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Using Customer Psychology in Digital Marketing for Conversions

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Did you come to this page to find out how to use customer psychology in digital marketing?

Great! Let’s discuss…

I am sure you will agree when I say that bringing in new customers is a very important, as well as the most difficult, part of any business.

Right?

What if I told you that using some basic customer psychology in your digital marketing strategy can help you boost your numbers significantly?

Quality and service play a huge part in how your consumers perceive you. However, understanding the psychology behind consumer behaviour can help you reach out to, and hook in, more customers.

Customer Psychology in digital marketing is no different from offline marketing. That is an old subject with plenty of tried and tested tips and tricks to increase sales and customer loyalty.

Here is a short guide to using customer psychology in digital marketing to get great results!

13 Ways to Use Customer Psychology in Digital Marketing to Bring In and Retain Customers

13-ways-to-use-customer-psychology-in-digital-marketing-to-bring-in-and-retain-customers

The 5-second Test

What happens when a customer sees your content?

Believe it or not… you have less than 5 seconds to convert them!

It may not seem a lot of time, but you have to remember that interviewers decide in the first few seconds whether they like a candidate or not.

First impressions are important. In this regard, customer psychology in digital marketing is no different.

Human beings are great at ‘thin-slicing‘, which means we can infer a lot from very little information. A glance at a web-page or an article or an image will tell the viewer whether they like it or not.

This fact about human psychology determines whether people will stay on your website or not. Utilising this information about customer psychology in digital marketing will mean creating each page that will impress the viewer instantly.

When optimising a page, make sure to do the 5-second test on it. Similarly, when planning a social media campaign or an email promotion, make sure that the appearance and the headlines grab the reader’s attention immediately.

Emotional Engagement

Nearly every decision people make is based on emotions to some degree. This is not just customer psychology in digital marketing… this is a universal truth.

So what does that mean for you?

It is well-known that people will stay loyal to brands and companies that evoke a positive emotional response.

If you already have personality profiles of your customers, getting that positive emotional response becomes easier. Using that information, it is possible to create a digital marketing strategy that creates an emotional reaction in the viewer.

How do you do that?

There are several ways of using emotions to drive conversions. These include the human need to belong to a group. Apple has used this style of marketing to create a cult following.

Ways to do it would be to create an exclusive air around your product, to create a story where people using that product form an exclusive club.

Including a personal story around the product makes the product more ‘familiar’ to the user. Once that emotional connection is made, customers tend to become loyal to the product.

When writing the content or copy for your website or email, make it personal. Make it sound like you are talking directly to the person who is reading it.

This need for an emotional connection is so strong that people are willing to forego customer satisfaction as long as there is emotional engagement.

Colour Psychology

Individual colours may not have the same emotional meaning for everyone. It varies from culture to culture as well as different personal experiences.

However:

It is possible to create a mood with a combination of colours and shapes.

I mean, if you have a page that is white, with red hearts on it, you will obviously associate it with Valentine’s Day and romance.

On the other hand:

If you had a white, red, and green page, you would most likely think Christmas.

Of course, the individual tones would matter as well. This combination could very well signify ‘Italian’!

After you have created a mood with colour combinations, you can make your call-to-action stand out by using a contrasting colour. Once the rest of the page has set the ‘mood’, the prominent call-to-action will draw the viewer’s eye.

(For more on this subject, read our detailed article on Colour Psychology!)

Decision Paralysis

While it may seem intuitive that offering a hundred choices will result in at least one being chosen, reality doesn’t quite work that way.

People don’t like too much choice.

Let me repeat that.

Human beings do not like having too much to choose from.

Too many choices make us nervous.

What happens then?

Because we are so paralysed by the decision, we end up not choosing at all.

Decision paralysis is a real phenomenon, and you want to avoid it.

Don’t confuse your audience with too many products in a category, too many decisions, multiple calls-to-action, too many options, too much information.

Keep it focused. Keep it simple.

Offer Knowledge before Selling a Product

If an expert and a stranger offered you advice, who would you listen to?

The expert, right?

If you were a customer, would you rather buy a product from someone who was trying to sell you something or someone who was trying to help you?

Both these salesmen would offer you a product, but you will be happier buying from the latter.

Be that salesman.

Be the expert and seller of knowledge before you try to sell your product.

