All conversations are about psychology.
There are many emotions that pull us into the cycle of buying. Some may be influenced by price, or by quality. Some, on the other hand, are reaffirming and psychological factors that will differentiate between sales or buoyancy.
Unfortunately, most sites ignore these factors.
The two main psychological factors that will motivate a purchase, sign up, or register will be reliability and urgency.
So how can you show credibility and add solicitation to your site? How can you ensure that these feelings are pulling customers during a purchase … so they can’t wait to click your call-to-action button?
Let me dive in
1. Show credibility
Reliability is very straight-forward; It is about trust if you can limit the possible reasons a visitor will distrust your business, you will increase conversions. You can greatly improve the reliability of your site by using these three principles:
Your design and your brand must be consistently expressed on your site and all other online channels. Your Twitter account, your Facebook page, your website’s graphics, your website’s aesthetics, your logo. (Read here for tips on how to do this on your social media channels.)
Everything should be blind.
Think in terms of physical stores. If one does not combine with a central brand, you will not have as much trust in each individual product. However if you go to IKEA, and you understand exactly what you are getting with IKEA products, then you have more confidence in buying products because you know what to expect.
Such cohesion will increase conversions immediately, but more importantly, it will create long-term brand trust that will hold your customers back longer.
People do not want to be associated with a brand, they want to be associated with other people.
People want to be treated the same as individuals and not as customers.
Use “you” and “your” in the call to inspire action. Speak to the first person on your blog- using “I” instead of “we” – gives readers and customers more connected meaning to you and your business.
Businesses like GoPro use this method to empower and inspire and motivate their customers, not only to buy their products but to use them and feed content back into the community.
There are many ways to do this, and each should be thought of for your unique use-case.
For example, Slack has used a video on their homepage showing social evidence for their productivity tools.
Urgency is the harder, less straight-forward factor to implement immediately, the most effective.
Adding urgency to your sales timeline can dramatically increase the desire for your product and can establish a powerful anchor in your customer’s psyche. This changes people’s thinking from “whether to buy from you or from your competitor” to “buy your product now or give up altogether”.
Usually if this is something they want, they will be more likely to convert quickly. It comes to some simple principles:
Is the product on a strict timeline? Are there only a limited amount of hours left to buy? Is there a potential benefit of buying later, according to the discount or shipping option?
Such time-focused principles can dramatically increase the urgency of your offers without establishing any other boundaries around your product. If you call in the next 30 seconds, one reason infomercials are used. Because it works psychologically.
Conversion rate experts proved it to be a very effective method by simply adding a clock to the pages of the category on Florist’s e-commerce site, with a countdown to same-day delivery.
By creating a limit in supply, you can greatly increase the level of demand on a product, increasing the likelihood of a quick conversion. If the test runs well, you can add to the supply later. You can also take a premium with limited supply.
In this best example of Modmom as Shopify shows, a sense of urgency can be placed to ramp up engagement on a temporary product, and in some cases, also create a media buzz.