Boost Sales: How marketers do it with the Zeigarnik effect?

in: Digital marketing

    Taleh Karimli May 15, 2019

Boost sales with Zeigarnik effect

Zeigarnik effect

But, let me initially tell you a brief story. Once, Kurt Lewin, a well-known psychologist, went for launch to a restaurant with his students, among whom Bluma Zeigarnik also was.

While sitting in there, the psychologist addressed the waiter asking him to remember unfinished orders which he had to complete. The waiter could exactly name all the unpaid orders and the clients he had to prepare for. And then, the psychologist asked him to…

If you read the story and want to know more, make sure to be ready for the next steps. This effect will assist to Boost Sales after applying it.

How it works?

The Kurt Lewin then asked the waiter to do the same but with the finished orders. And here, the waiter could not remember any of the completed orders.  This put Bluma Zeigarnik into question, which gave birth to the Zeigarnik effect. It is the key to Increase Sales.

You know the reason why you are impatiently waiting for the next episodes of your favorite TV series, (maybe Game of Thrones?). Obviously, curiosity. So, curiosity is one of the emotions evoked by the Zeigarnik effect.

Thus, the Zeigarnik effect is directly related to the state of “incompleteness”. That feeling of slight discomfort, right? And the information that is incomplete tends to be more memorable right until the period when the intriguing issue is resolved.

Increasing sales lead to eCommerce growth

We know what the effect is, but is more important to learn how to use it in Marketing. Now, we should understand how to use it to engage with the audience. It is so important for achieving success.

  • E-mail marketing – send the email messages to your customers, building a Zeigarnick effect among them, from one to the next. After this, you will easily connect your customers with your online store. This will help you to advertise a product and Boost Sales.
  • Social Media – use the effect on your Social Posts. It can be everything – story divided between several posts, riddles without the answers, etc. Grab people’s attention, raise traffic on the site.
  • Advertising – promote your products by showing their biggest advantages and create an effect around them. In this way, you will attract people to your products, therefore it will increase sales.
  • Data – use the data available concerning your customers’ spheres of interest. Try to focus on their interests. Consequently, place your ads in the right places at the right time in order to grab their closest attention.  So you will make your online service be the trending products. It will lead you to get eCommerce growth and raise sales.

Can you remember, how many times you were caught by the Zeigarnick effect? 🙄

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