We all want to increase our conversion rates. More clicks, more email subscribers, and more sales translate to a booming business. If you are stuck at using the basics of CRO, see details here. But, if you’re using CRO tactics and you’re still not seeing the results you imagined, you may be experiencing a bigger problem.
With all the distractions in today’s world, getting people to take action is harder than ever before. You need to make sure website visitors are actually clicking, subscribing to your mailing list, and buying your products.
One way to do this? Using psychology.
Psychology helps us determine what makes people tick. We can then use this knowledge to steer visitors in the right direction.
Here are 5 of the best psychological techniques for increasing your website’s conversions.
1. Use the Power of “Free”
This first technique might seem like common sense. Of course, if you offer free things, people will be more likely to do what they’re asking you to, right?
Turns out, there’s actually a proven psychological component of the power of “free.”
Psychology Today notes that if you offer someone something for free, they experience a sense of joy. This feeling has a huge impact on the next step they take and might just be enough to compel them to act.
Some companies may hesitate to offer free things. How will they make money if they’re giving away stuff for free?
As they say, you have to spend money to make money. And, realistically, you don’t have to spend a lot to offer things of value to your customers. Consider offering your visitors a free download or coupon code for a purchase over a certain amount.
2. Appeal to Buyers’ Emotions
It’s our job to get visitors to click, buy, or take other actions on our sites.
To do this, we tend to explain why they should. We list all the benefits and why visitors should pick you over competitors.
This approach is effective, but as a marketer, you shouldn’t only be using logic. You should tap into your customers’ emotions.
Humans are emotional beings. Our emotions are largely responsible for our decisions, including whether or not we choose to click or buy.
Appeal to your customers’ emotions through your copy. Use storytelling and descriptive language. These elements will help customers relate to your brand and feel more compelled to buy.
3. Experiment with Color
To boost conversions, you should carefully consider every aspect of your site’s design. This includes its colors.
Of course, you want the colors to be cohesive with your brand and message, but you should also use them as a way to drive consumer behavior.
Color has a surprising influence on our subconscious and can affect our decision-making. Humans tend to associate certain colors with feelings. Red and orange, for instance, evoke energy, making them great for CTAs.
4. Use the Power of Social Influence
It’s in our nature to want to “fit in.” We want to feel like we’re part of the group and don’t want to stray too far from the pack.
This sentiment often curbs our sense of individuality. But, the good news is that you can use it to increase conversions.
Show your visitors that other people are hopping onto your brand. Display glowing testimonials next to your products. On your email subscriber form, casually mention over X number subscribers are receiving helpful tips every week.
These simple actions can be very compelling. They’ll leave new visitors eager to join in on the fun.
5. Build Trust with Your Customers
To recognize how important trust is, think like a consumer.
Customers don’t want to give your business to just any company; the last thing they want to do is purchase a crummy product or sign up for a mailing list that sends annoying emails.
Customers are more likely to work with a company they trust.
Luckily, you can build trust through technique #4. People tend to have a lot of confidence in online reviews. You can also build trust by displaying rewards, listing your qualifications, creating informative content, and providing great service.
Building trust may be the last tip on our list, but it’s perhaps the most important! If your customers don’t trust you, they’ll likely overlook any other of the psychological techniques you use.
So, next time you work on your CRO campaign, keep in mind how influential psychology can be. Any site can use these techniques to gear your visitors in the right direction!