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Psychological Tricks You Can Use On Your Website (Part 2)

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Welcome to the 2nd part of the series. If you have missed the first batch, you can catch up here. I will still discuss how psychology helps in promoting your website. The concepts discussed on this post can found in a book called Influence: The Psychology of Persuasion.

Knowing what encourages web visitors to click CTA buttons will help you design a website that fosters a persuasive user experience. In the end, these strategies will benefit both your business and your customers. Here are 3 ways to help you gain more web visitors:

  • Personalize

  • Customers tend to mistrust companies that are clearly after sales and profits. With that being said, do not focus too much on the business side of things. Connect with your audience and interact with them.
  • Nurture trusting relationships by genuinely caring for your audience. When they see how much you care, they will trust you. You are not some faceless website, but you are now a dear friend.
  • Before you blurt out words and send out emails, ask yourself first, “Is this something I would say in real life?” Read your blog posts, email messages, and status updates. Check if it sounds too scripted. If you can’t imagine saying it to another person, then, don’t include it.
  • Stop following a certain structure because this is you and you have your own personality. Frankly, you don’t have to follow or imitate a website just because they are popular. You have to show the unique you and don’t think too much about what others might say.
  • Remember the famous Latin proverb, “Fortune favors the bold.” When you restrict yourself and follow a generic path, it will never work. The cookie-cutter messages are boring and unconvincing. Add your personal touch by including actual expressions. Tailoring online posts and website content make you sound more human.
  • Who doesn’t like special treatment? So, add their names once you want to send a marketing email instead of writing a generic “Hello,” or “Good day!” Experiment with your available resources and you really don’t have to speak formally at all times. Showing your own charm and sassiness makes you less robotic.
Friends posing for a photo

Choose to be a caring friend and not some faceless business entity.

  • Authority

  • If a famous celebrity or renowned expert leaves a positive review, feature it on your website. Businesses nowadays share reviews of people, whether celebrity or not, on social media.  These reviews on Facebook or Twitter are effective because they are shared by actual people. To be honest, no amount of well-crafted sales talk can compare.
  • Never underestimate the power of a positive review. These seemingly unimportant people are actually important. The reviews help the undecided to give your products a try, and to trust the quality of what you are selling.
  • So, highlight those enthusiastic and ecstatic reviews and reply by saying thanks because it reflects your success and boosts your trustworthiness.

  • Limited-Time Offers

  • When a certain product is only available for a short period of time, people tend to rave about it. The demand increases because in people’s minds, they feel that they should not miss out on this exclusive offer.
  • It’s an effective marketing strategy because people are afraid of missing out of what others are doing. There’s always a desire to be updated and be in the know with all these rewarding deals online.
  • Thus, web visitors will always take action if they know that a sale ends in 72 hours. There’s a sense of urgency that will surely encourage them to participate.

Psychological Tricks You Can Use On Your Website (Part 1)

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In this article, I will discuss how psychology affects consumer behavior. Marketing and psychology go hand in hand in promoting an online business. The concepts discussed on this post are inspired by Robert B. Cialdini‘s book entitled, Influence: The Psychology of Persuasion.

You can understand more competently the concepts of a successful business strategy or the makings of a lucrative marketing campaign by studying consumer behavior. Thus, how you design your website can greatly influence more conversion and increase web traffic.

This will be a 3-part series of blog posts. Below are the first 3 ways to entice your website visitors and increase conversion:

  • Barter

  • The first step is to get their email addresses in exchange for FREE items. Once you obtain their email add, you can now introduce them your products. Market your products in subtly and offer them freebies like an FREE ebook or an 20-day premium to your softwares.
  • In this way, these potential customers will feel obliged to listen to you because you gave them a free item. Now, they will more likely read your emails and view your blog posts. When the time comes they will finally your product and buy it,  they will ultimately choose you more than any website out there, who never really gave them freebies.
  • The concept of reciprocity is the perfect example of Newton’s third law of motion. For every action you give to your audience, there’s always an equal or opposite reaction from them. You website will get more visitors once you give something first.
  • This system of barter has been proven to generate positive results. Anywhere on the internet, you are always asked for your email before you can access a website. You need to sign up first to fully access shopping websites like Amazon, Ebay, Etsy, and Walmart.
  • Web visitors will always ask the question, “What will I get from this?” If you selling a product, try offering a FREE shipping voucher. If you are selling VPN tools, consider educating people about virtual private networks.
Buying fruits in exchange of money

A typical example of barter: exchanging money for certain goods.

