Boost adding to cart thanks to FOMO
Whether it is a new e-commerce site or a long-standing online store, one of the objectives that will guarantee its success is attracting visitors and encouraging them to buy.
For this, there are several triggers to precisely boost the addition to the basket, such as the famous FOMO syndrome.
This marketing strategy can prove to be a great way to gain more customers by making them want to buy products from your store, but also building their loyalty.
However, when FOMO marketing is used incorrectly, buyers can feel manipulated, and even distract them from the goal of getting them to take action.
So, how do you go about applying it correctly? This is what we will explain to you in this article.
What is FOMO?
It must be admitted, no one likes to feel left behind.
FOMO (in English: fear of missing out, and in French “fear of missing something”) is a technique commonly used in marketing and which focuses on the psychological aspect visitors.
The method consists of pushing the visitor to an e-commerce site to take action, thus leading to conversions.
In other words, it is about causing the innate fear of the visitor to miss an offer in order to encourage them to act.
Why use FOMO marketing on your e-commerce site?
FOMO marketing focuses on the fear of missing something, which is usually difficult to resist. It even causes a feeling of regret when you feel like you’ve missed out on a great opportunity.
As a result, this is what pushes some people to seize every opportunity to avoid feeling regret afterwards.
The purpose of FOMO is to encourage people to discover and try new things.
Thus, for an online store, this technique can be used to boost the reputation of the brand, to improve the customer experience and of course to generate conversions.
The principle consists of making visitors realize that the products in their online store are widely appreciated by other people, which encourages them to do the same thing so as not to regret having missed out on a good deal. affair.
How to use FOMO marketing?
No matter what type of customers you are targeting, it is essential to learn how to use FOMO marketing to generate the expected results.
As seen above, FOMO is a psychological anchoring which is very effective in making more sales and converting visitors into customers.
Statistics also show that 60% of customers tend to buy due to FOMO. This usually happens within 24 hours of their appearance on an e-commerce site.
However, it is worth noting that FOMO syndrome cannot be the only factor to take into account to increase sales.
On the other hand, by associating it with a good marketing campaign for example, it will have more impact on customers who will not want to miss this opportunity.
Use of limited time offers
The FOMO effect can be triggered by the factor “time” to its target customers.
Indeed, when an offer has a restriction on its availability duration, it instantly creates a feeling of urgency among visitors.
Likewise, when an e-retailer sets up discounts on its online store, it can define a time limit.
This is a great way to encourage buyers to take action quickly.
Conversely, if an offer has no end date and the product is available indefinitely, the potential buyer will not be pushed to act.
So, when the prospect or customer is aware that they can save money on a product, they will feel more encouraged to make a purchase.
In addition, people also tend to rush when they see an offer with a limited time discount that decreases over the days. In general, consumers like to take advantage of a maximum discount rate.
This type of popup notification can be easily added to an online store using simple solutions like Poosh.io specially designed to optimize conversions.
Amplify the FOMO effect by highlighting missed offers
By using the FOMO technique to show people the opportunities they missed, this feeling of regret increases. They realize that they took too long to act and that they have now missed out on a great offer.
The goal is to persuade them to buy! Therefore, to boost the addition to the cart, the e-merchant can highlight the good deals, but also the products sold to the visitors so that they understand what they have missed.
A method that works rather well is to show them the products out of stock in advance.
out of stock
Displaying sales activity in real time
Displaying sales activity in real time is also a good way to encourage visitors to buy.
real-time sales activity
of fear of missing out and therefore facilitates the purchase decision. Therefore, it is a form of encouragement to enable them to take action more quickly.
Capitalize on the feeling of scarcity of a product
The feeling of scarcity about a product is a great way to trigger the FOMO effect in people. Generally, no one wants to miss out on a good product because it is out of stock.
Therefore, to encourage customers and prospects to buy, it is interesting
display limited items in stock .limited stocks
Exclusive offers
Limited-quantity, limited-time items are more attractive because shoppers know they won’t be able to get them once supplies run out.
The FOMO syndrome is therefore accentuated in
creating a sense of urgency at their home. emergency sale
Use exit-intent pop-ups
To finish,
a great way to amplify FOMO syndrome is to use exit-intent pop-ups. The goal is to give the visitor who is about to leave the e-commerce site a unique opportunity to benefit from a discount.
A simple way to set it up on a visitor’s first purchase to allow them to benefit from a 10% discount is to use Poosh.io.
Thanks to the pop-up notification their attention is captured and this also facilitates conversion.
You will have understood, the FOMO syndrome really works, provided you apply it correctly. Which means targeting the right audience with the right offer at the right time is essential.
Likewise, one must also understand that in addition to this strategy, other factors such as site maintenance, user experience as well as a good marketing campaign are all effective ways to boost shopping carts .