5 + 5 ways to increase conversion using psychological techniques. Part 2

We continue to develop the topic of increasing conversion through psychology. It is difficult to succeed in increasing sales without understanding the client, his preferences and characteristics of thinking. We offer you 5 more ways to motivate a customer to make a purchase, which are based on relevant psychological research. They explain how to increase conversions by affecting the maximum number of visitors so that they can start using your product. We supplemented the material with examples.

6. Get customers to “penetrate” your product instantly

Magnetic Resonance Imaging (MRI) studies have shown that the frontal cortex is most active when we look forward to something.

To attract users, remind them that when ordering your product (or using the service), they will not have to face the problem of long delivery or waiting - that is, they will immediately be able to experience all the advantages of the purchase.

Offer demo access or samples (probes), then users can also experience instant joy from exploring the product.



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7. Think of a competitor.

According to some studies of the social psychologist Henry Tyfel, each person is inclined to relate himself to some group, while avoiding other groups. Apple companies have effectively used these techniques in their Mac vs. PC".



The purpose of inventing enemies for yourself is not rigidity in relation to other people or competitors, but the separation of their customers from among others. For example, many clothing companies sew things “only for athletes,” and some beverage companies do not brew certain types of beer.

8. Common Values

Among buyers who are loyal to a single brand, 64% said that they do this because they have common values ​​with this company.

A great example is a community formed by companies like Tom's Shoes, in which, with every pair of shoes they buy, they donate to those who need it.


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9. Devil's Advocate

Marketers have learned an important lesson based on this tradition: studies have shown that when the “devil’s advocate” questions clients' ideas, they gain even more confidence in their starting position.

When they are asked questions: “Are you sure?”, “Do you need this?”, “This tool is for those who like to spend time studying and mastering. Are you ready for this? ”


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You can use this data to act out the devil’s advocate yourself, increasing the confidence of already interested clients (who are likely to buy your product). Pay attention to their problems and provide them with compelling information and examples.

10. Let customers stand on tiptoe

Despite the fact that users love stability, they are also delighted with surprises. In his study, psychologist Norbert Schwartz found that it took no more than 10 cents to change the minds of participants who found this money by accident.

Using this information, you can make pleasant surprises for your users. Remember, this is not a very expensive process, customers will appreciate any sudden trifle.

At the same time, involving them in the game costs nothing, but the effect can be cosmic.

For example, send a newsletter that on Wednesday at 12.00 on your site will appear an exclusive product in the amount of 100 pieces. Those who manage to book it will become the lucky owner. Encourage customers with additional opportunities for using your product: additional minutes of conversations, a lesson as a gift, cleaning the cabin when passing maintenance, etc. This not only increases loyalty, but also makes you think more often about your product and come back to it more often.


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