{"id":2604,"date":"2014-10-03T14:13:59","date_gmt":"2014-10-03T14:13:59","guid":{"rendered":"http:\/\/www.brandme.com.au\/blog\/?p=2604"},"modified":"2014-10-03T14:13:59","modified_gmt":"2014-10-03T14:13:59","slug":"the-psychology-of-conversions","status":"publish","type":"post","link":"https:\/\/www.brandme.com.au\/blog\/2014\/10\/the-psychology-of-conversions\/","title":{"rendered":"The Psychology of Conversions"},"content":{"rendered":"

There is a great deal of psychology that goes into selling and the way you present your business to customers. What you say can influence how customers react, including taking out their credit card to make a purchase. It should come as no surprise that psychology has so much to do with the buying process because so many purchasing decisions are emotional. This infographic from HelpScout<\/a> illustrates 10 Ways to Convert More Customers Using Psychology<\/em>.<\/p>\n

\"10<\/a><\/p>\n

\"Psychology<\/a><\/p>\n

 <\/p>\n

    \n
  1. Help Customers Break Through \u201cAction Paralysis\u201d by Setting Minimums.<\/strong> This applies to different businesses and different products in various ways. As the example in the infographic shows, The American Cancer Society saw a 78% increase in donations by setting a minimum. You have probably seen this in many charity request models that ask for just $5 or $10. There are other product models that use the minimum principle to break through action paralysis by saying \u201cno payments for the first month\u201d. Other similar sales tools can be \u201c30 day free trial\u201d, or even offering a trial size for less money.<\/li>\n
  2. Embrace the Power of Labels.<\/strong> The political example can be applied to a sales situation in a similar fashion. Sending an email to a select group of customers thanking them for being \u201cVIPs\u201d or \u201cbest customers\u201d will likely trigger them to act to keep that status. When customers can identify with a positive label you assign to them, they will strive to keep that label.<\/li>\n<\/ol>\n

    \"Psychology<\/a><\/p>\n

      \n
    1. Understand the 3 Types of Buyers.<\/strong> Neureconomic experts have labelled 3 types of human spending patterns: Tightwads, Average Buyers, and Spendthrifts. Beyond understanding these 3 types of buyers, it is important to identify which type of buyers your customers are. Likely there is a mix of all types in each company\u2019s customer base. If you can segment your customers into these 3 types of buyers, you can then market to each set more efficiently.<\/li>\n
    2. Highlight Strengths by Admitting Shortcomings.<\/strong> It turns out that consumers are a forgiving bunch. Everyone can identify with making a mistake here and there. They key to getting consumers behind you in this is to make sure that you show that you are working on solutions to your problem.
      \n      \"Psychology<\/a><\/li>\n
    3. Use Urgency the Smart Way.<\/strong> According to research in this area, urgency only works if follow up information is provided so that consumers can act on their sense of urgency.
      \n      \"Psychology<\/a><\/li>\n
    4. Make Their Brain Light Up \u2018Instantly\u2019.<\/strong> Focus on \u201cinstant gratification\u201d to incentivise customers and tap into their need to buy something. Appealing to customers with fast shipping, quick delivery, or instant download.<\/li>\n
    5. Make an Enemy.<\/strong> As explained in the infographic, \u201cenemy\u201d might be a harsh term, but the idea is more like assigning labels to customers in contrary positions like \u201cMac vs. PC\u201d, \u201cCoke vs. Pepsi\u201d, and other classic rivalries.
      \n      \"Psychology<\/a><\/li>\n
    6. Standing for Something.<\/strong> Customers that have strong ties with a brand and exhibit loyalty to that brand often share values with that brand. Therefore, when you let your cause or stance be known, it allows your customers to identify with you and tightens the bond.
      \n      \"Psychology<\/a><\/li>\n
    7. Devil\u2019s Advocate.<\/strong> This is a very interesting tactic where you can play devil\u2019s advocate against your own company. It works to strengthen their positive views about your company.<\/li>\n
    8. Keep \u2018em on Their Toes.<\/strong> The \u201csurprise reciprocity\u201d utlises surprises and wows to delight your customers and break up things in between offering consistency.<\/li>\n<\/ol>\n

       <\/p>\n","protected":false},"excerpt":{"rendered":"

      There is a great deal of psychology that goes into selling and the way you present your business to customers. What you say can influence how customers react, including taking out their credit card to make a purchase. It should come as no surprise that psychology has so much to do with the buying process because so many purchasing decisions are emotional. This infographic from HelpScout illustrates 10 Ways to Convert More Customers Using Psychology.   Help Customers Break Through \u201cAction Paralysis\u201d by Setting Minimums. This applies to different businesses and different products in various ways. As the example in the infographic shows, The American Cancer Society saw a 78% increase in donations by setting a minimum. You have probably seen this in many charity …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","footnotes":""},"categories":[3,66],"tags":[833,7,93,832],"class_list":["post-2604","post","type-post","status-publish","format-standard","hentry","category-internet-marketing","category-marketing-advice","tag-conversions","tag-marketing","tag-marketing-tips","tag-psychology-of-conversions"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/posts\/2604","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/comments?post=2604"}],"version-history":[{"count":0,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/posts\/2604\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/media?parent=2604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/categories?post=2604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/tags?post=2604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}