How to use psychology and the principles of influence to double your conversion rate? – WAU
Summary: Use the principles of influence to dramatically improve your conversions. Use apps to help you with that, like Yotpo for reviews, Fomo for social proof and SumoMe for free gifts. Conversion optimization is both an art and a science. An art in the sense that much of what you are going to test (copies, benefits, special offers) […]
Summary: Use the principles of influence to dramatically improve your conversions. Use apps to help you with that, like the Yotpo for evaluations, Fire for social proof and SumoMe for gifts.
Conversion optimization is both an art and a science. An art in the sense that much of what you are going to test (copies, benefits, special offers) is specific to your product and target customer.
But, it is also a science. To improve conversion rates, what you really do is convince a larger percentage of people to buy your product.
And to convince more people to buy your product, you need to do a better job of persuading them to believe that your app / product / service can help improve their lives.
Fortunately, Robert Cialdini (best-selling author of Influence) has unraveled the 6 elements that involve the process of influencing someone.
I’m going to introduce these elements and show you how you can use each of them to increase your conversion rate. Let’s start.
Social Proof – Principle of Influence # 1
Think about the last time you passed a restaurant with a queue coming out the door. You probably wanted to check it out, right?
That is the idea behind social proof. Human beings are social creatures – if we see that other people have bought (and liked) a product, we are more likely to make a purchase ourselves.
In the image:
5 stars ____ 10,243 Average consumer ratings
4 stars ____ 2,510 4.5 stars (14,482 consumer reviews)
3 stars ____ 702
2 stars ____ 374
1 star _____ 653
Most useful consumer rating
18,653 out of 18,810 people found the following review useful
In the image:
Join 25,112 marketers and counting…
Don’t miss it: get your weekly news through SEJ and receive the free e-book: The Internal Social Media Strategy of SEJ Uncut (With Documented Results!)
If you haven’t already done so, try to incorporate the following social evidence into your home page or product page to see how they affect your conversions:
- Comments (the more the better)
- Customer testimonials you want to reach
- Social media test (showing Facebook likes, Twitter followers, etc.)
One of the best tools I’ve seen to add a piece of social proof to your website is an app called Fomo. It basically fetches your store’s recent sales and displays them as nice notifications in your store (example in the lower left corner).
In the image: Chanya just signed up for the “Amigos do Fomo” newsletter
Adding social evidence like this (people are buying things!) Can increase conversions, up to 40-80%.
So, if you don’t have testimonials, lots of reviews or other social evidence, go for it!
Reciprocity – Principle of Influence # 2
Reciprocity is the idea that people want to return favors. That is why giving gifts, samples and other gifts to your visitors can be so effective in increasing conversions.
A classic example is the “free ebook” that many websites offer in exchange for an email address. They are offering you something for free, which makes many people feel compelled to accept the offer.
In the image:
233 Key Insights to Shape, Guide and Cultivate Your Brand
Free Ebook! Download now
You can test this principle of reciprocity in your store in a few ways:
- Give your site visitors a free ebook or coupon
- Reward people with a gift or freebie after they subscribe to your email list or finish a blog post you wrote
- Set up a rewards program where your customers receive $ 10 if they refer your site to a friend
In short: people love things for free.
Commitment and Consistency – Principle of Influence # 3
If people commit themselves, orally or in writing, to an idea or goal, they are more likely to honor that commitment.
This is often called the “foot in the door” technique. This principle is also why popups work like this:
In the image:
Do you want to convert your bounce traffic into revenue?
Yes I want. No, let’s give it up
As soon as you say “Yes”, you are making a (small) commitment to the site.
Once you’re committed to turning bounce traffic into revenue, you’re more likely to sign up for the Bounce Exchange (the source site for the popup above).
How you can test this on your site to improve conversions:
- Add a popup similar to Bounce Exchange (see above)
- Ask customers to publicly support or commit to buying or using your product. If their friends know they’re fans of your product, they’ll likely continue to use (and buy) what you have to offer
- Ask customers to display images of themselves using your product on social media
Each of the options above are small ways to get your customers or visitors to “commit” to your product, which will make them a little more likely to buy.
This brings us to Principle # 4 …
Authority – Principle of Influence # 4
The idea behind this principle is that people often trust the opinion of perceived experts and authorities: doctors, politicians, major media sites, celebrities, etc.
That’s why you’ll see something like this on many sites:
For my own company, Kettle & Fire broth bone, we apply this principle on our homepage, including testimonials (social proof!) From a well-known author and a doctor.
How to apply this principle:
- Add testimonials from famous customers or influencers
- Put the logos of the media sites that cited or covered your site
- Include quotes from researchers, doctors and other authority figures about your product (or industry, if you don’t have real quotes)
Time for our next start!
Like – Influence Principle # 5
This is easy – people like to bond with whoever they like!
The more likable, presentable and friendly your site is, the more likely they are to buy it from you.
That’s why people buy from brands like Dollar Shave Club, Chubbies and others that have a personality that customers can identify with.
In the image:
Real men wearing real shorts in the real world. #Chubbies
This is the most difficult principle to apply to improve your conversion rates. However, by injecting personality into your website, you will attract a certain type of customer who will respond to that.
Which brings us to the last principle …
Scarcity – Influence Principle # 6
Have you ever seen a sale or offer that said “Only for a limited time ?!”
Of course yes. You’ve been on the internet before.
This is the scarcity principle at work. That’s why things like settlement sales, unique offers and “only 5 in stock!” generate purchases.
In the image:
5 am to 11 am, Friday ONLY
November 23rd. While stocks last.
To apply this principle on your website, you can:
- Highlight “limited time” sales with a countdown timer with an expiring offer
- Have a 24 hour clock in real time showing a discount or sale
- Show people how many units of a product are in stock. This app is practical for that
And that’s it! These are the 6 principles of influence presented in a way that you can apply them to improve your conversion rates.
The best way to improve your conversion rates is to do several A / B tests where you apply the above principles. I recommend testing different:
- Button sizes, colors, copies
- Site layouts
By running 1-2 A / B tests per week, in a few months you should be able to improve your conversion rate by 20% to 200%!
There are huge conversion gains to be made by applying the above principles. Go ahead and apply them!
* Content produced by Ryan Kulp, founder of Fomo, a marketing platform to create social proof and urgency in visitors to increase conversion.