When it comes to converting consumers, many businesses have a habit of overlooking the psychological processes that drive the urge to make a purchase. This can perhaps be understandable when we’re marketing to a large group of people and only have time to look at highly-performing campaigns on the surface, without digging deeper into the effect they have. However, this could prove to be the undoing of some businesses as the news of a COVID-19 vaccine has sparked optimism at a return to something that resembles normality.
Insights into consumer behavior form the cornerstone of successful conversions, but from 2021 onwards, the behavior that we’re used to seeing may change. In this post, we’ll take a deeper look into the importance of understanding the psychological makeup of consumers, as well as mounting an exploration into how post-COVID markets may have altered forever. We’ll cover:
- The importance of consumer psychology.
- How consumer perceptions have changed in the age of COVID-19.
- The power of A/B or multivariate testing in adapting to these changed mindsets.
The importance of consumer psychology
2020 has been a challenging year, and it appears that for some, the effects of the devastating virus has led to fundamental changes in personality traits. Marketing is built on an understanding between brands and their consumers. But in the wake of such a significant global event, it may be time for marketers to reassess their consumers, and reconsider…