  • Commitment

  • One way to strengthen brand loyalty is to create a sense of commitment or pledge. If people follow your website, or if they follow you on social media, they insert themselves in your world. They have now publicly showed their support.
  • They can now easily know what you’re doing and keep up with the latest updates. Humans are known to oblige. So, once you give them exclusive offers for following you, they will also remain consistent to your brand.  They will promote and defend your product.

  • Influence

  • This is related to the 2nd item. One follower can indirectly recommend your products to their friends. You are more likely to have another website follower if you inform them that their friend is also registered on this website.
  • One notable website that uses this strategy is Facebook. The different product pages on Facebook are promoted in such a way that you are told that your friend likes this page. Perhaps, you may wish to give it a “like” too!
  • Influence is a used by, not only Facebook, but also different social media websites. These websites know the power of peer pressure and they know that it’s hard to say no to a friend’s recommendation. We have to admit that when a friend raves about a product on social media, it is notably convincing.

3 Marketing Strategies You Can Learn from Amazon

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Woman Shopping on Her Phone

What can we learn from an eCommerce mammoth like Amazon?

Amazon made public that the company had an income of $60.5 billion for the last quarter of 2017. These enormous numbers are proof that people all over the world go big during the Christmas holidays. Indeed, Amazon is a major player when it comes to holiday sales. So, what can we learn from their strategies in selling a variety of items? I’ve listed a few of their techniques that you can apply when designing your own online shop:

  • Amazon is known to be the best in upselling.

    • So, let’s define upselling first. It is a way for the seller to convince the buyer in spending more money on other products that enrich or improve the main product, which he/she is already purchasing.
    • Upselling is common in fast-food chains when they ask you if you would like some fries with the burger you ordered. Now, upselling is used by a variety of online retailers.
    • Upselling works no matter what industry you belong to. There are countless of ways to upsell. In fact, in the travel industry alone, a survey revealed that 48% of the passengers and 59% of the hotel guests expressed their interest in upgrading and adding supplementary services to their current package.

  • Next is the Amazon’s ability to cross-sell.

    • Cross-selling happens when you suggest related items that complete their existing purchase. These recommended items may be from another vendor and not from your own product line.
    • For example, when you search for a dash cam on Amazon, one of the choices is the APEMAN Dash Cam 1080P Car Recorder. Amazon, then, reminds their customers to buy it with the SanDisk 32GB Memory Card and the Dash Cam Mirror Mount.
    • Since your customers are already buying something, you can use this as an opportunity to sell them more items. Thus, more profit for you! Did you know that in 2006 Amazon gained nearly 35% of its income all because of cross-selling and recommending related items?
    • If you’re buying a car with a monthly payments of $679, adding another $32.79 a month for a complete car care kit does not feel so heavy on the budget. As you can see, it’s not only the online retailers that utilize this strategy. Even the service providers apply cross-selling!

  • Amazon also applies the pre-sell strategy.

    • This means that Amazon is encouraging customers to buy in bundles. Customers will get their items at a reduced price if they add multiple products in their cart. Also, if their total reaches a specific amount (over $25), the shipping cost will be removed as long as the items will be delivered to the same mailing address.
    • This strategy will encourage people to buy more even if they’re not interested in the suggested items. People think they might need someday in the future.

What can we learn about these 3 strategies that Amazon perfectly mastered?

Consumers are after getting a good deal. People feel good when they think they saved a lot of money from taking advantage of the many holiday sales available online. In order to generate more sales for your website, you need to study human behavior. Amazon has proved to have mastered these strategies. If you are an online retailer, it would be a shame if you wouldn’t put these marketing strategies into good use. When designing a website, it’s crucial to applies these helpful strategies.

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