10 psychological techniques to increase conversion rate

In this article we are going to explore how to apply psychological peculiarities of human behavior to overcome barriers in online shopping and to increase website conversion. 

1. First experience – just for no special reason

Most people do not so much like to risk and try something new. It’s just innovators who are much of trying unknown. But it is really difficult to inspire conservatives for the new experience.

That is why to facilitate the first contact with a potential customer, especially if you are offering a special product or service unseen before, we recommend to provide a possibility to try it for free or almost for free.

2. The Closed Society Effect

Let your clients be a part of something special and affordable. Create an illusion on your site that not anyone is able to make a purchase and that your goods are available only for special users, which (for example) were invited with email or whose who have got a promo code.

Here works the effect of a closed society. Everybody wants to be a part of it, but not everyone is allowed to join. And this stirs up the agiotage and generates lots of buzz around this closed society. Take the case of the Masonic Order 🙂

3. Play with prices

It’s not a secret that prices play an important role in decision making process when it comes to shopping. Therefore, by playing the prices wisely it is possible to stimulate the demand.

Discount and promotion techniques work really well. Also, it is possible to split the price into three parts (if there is such possibility).

The only thing is that it’s not always necessary to reduce prices. For example, in “Influence: The Psychology of Persuasion” by Robert B. Cialdini an author gives an example when a jewelry store owner couldn’t manage to sell out the party of jewelry and accidentally doubled the prices. The owner wanted to cut the prices but the assistant mistakenly made the opposite which allowed them to sell goods out. Why? Expensive means good. Therefore, for certain product groups and with a certain target audience it is better to raise the prices and do not be afraid of doing this.

4. Rocking

When a client has made a purchase the feel of excitement turns off the “thrifty” regime in his mind and he becomes an active spender. When this happens it’s high time to promote your goods by means of different upsell offers. In online stores these are the blocks of related products. For example, a tent is purchased, and a sleeping bag if offered as a related product as well as a grill, skewers, a fishing rod and matches, and so on.

Make sure to use this technique in your online stores. Don’t leave clients after they made the first purchase –  accompany them further and work with them, watch when they are “ready” to spend money (usually right after the first purchase is made we are ready to spend even more money). You will be impressed with how this increases conversion rate.

5. The Anxiety Effect

To speed up the decision making process, you need to set a deadline for the potential customer. Because it is a human nature to put things off. This is the way we are, we will wait until the red light is on. We will think, compare, and may change our mind in the end. That is why you need to cause the felling of anxiety to make clients think they may loose their chance. Set the expiration date for your offer, the shorter – the better. Make them be up-and-doing!

6. Give the proof

Despite the fact that everything is learnt through experience, it is critically important for us to see other people’s  approval of our choice. Regarding shopping, this approval is others customers reviews, their recommendations, and even social networking widgets. In general, to make a choice we need to make sure it is a right choice, and here we are inclined to trust other people’s experience. Though, we do not know those people.

7. Guide for action

Guide your potential customers to their target. Explain them what they need to do, how and when. As a usability expert Steve Krug says – “don’t make me think”. So the easier the process of making a purchase and website navigation is, the higher conversion rate you receive.

8. Ask

Do not be afraid to ask your visitors to do something. As they cannot read your thoughts 😉 Especially if you want them to do something on your site that is not obvious. Ask to sign up for email newsletters, to subscribe your group on Facebook, ask to read a review. But ask politely and do not demand. Try and you will be surprised by results.

9. Don’t make them wait

Nobody likes to wait. Especially for a feedback from online store – when your request is handles too slowly, manager does not call back for long and when delivery is not on time.

The longer you make people wait, the more likely you will lose your clients. Do not let your customers kick heels.  Immediacy is your way to success.

10. Surprise and Impress

A lot can be said on this and tons of articles can be written about strategy internet marketing. The most important one need to know is that people like companies trigger positive emotions. Such companies exactly enjoy customers’ loyalty and high demand.

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