Begin a sales funnel with a small request of your prospect. Give them something valuable in return, removing as many hurdles as possible along the way. At the outset of your relationship, a prospect will be more willing to give up an email address than a phone number. This is what we mean by starting small.
The prospect is also likely to be shopping around, so it’s critical to remove obstacles to taking the next step in engaging with you. The perceived cost of engaging with your brand increases with every additional step in your funnel, so reducing those steps will lead to a higher overall sales conversion rate.
For example, if you are offering a consultation, instead of asking what times they have available, suggest some times immediately using a scheduling tool like Calendly. Then, as the sales process unfolds, add a level of personalization by asking what their specific challenges are (for a deep dive on this, see Ryan Levesque’s ASK Method).
The addition of an element of personalization will create the sense that their increasing investment of time and energy with your brand is starting to pay off.
Our desire for self-expression is so strong that it will bind us to the person (or brand) asking us to talk about ourselves in detail. Your prospect will feel that they are having a personalized and valuable experience, you’ll get more information on their background, and you’ll have a higher conversion rate of prospects to sales (without a massive amount of added effort).
Using Weber-Fechner Neuromarketing To Boost Your Onboarding Conversion Rate
Once someone has bought your product or service, the countdown timer of buyers remorse begins. It’s essential at this exact moment to utilize the Overwhelm Control strategy to keep the excitement high of working with you – while avoiding any level of burden.
In his bestselling book, Never Lose A Customer Again, Joey Coleman explains the importance of preventing buyers remorse through a process he calls “Activation.”
“Almost every businessperson has heard of the buyer’s remorse concept, yet few businesses do anything to counter their customer’s feelings of fear, doubt, and uncertainty.”
Joey Coleman – Never Lose A Customer Again
Joey explains that the best thing you can do after a purchase is “Activate” the customer. This means building a sense of excitement around working with you. At Vivid Labs, we refer to this process as onboarding – getting somebody “on board” with your company in a way that excites them about every next step. Your conversion rate in the onboarding process is just as important as in the sales process. If you’re not paying close attention to it, refunds and complaints will start to rise.
Many companies’ onboarding processes do the exact opposite of what they’re supposed to do. They drive away the newest, most excited clients at the exact moment they need to be brought closer. This is more due to a lack of process than anything – even a simple “welcome” email does wonders in kicking off a healthy client relationship.
We’re going to use the Weber-Fechner law to ensure your onboarding conversion rate is as high as possible.
When someone buys from you, they’ve already invested a considerable amount of time (and money) into deciding to work with you. At this point, they won’t mind investing a little more time to learn how to get the most out of what they purchased. Be sure to take advantage of this engagement, because it won’t last forever.
Make a move immediately after a purchase in order to, as Joey says, “Activate” your newest clients. The Weber-Fechner law will keep them moving through your onboarding process – but you must provide them with a series of small, simple steps that will carry them out of the typical buyer’s remorse experience.
Try encouraging new clients to book a kickoff call, watch an on boarding video, or start going through a product training. By keeping the steps small and by removing obstacles to the onboarding process, your onboarding conversion rate will increase and refunds will drop.
Using Weber-Fechner Neuromarketing To Boost Your Upsell Conversion Rate
Even though your customer has reached their “a-ha!” moment in their onboarding process, their journey is far from over. If your business has upsells, cross-sells, or down-sells, the time will come (and sooner than you think) to return to your customer to make another pitch.
Here, too, the Weber-Fechner law gives us guidance on boosting our sales conversion rates on secondary and tertiary purchases.
As your customers and clients begin to use their initial purchase, they’ll naturally start to spend more time with it. Their level of comfort with engaging with your brand will increase. It’s tempting at this stage to think that this level of comfort translates perfectly into a willingness to make another purchase. This couldn’t be further from the truth.
While it’s true that a satisfied customer is more comfortable with your brand, they aren’t ready to give you an hour of their time for another sales call. It’s still out of the question, especially immediately following a recent sale.
We need another way to continue the sales momentum and keep our upsell, cross-sell, and downsell conversion rates high – without causing our new customer to feel like we’re asking too much. This is where value-based questions can really shine.
A value-based question is something like, “would this type of add-on make this tool easier to use for you?” or “what kind of additional service would save you time in working with us?”
Sent over email or another informal medium, a question like this is harmless. Yet, it will naturally cause them to pause and think of an answer. This investment of time will start up the Weber-Fechner process again, leading to an email response, then a phone call or visit to a sales page, and eventually another purchase.
“How can I use Overwhelm Control to differentiate myself in business?”
Be sure to check back regularly for information, insights, and updates on marketing strategies rooted in sound research and experimentation. And book a call with the Vivid Labs team for support of your new marketing ventures with fact-based, rational decision-making.