Using Psychology to Convert Visitors

Psychology isn’t a secret science and neither is sales. When the two work together, your website will be more successful that you thought imaginable.


The Idea of Minimums

It might sound funny but some people don’t know what to do when they get to a website unless they’re explicitly told to do so. This is sometimes referred to as “action paralysis”. Break out of that and change user behavior by offering an incentive. Customers may need to be reminded of how easy it is if they sign up for your services. For example, offering “one free month” is an easy way to get them to spring into action with offering the bare minimum.

Appealing to Emotions

Using positive emotions will help your business be more appealing to potential customers. One way to do this is through the idea of instant gratification. When customers have a problem that needs to be fixed or a want that needs to be fulfilled, gently remind them that your business can do it quick. This is why the idea of 2-day free shipping (Amazon) or overnight shipping (Zappos) is so popular when people can just go to the mall or Target to fulfill those same needs. It’s all about instant gratification.

Showcase Your Values

Is your business passionate about animals, helping the homeless or any other charitable cause? Believe it or not, 64% of consumers are loyal and say that they share a strong relationship with a company with whom they share the same values with. Lush makes it well known that they are against testing their products on animals and Warby Parker participates in “buy a pair (of glasses), give a pair to people in need program. Make your values well-known and prominent on your website and show the human side of your business.

View the entire infographic here.

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