So they make it as frictionless as possible: Order the samples, get the box, order the frames you want, and send the box back for free. They say there's no commitment, but they're wise students of Cialdini. They know the customer feels the commitment the minute they open the box. You can apply the commitment and consistency principle to your returns policy, too. But once they have the product in their hands, will they really return it? Maybe not. They're already committed.
The principle of liking as it pertains to the psychology of buying says we're more likely to say yes to a request if we feel a connection to the person making it. Online sunglass brand Prive Revaux uses this as a main principle in their business.
They partner with celebrities to create lines for their brand. Fans of the celebs become fans of the sunglasses. There are lots of ways to make this principle work for your store:. Every element of your store colors, fonts, photo styles, copy, etc. Many stores will include something like an About Us page that is basically brand personality distilled. And one from jewelry designer Elva Fields :. This might mean funky and cool, like Shop Fiercely :. Casual and athletic, like Title Nine :. Or bright and preppy, like Southern Marsh :.
Make sure your product pages have links to Twitter, Facebook, and Pinterest so your customers can easily tell their friends about the great product they found on your site. Sustainable goods brand United By Blue is doing it right:.
You probably felt a quick connection with that person based solely on that one commonality. Stores can play off that idea by presenting products that are similar to what the person is browsing. Amazon is famous for this approach. They have two ways in which they show which other products are popular among shoppers. You can take a similar approach on your own online store with an app like Also Bought or Frequently Bought Together.
In researching the psychology of selling, you may have heard of the famous Halo effect. People appear hard-wired to respond to authority or the appearance of authority. How can you use this to sell? Is your product hand-crafted by trained artisans? Tell the world all about them like DODOcase. Books are another great example of this. Are you more likely to buy a run-of-the-mill book about how to cook French food or one by Jacques Pepin?
Cookbook Village knows that big names sell books, and they have a whole section for cookbooks authored and autographed by big-name chefs. Do you have a chief stylist? Create a page with their top picks for the season. Selling fitness products? Have a personal trainer give their favorite picks. A stamp of approval from an expert in your industry could provide just the authority you need to instill customer confidence and persuade browsers to buy. Remember when Oprah endorsed Weight Watchers and shared her success story?
She was convincing because she had first-hand experience with the products and the results.
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Weight Watchers even created a dedicated page on their website to share her story and expertise, which helped to establish their authority on the topic. Anything that shows the popularity of your site and your products can be a psychological trigger. By highlighting that this shampoo is a top seller, Maple Holistics has given it a sheen of desirability.
And of course, ratings and reviews , a la Amazon and countless other retailers, are another useful way to show social proof.
Social proof psychology can also happen off your website, such as on social media. Influencer marketing has become commonplace in ecommerce. Those online comments about your brand and products could generate interest and, in turn, sales. Hello Fresh is one brand that uses influencers to establish social proof for their product.
The bottom line
Hi friends! Who has tried HelloFresh?! I've always heard such great things about it but had not tried it until the last couple of weeks. My box arrived on a Monday and we then enjoyed a full week of meals! I was really impressed with how well everything was packed and how fresh everything was.
HelloFresh takes the guessing out of cooking, which I love. I didn't have to plan for the week because HelloFresh did it for me.
5 Psychological Master Keys That Will Open The Doors to More Sales - Social Triggers
As a busy family on the go Just click on the link in my bio to get started Announcing scarcity only gets you half of the way there, however. You need to give your audience enough information to act on the opportunity. The example below from Style Hunter shows a countdown for how long the product will be available at the discounted price. The principle of unity is based on the idea of shared identities.
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- Pricing Psychology.
- Im Puff: Geschichten von Freiern und Huren (German Edition).
- Psychology of selling: Cialdini’s seven principles.
- 2. Social proof.
Amazon does this all time. You look at a product and are told immediately from each vendor how many are left. What do you do? Your customers are no different. Create that sense of scarcity—a free trial or special price that is a limited-time offer. Get your foot in the door. Offering a free trial is the most common and the best way to do it. If you can add additional appeals, even better.
First is the emotional fear of chaos—no one wants that. Then you offer a free trial, which gets your foot in the door. After that, tell the reader how many companies have signed up in the past week. All of these tactics appeal to target customers.
How to Use Color Psychology to Boost Ecommerce Sales
Cut down on options. A supermarket study shed light into an interesting psychological phenomenon. When shoppers were offered 24 different samples of jams, some bought, while others just tasted. When only six samples were offered, 20 percent more samplers made a purchase.
Get them on the bandwagon. Everyone wants to belong to a group. Make your customers a great group. Extol their intelligence and how much fun they have, and feature them in your content. Educate yourself. There is much to learn about the psychology of marketing and neuroscience that reveals what stimulates certain parts of the brain that control emotions. Online webinars and courses can keep you current on the latest psychological marketing strategies that are building customer bases successfully. Understanding the long-standing psychological principles that affect reader engagement can help you use principles of psychology—and newer tactics—more effectively.
A version of this article originally appeared on Spin Sucks.
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