Imagine this: You’re browsing an online store, eyeing a product you really want. You add it to your cart, hover over the checkout button… and then? You leave.
Sound familiar?
This happens millions of times a day across eCommerce stores. And it’s not because people don’t want to buy—it’s because their brains get in the way.
That’s exactly what Dr. A.K. Pradeep, a pioneer in consumer neuroscience, uncovered. He’s spent decades studying how people think, make decisions, and—most importantly—why they don’t buy.
In this post, i’m diving into the science-backed tactics. You’ll learn how to:
- Make customers complete their purchases instead of abandoning their carts
- Use neuroscience to trigger desire and boost conversions
Let’s get into it.
The Rule of Threes: Why More Steps Kill Conversions
Ever wonder why some customers bounce halfway through checkout? It’s not always about price—it’s about friction.
Dr. Pradeep shared a neuroscience-backed rule: The brain loves threes.
If your checkout process takes three steps, customers are far more likely to complete their purchase. But add a fourth step? Their brain resists, and they abandon ship.
How to Apply This Today:
- Audit your checkout flow – Can you reduce it to three steps?
- Simplify product selection – Too many choices overwhelm the brain.
- Condense form fields – The fewer, the better.
If you’re losing sales in the final moments, this small tweak alone could be a game-changer.
The Pain of Paying (And How to Reverse It)
Here’s a crazy fact: The moment someone buys something, a part of their brain called the insula lights up—this is the same region associated with physical pain.
Yes, spending money literally hurts.
So how do you stop this from sabotaging your sales?
Dr. Pradeep’s solution: Trigger pleasure at the moment of purchase.
How? By Adding a Micro-Charity Contribution.
Instead of asking customers to donate, you donate for them—even if it’s just $0.01 per purchase.
Example: “With every order, we donate to a children’s education fund.”
This tiny act of generosity releases dopamine, counteracting the pain of paying. And guess what? Customers are more likely to complete their purchase.
The Secret Weapon: Category-Busting Metrics
Most eCommerce stores compete on price. But price isn’t the only number that matters.
Dr. Pradeep explained that customers’ brains look for a single defining number when making decisions. If you don’t give them one, they default to price.
Examples:
- Cameras: Customers focus on megapixels.
- Laptops: They check GHz speeds.
- Chocolate: It’s cacao percentage.
How to Apply This:
- Find one key metric that differentiates your product.
- Make it front and center in your marketing.
- Train customers to compare using that number (not price).
If you don’t define this, customers will default to comparing prices—and that’s a race to the bottom.
The 6 Triggers of Desire (How to Make Customers WANT to Buy)
Desire isn’t random—it’s scientifically predictable.
Dr. Pradeep revealed that all buying decisions are driven by six neurotransmitter-based emotions:
- Dopamine: Novelty and excitement (e.g., Apple product launches)
- Serotonin: Familiarity and comfort (e.g., a cozy blanket)
- Oxytocin: Trust and belonging (e.g., brand loyalty programs)
- Cognitive Fluency: Simplicity and ease (e.g., “1-click checkout”)
- Tribalism: A sense of identity (e.g., Harley-Davidson riders)
- Self-Worth: Feeling valued and special (e.g., luxury brands)
How to Apply This:
- Match your messaging to one or more of these triggers.
- Create an emotional hook in your product descriptions.
- Use images and copy that reinforce these feelings.
If your product pages aren’t hitting at least one of these, you’re leaving money on the table.
The Power of Non-Conscious Messaging (Why Your Ads Aren’t Converting)
Most brands talk to their customers’ conscious minds. But here’s the thing: 95% of decisions are made in the non-conscious mind.
That’s why traditional ads fail. They don’t tap into the deep, emotional, automatic responses that drive action.
How to Fix This:
Dr. Pradeep’s team at Sensory.AI has analyzed non-conscious data from billions of customer interactions. Here’s what works:
- Use binge-worthy phrases – Borrow language from popular TV shows and music.
- Mirror customer emotions – Craft messaging that aligns with their desires.
- Leverage AI-powered personalization – Adapt ads in real-time based on subconscious cues.
When brands do this, their conversions skyrocket—because they’re finally speaking their customers’ real language.
Final Thoughts: How to Apply This Today
Dr. Pradeep’s neuroscience-based strategies aren’t theories—they’re proven growth levers.
Here’s your 3-step action plan:
✅ Fix your checkout flow – Cut it down to three steps.
✅ Trigger pleasure at purchase – Add a micro-charity donation.
✅ Make your messaging subconscious-friendly – Align with desire triggers.
Now over to you: Which of these neuroscience tactics are you going to try first? Drop a comment below and let’s discuss!
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