Whether you’ve been aware of it or not, you’ve always relied on psychology one way or another to appeal to your customers and followers. Our minds work in very specific ways, and we respond to specific stimuli which can be created by brands to leave the right impression and establish themselves in their industry. The shelves in stores have a very particular order to them, and the same applies to the brands that earn the most desirable spots on those shelves, as opposed to the products shoved towards the back. We design websites in the same way, to appeal to how the human mind works and what captures our attention.
Marketing psychology has been around for a very long time, and we’ve used it to improve our sales many times over. This time, however, you can use some of the more refined methods that will target your audience more effectively and combine them with your existing techniques.
Bring FOMO to Life
The fear of losing out, or FOMO for short, is not a new concept, but one that has grown with e-commerce taking over the throne of our shopping habits. Today, we have almost every single channel out there enabling some form of exclusivity. For example, the stories you can publish on Instagram and Facebook will last only 24 hours and then get forever lost, causing your followers to want to check those out as soon as they’re published, otherwise they’ll lose their chance.
The same happens when you label your product as limited edition, or you post precisely how many items you have left, noting that there won’t be a renewed stock after that batch is sold. If you tag simple CTAs such as “get yours while they last”, or “hurry up!” for flash sales, you push people to make a choice faster.
Social Proof is the Name of the Game
As the very phenomenon implies, we are very social creatures by nature, so we value the views of people who share our values and preferences. This is essentially the basis of any word of mouth marketing, as we’ll rather purchase the kind of laundry detergent tried and approved by our friends and family than an unknown brand with a fabulous commercial. You can actually generate social proof right there on your website by directly letting your visitors know when someone buys on your site.
You can integrate a social proof tool such as Cue to generate notifications with the name and the product the person has purchased, announcing to your site visitors that others like them trust your brand. This mimics a brick-and-mortar shopping experience where visitors can clearly see which products are selling like hotcakes and that they should hurry up to get their own.
Security Front and Center
Although online shopping is certainly not a new notion, we still care very deeply about our most sensitive information, and we don’t like the idea of risking the security of our bank accounts when sharing credit card information with new sites. If your site doesn’t seem secure enough, you can rest assured that no amount of storytelling or beautiful imagery can compensate for that.
To inspire peace of mind, you should put forth all of your security badges and clearly state what you are doing to protect their data and prevent malicious handling of their information. To put this in the kind of numbers marketers will appreciate, studies show that revenue can increase over 70% per each visitor upon using security seals on the site.
The Psychology Palette
Just like the right story will appeal to your target demographic, pairing your storytelling with the right visuals can give you an even greater advantage to land more sales. Sales-boosting colors, for example, such as red for power or green for serenity, denote specific emotions, and they inspire those very same states of mind, preparing your customers to make a purchase.
That’s why businesses pay close attention when making a business logo, to include specific colors that will inspire specific emotions and elicit purposeful actions. Applying the same design principles in product landing pages, and overall web presence helps you put your customers in the right mood to shop.
Use the Goldilocks Effect
Another fun psychology fact: people like to have options, and they like to avoid extremes. This is where the Goldilocks effect can help you seal the deal precisely by appealing to that mixture of human traits. Give your customers several key options that differ in price, often three tiers, and they’ll often pick the one that’s some form of middle ground among your choices. Not too hot, not too cold, if you will.
By giving them differently layered services or products, you give them the illusion that they’ve chosen that particular one on their own, whereas you actually prepared them for that very selection in the first place.
Psychology is the foundation of all marketing, and since times change how customers interact and what they find most appealing, these “tricks” also change and become more refined in time. Use them to strengthen your position in the market, make your products all the more alluring, and increase your sales over time.
Mia Taylor is a 33 year old blogger who writes about beauty, fashion and travel. She had always been passionate about fashion and over time she had developed a style of her own. Mia loves to mix and match and get inspire girls with her advice about outfit and accessories. She loves telling a story about her travels, providing beauty tips with readers.