What is Conversion Psychology?
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What is Conversion Psychology?

Last updated on November 10, 2016 by Fahad Muhammad in Conversion Rate Optimization

How would you like to get into the head of your potential customers? Reserve a seat in their frontal lobes and influence the way they plan and choose their actions. Which in the marketing world and specifically in the domain of landing pages means seeing your visitors transition into becoming your customers by clicking on your CTA button.

No, this is not an introduction to an advanced psychology class, neither am I going to teach you how to make little voodoo dolls and then show you exactly what to do to make them click buttons. What I am going to put in front of you today are simple psychological principles that work wonders for the conversion process, because they influence the way your visitors think and so enable you to sway them in the favor of your product or service.

All the psychological principles below can be easily incorporated on your landing pages to hike up your conversion rates.

Principle #1: People want a reason why

The human mind functions rationally, granted this rationality is bounded but this doesn’t put a stop to the human thirst for reasons to perform actions. We are most comfortable doing things when we know exactly why we should do them- translation; we are always hunting for answers.

If someone’s giving you something you just don’t accept it, you think about why he’s offering you something in the first place and you wonder about the thing that’s up for grabs. Even if something is offered for free, visitors just don’t jump at it but they think “what’s in it for me, why should I use this product.” This is the reason why not everyone signs up for every free trial that pops in front of their screens, because not everyone gives their customer an adequate reason why they should do so.

Once you put on your landing page the answer to the question “what’s in it for me?” you get closer to scoring your conversions because only when your visitors are able to rationalize their decision of clicking the CTA will they move forward and do so. The phenomenon of consumer rationality and free will is explained nicely by Dr. Micheal Gazzaniga in his book “Who’s In Charge? Free will and the science of the brain.”

The Startup Weekend has a landing page that works on this principle, by explaining to their visitors the reasons why they should attend the event and what the organization is all about then he gets the right answer to his question.

first principle

Principle #2: Narratives help engage the subconscious

Everybody loves a good story, in fact we even like mediocre ones when they’re consistent and told in the right way. From their dads’ bedtime stories to brand narratives, your visitors are bombarded with stories throughout their lives, and even though the sheer volume of stories is a lot we still don’t get tired of hearing them and this is because 95% of our cognition doesn’t happen in the conscious side of the brain but in our emotional brain which is mostly referred to as the subconscious.

When you narrate a story to your visitors you basically activate their brain’s center associated with sight, taste, movement and sound. When you tell a story to them you make them feel an experience, not just tell them what happens but actually take them through it. This kind of experience is the most effective when you keep your story consistent. Among some of the brands that are consistent story tellers is Mtn. Dew or Mountain Dew with their whole “Do the Dew” slogan and theme of extreme, on the edge activities just to get to the dew.

principle 2

Principle #3: Curiosity isn’t only for cats

While curiosity may kill cats, when you use the power of curiosity on your visitors what you kill is a low conversion rate because when used right this little devil has a lot of potential. The Information Gap theory by George Loewenstein posits that when we are faced with a gap between what we know and what we desire to know we act to fill that gap.

When you use the principle of information gap theory the correct way on your landing page you essentially make your visitors act by clicking on your CTA button. When we are curious about something not only are we anxious to perform an action but our brain’s pleasure centers get activated making us feel happy about our actions. So, not only will your visitors click on your CTA button but they’ll be excited and pleased to do so.

The principle of curiosity plays an important role on Coming Soon landing pages, where you give your visitors a delicious nugget of information and then ask them to subscribe to find out more when the time is right. Another way of implementing curiosity on your landing page is through the use of clever copy- give them a taste of what they want and tell them all that’s standing in the way of them and their goal is the bright CTA button.

The Zipongo landing page gets the job done when it comes to curiosity.

zipongo

Not only does the page promise to give visitors deals that they actually need it’s also telling them that they can now get them for 50-90 % off. After viewing this page the Zipongo customer is forced to think, “I can get what I want at a price that I can actually pay and all I have to do is click on that green button.”

Click.

And this is how conversions come flying in.

Want visitors to click on your CTA button by the boatloads, just put these simple psychological principles to work and you’ll notice an increase in your conversions in no time.

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