If your product comes as a part of a solution, people will be happier to buy it.

That’s why it is so important to engage with your social media community instead of just posting product details.

Persuasion Architecture

Designing a website or an ad is not just about making it look good. It is also about optimising conversions.

Persuasion architecture is the art of designing the layout in a way that drives conversion.

For example:

Using lines to take the viewer’s eyes to the call-to-action button

Using text to direct the order in which to view the page.

The language you think in is very important in the direction your eyes ‘flow’. English speakers will view the page from left to right. If you align the content to move from left to right, you can place the call-to-action where the eye stops.

Another bit of customer psychology that can be used in digital marketing is the fact that people tend to focus on faces. If you use an image of a face in your content, the viewer will automatically look towards the direction of the gaze.

How do you use this?

Use a face that is looking towards the most important bit of information on the page… what you want the viewer to see first.

Make Conversion Easier

From what we have discussed so far, it is obvious that people rely on first impressions and they don’t like to be bogged down with too much information.

What does that mean for your digital marketing?

Just this:

Make conversion easy.

It is called the Principle of Least Effort. As the name implies, it states that people follow the path of least effort. Make it easy for them to find and get what they want.

If you want them to click on a button, make it very obvious.

If you want them to buy your products, make it very easy for them.

Get rid of a long registration form and more people will sign up.

Let me repeat:

Make Conversion Easy!

Use the Magic Words

Free! New! Instant Results!

These are words that buyers love to hear. The implied gain in these words can be very persuasive in selling your products or services.

However:

Even more persuasive is the implied loss.

What do I mean?

Limited Edition! For a short time only! Only 5 remaining! Offer valid till midnight today!

If you don’t buy/register/call now, you might not get it at all!

Loss Aversion is a powerful psychological tool. People don’t want to lose out on potential gain. These words create a sense of urgency that makes them convert.

Label Your Customer

Remember how people seek ‘tribes’ to belong to?

You can use this bit of customer psychology in digital marketing.

How?

Create labels for your customers.

It could be as simple as ‘Our Awesome Customers’.

It could be as specific as creating a label for them using your brand name. (‘I’m an Apple user!’)

Create Categories

People love being more important than others. If you can create exclusivity around your brand, you can exploit this desire.

However:

You can create loyalty by creating categories within your customers.

Everyone would want to be a Gold Member if there was a category for general users and a Silver Members.

‘You may be a [brand] loyalist, but I’m a GOLD level loyalist!’

Anchoring

We humans have a weird way of thinking.

When presented with a product, we look not at its intrinsic value but it’s perceived value.

For example:

If offered with a choice between a gift-wrapped box and a gift-wrapped box with a bow on it, we’d look favourably upon the one with the bow.

It may have no bearing on the contents of the box, but it looks more appealing.

You may offer the same service, but if you create one bundle with a minor advantage, it will appear better value for money.

It may be the same coffee in both cups, but if one has a design made out of milk foam, you may be able to charge more for it.

You may be selling the same quality of product as your competitors, but the fact that you offer more colour options might make you stand apart.

Set yourself apart by giving your clients an ‘anchor’ to compare against. Present yourself so that you have more perceived value than your competitors.

Create Excitement

Creating a buzz around your offering will make your customers excited about it. This can be very effective before launching a new product.

How can you use this?

Start a discussion around it on social media.

Make the product purchase ‘By Invitation Only’.

Create a mystery and dramatically reveal it.

Create a unique social movement around it. (Remember the ALS Ice Bucket Challenge?)

Quality First, But Speed Second

Customers LOVE quick service.

Whether you are offering a product or a service, get it to them quickly.

If they have a complaint, respond to them and fix it quickly.

However, don’t compromise on the quality of your product, service, or customer service just to be quick.

Make It Easy To Contact You

A very important thing regarding customer psychology in digital marketing is this:

The customer needs to trust you.

Whether it is their faith in the quality, in your reliability, your after-sales services, trust is important.

One of the ways to build trust before your product has convinced them is to make yourself easily available.

Having your contact details displayed prominently is a great way of doing this.

A phone number, especially, is very reassuring.

Customer psychology in digital marketing is a subject that has had books written on it. However, a big part of it is understanding your customers and tailoring your marketing strategy towards their behaviour and needs. If you have a complete understanding of your own offerings and your customers, selling your wares becomes easier!

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