There are 5 timeless principles of persuasion that can be used to drive more conversions on your website.
Here’s how they work.
Reciprocity is the process of exchanging things with others in return for a mutual benefit. Basically you give someone something and they feel motivated to give you something in return. In this instance, you give users something in return for their attention or action. This is commonly used in the digital marketing space by giving away useful content in return for an ebook, for example. To benefit from the principle of reciprocity you must be prepared to give generously. Most businesses fail in this endeavour because the thing they were giving away had dubious value. So don’t be stingy. Make sure you take a brutal assessment of the ‘value’ of your giveaway.
Scarcity is another powerful technique you can use to persuade users to either click on an ad or complete a desired action once on a landing page. Scarcity triggers fear of missing out (FOMO). And let’s face it, creating urgency has been a part of good ad campaigns for centuries. So think about any and all ways in which you can put tight timeframes on your campaigns, or limit availability. It’s a proven technique to enhance conversion.
Using authority symbols such as awards, seniority, industry accreditations, and expertise can help persuade users to undertake a desired action on your site. This principle of persuasion is perhaps one of the most difficult to leverage because building genuine authority takes time. It’s also why companies hire famous people to spruik their products. This gives their offering instant authority.
4. Commitment & Consistency
Once people make a commitment, their opinions and actions become aligned and are consistent with that commitment. Essentially, you feel bound by your commitment.
Getting your customers to commit, even in a small way, will vastly improve the chances of them proceeding with the full package/product/service.
Some examples of this online are:
Allowing users to book appointments themselves.
Offering live chat
5. Social Proof
Social influence is a powerful tool. Humans have a natural tendency to do things our peers do or suggest.
Social proof is used extensively by brands online and examples include:
Displaying Recognition Your Brand Has Received Online
Are you using these tactics on your website? If not, why not? The biggest reason for an SEO campaign to not deliver the desired ROI is the website couldn’t convert. The tactics above are a great way to tweak your performance in this area, and even small improvements can lead to meaningful changes to your bottom line.