No matter how great is your product, you might end up struggling for success if your site isn’t set up appropriately! So when the failure struck, make sure you never blame yourself for being someone who keeps on projecting an air of confidence or shy and introspective person. Because irrespective of your personality types, you can get leads all the way through your pipeline. The following post emphasizes on specific subtle psychological changes to influence your visitors. Take a look!
In the present era, there’s a lot of lingoes thrown around, and, more often than not, it’s easy for clients to get overwhelmed. Unlike earlier times, consumers now have more options than ever before. Although, the concept of online purchases seems to have simplified almost every spending opportunity; starting from the range of choices and varieties in every product category continues to expand.
Moreover, the information flow that enables comparisons and research fosters competent and clever consumer behavior. No matter how these developments have benefited both shoppers and business owners but at the same time they do seem to be creating an unwanted rift or should I say an extremely competitive environment in which online stores must take all the right steps to keep those sales coming, or they might have a lot to lose.
Now have you ever wondered why do avid entrepreneurs do what they do? Survival in the world of business simply asks for understanding their end-users. Right from understanding people’s personalities and how they affect their buying decisions to knowing what they need and how you can give it to them, you need to delve into the details of the psychology of clicking “buy now.”
I am sure you must be wondering what has psychology to do with sales and marketing. Well, don’t you think persuading someone is something that can only be done psychologically?
Here’s the drill!
1Deal at three
Being an online buyer, I often find similar products being priced differently compelling me as a customer to choose the cheaper one. But if you happen to add a third
option to the mix, the decision becomes more complicated, leading customers to adopt a more expensive product that offers a better deal. This is what the Decoy Effect is all about. Let’s say for example:-
You have a plan A, which provides a web-only subscription for around $59, whereas plan B offers print-only for $125. You also have Plan C in the basket, both print and web subscriptions for $125, what you will do? In this situation, if you try ignoring plan C, then Plan B might not be seen as a reliable option, whereas plan A can be considered as one. Overall plans A and B seem to be less affordable as well as practical. With plan C on board, the option of getting more value appears more tempting. To a customer, it might seem like a bargain by offering less for the same price.
I am sure almost everyone here would have been asked by an exasperated parent as a kid that if your friend jumps off the cliff, will you as well? And what we said at that moment; he was the first one to go. Silly us! Following the crowd is something we can never ignore; like it or not, but as an adult, we often do it too, especially in the world of marketing and sales.
Here comes the theory of social proof into play. According to human nature, we become more willing to do something when we see that other people are doing it. Of course, everyone wants to be loved, grabbing attention is our need as we want to fit in. Due to which we often end up believing that following the crowd can offer great help.
Social proof shows how many times a post has been shared or liked on social media. It’s quite simple actually when you can prove that other people like your product or service, it increases your credibility and people become much more willing to buy.
Tell me something have you ever been stopped across the street to try something new kind of cinnamon bun. I am pretty sure you have, and those pieces are quite delicious, actually! You don’t see why you shouldn’t go inside and have a look.
Before you know, you’re spending 30 minutes in a store you hadn’t planned on entering, considering whether you should buy just three cinnamon buns, or take some extra for your colleagues. This what the Foot-in-the-door technique all about. Here you get people to advocate on your behalf before they even realize it. All this is done by first getting them to do smaller tasks (like trying a sample).
The moment a customer visits your store, you really think they are concentrating on one product or price. I don’t think so! In fact, it’s the context that matters in their decisions to purchase or move on. Keeping that in mind, you can leverage your website’s content to help focus your clients towards a specific item. This technique is known as “anchoring.” But the question is, how can this be done?
Simply place it near more expensive products, making it more economical or highlight it with a note that marks it as “deal of the day” or “popular item.” All it has to look appealing!
5Its worse to lose than to not win at all
Last but certainly not the least, losses are more psychologically powerful than gains. What I mean is not losing $10 is more rewarding than the idea of finding $10. This even impacts decisions that seem almost virtually identical: we’d instead be given $10, then have someone give us $20 and then take $10 back. Always keep this in mind; your end customer is just risk-averse in real-life buying situations. They would rather spend their money at all if they believe the purchase has enough risk of being a “loss” — even if it means missing out on the gains offered by your product or service.
At last, I hope the post provides some help!