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USING SIMPLE PSYCHOLOGY
to increase conversions
No matter how much technology advances, the triggers behind human belmior remain the same. With the right planning you can use psychology to increase conversions and improve your bottom linę. Below are five techniques you can use to increase your com/ersions today!
Nobody wants to be an outsider or feel shunned from a social group. This desire to fit in can be hamessed by including social pressure in you marketing by showcasing how others are using and benefiting from your product. If a consumer feels like their peers approve of your product or sen/ice, they will feel a desire to approve as well.
Example:
The most uMquttous form ot social proof on the web these days is Ute nurnbei of social shares on a piece of content. Make surę to prowide sharing options and total sharcs
including positive revlews at a conversion poinl helps remforce the pefception that converting is Ute right dedsion and that they will not regret providlng their personal Information.
Humans are terrified of loss. Whether these instincts are a result of our hunter-gatherer background or we are just predisposed to value resources, we will do anything to avoid loss. You can use this in your marketing efforts by making consumers perceive a potential loss in not taking the action you reguire of them.
By not converting. your audience risks losing something These losses are easy to add into your conversion pomts with simpie phrases like ‘Stop wasling limę and money..
Use Cases:
SCARCITY
You want to make your audience feel like they will be mlssing out if they do not convert. Try llmiting the time ot an offer or the number of items being given away to increase the urgency
The human brain is constantly looking for comparisons. We think in a tangled web of options, scenarios, and outcomes in an attempt to always make the right decision. As a result of this pattern of thinking, we tend to compare all subsequent options against the one that came first, or the one that we perceive to have come first.
Example:
Addmg additional content or sonie sort of bonus to your offers is an easy way to make your audience feel like fhey are getting morę ouf of the exchangc and It is morę vaiuable.
Use Cases:
DISCOUNT
Even if you were planning to charige it all along. point out whenewer you lower the price or requirements to attend an event or obtain a piece of content through a conversion polni.
As mentioned before, humans are social creatures, always looking to form new connections. Once we’ve created a new social connection, we feel a compulsion to honor that bond, even when we don't realize we’ve madę one. That is why you are morę likely to honor a reguest if you’ve already said “yes" to a smaller one.
The process ot lead nurturing Is based around the foot-in-the-door Principal, building relationships with prospects slowly ower time. ptovidmg content at the perfect moment
Example:
Simpiy sending a like or a tweet may prime consumers for lurther action down Ure road. Encourage your audience to get social with your company wherern possible
Humans will inherently trust figures of authority. If others believe a person to be a leader of sonie kind. we will often defer to that person as well. This is why celebrity and expert endorsements are often used to promote products. Luckily, Authority can be harnessed by a smaller company without the need for expensive endorsements.
Example:
CONTENT © COLLABORATION
Strategie partncrshlps can create mutually benelicial opportumties In the form of useful content for your partner and added audiority for your content and company.
Use Cases:
THOUGHT LEADERSHIP
You can creatc a typc of celebrity spokespersan ał your very own by establishing yourself or a member of your marketing team as a thought leader in your industry.
For morę information, grab your free copy of
“Using Psychology to Increase Conversions”
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