There is a lot of emphasis on generating traffic in the online marketing world. Traffic, of course, is important because if no one sees your content then creating it is a waste of time. However there isn’t enough emphasis on improving conversions.
Unless your business is based on traffic (think Huffington Post, Mashable, etc), just attracting a ton of people to your pages isn’t good enough.
Getting to a million page views on your website or blog is useless if you can’t convert a single visitor into a lead through subscription. Getting a million visitors to your sales page is worthless if not a single person purchases your product or service.
On the other hand, a sales page that only gets only 100 visitors, but converts 25 of them into buyers, is infinitely more valuable.
One of the biggest factors in creating pages that convert is psychology. While humans are all unique, we all much more similar than we perhaps would like to admit. There are certain psychological triggers that are effective on most people.
Tapping into this psychology can help you optimize your marketing for higher conversions.
Conversions and psychology are topics that are covered at length on blogs such as ConversionXL and Social Triggers. So while this isn’t a topic that can be covered quickly, below is an infographic from HelpScout that does a good job of outlining 10 different ways to convert more customers using psychology.
The infographic not only shows 10 different ways psychology can impact your conversions, but it also cites studies that support the ideas presented.
Before we jump into it, here are the 10 ways with my personal notes added:
1. Help customers break through “action paralysis” by setting minimums.
Have you ever been to a free event that runs on accepted donations? I’ve been to a few.They’re quite common.
These events don’t sell tickets. They just accept any donation either prior to the event or after the event is over.Without any directions on what to do, some people may donate $10. Some people may not donate anything at all. And some people are just going to get confused and possibly not show up at all.
Now think if the same event announces a “suggested donation” of $20. The likelihood is now that most people will donate the minimum. Donating anything less might make them feel “cheap.”
While there is still no required minimum donation, the amount of money people actually hand over will be significantly greater.
2. Embrace the power of labels.
Politics: love it or hate it there are some serious marketing lessons you can learn.
One of the biggest lessons from political campaigns is segmenting. Everything is segmented. Nobody is just “a voter.” Everyone belongs to a segment.
If you are a woman voter, you should vote one way.
Hispanic voter? Well you should vote this way…
Ignoring the individual and making them feel as though they are part of a group makes it more likely that they will vote a certain way.
This might seem strange but it works. Just this past election I’ve gotten more than a few “But you’re not a [insert demographic], why would you vote that way?” statements directed at me.
3. Understand the 3 types of buyers.
Remember that not all buyers are the same, and not all buyers treat money in the same manner.
Understanding the different types of buyers will help you adjust your pricing to account for these differences. It will also help you figure out which types of buyers you might want to target (because you might not want to do business with every type of buyer).
4. Highlight strengths by admitting shortcomings.
In marketing there is no such thing as a weakness. Even an actual weakness can be used to your advantage…simply by admitting it. I’ve written about this in a previous post that talked about the Domino’s Pizza marketing strategy that did this perfectly to change course for the better.
5. Use urgency the smart way.
Urgency is not enough if the prospect doesn’t know how to act on it. It also works much better with a little follow up. See Infographic.
6. Make their brain light up “instantly.”
Solve people’s problems and heal their pain points. And do it quick! See infographic.
7. Make an enemy.
Another serious lesson from the realm of politics here. Once you segment a population, you can introduce them to a common enemy. After all, the enemy of my enemy is my friend, right?
This is why negative advertising, as annoying as it may be to most people, is still as common as ever during elections. Put simply, it works.
“Oh, well you part of segment A? The other candidate is going to leave everyone in segment A homeless! Vote for me!”
8. Stand for something.
Going hand-in-hand with having a common enemy, the bond you create with a potential customer only grows stronger when you have a set of common values.
9. Devil’s advocate.
Chances are potential customers are going to have a few questions before they buy. Play devil’s advocate and address those questions and concerns yourself.
10. Keep ‘em on their toes.
Creating small shocks to the system can go a long way towards customer loyalty in the long-run. See Infographic.
And now, the great infographic that inspired this post:
Infographic from Help Scout