1. 8 Psychological
Triggers to Turn
an Online “Looker”
into a Buyer

2. 1. Engagement
 Offline, people pick up/touch/examine a product
they are thinking of buying to evaluate it.
They create a personal connection to the product.
 This is not an automatic element in online sales.
Disconnection is a major obstacle in the online sales process.
 To engage a prospective customer online, explore ways to link your
product to an existing experience for the user. Create a virtual, or
psychological, connection to your product.
4/12/2011 2 WebsiteBiz

3. 2. Greed
 Greed is a powerful motivator.
 Online commerce is driven largely by
price of goods or services vs. perceived value.
 People want to believe they are getting the
best deal (i.e. more for less).
Your “sales pitch” needs to convince them of this.
FOR EXAMPLE: eBay’s “Microsoft cashback” promotion
RESULTS: “Bing cashback audience” spends 26% more money online than the
average user.
4/12/2011 3 WebsiteBiz

4. 3. Timing
 People want to be the first to know – whether it’s about an upcoming
event, a new product/service, or current sales offerings.
 Online sales promotions should be well timed and targeted for a specific
event and/or audience.
 Online ad messaging should be contemporary in both content and tone.
 If the offer is exclusive, make sure this is communicated.
EXAMPLE: Many retailers offer “sneak peaks” for
repeat or VIP customers, or limited time offerings for
those first to respond.
4/12/2011 4 WebsiteBiz

5. 4. Demonstrate Authority
 Prospective customers are more likely to buy from you if they believe
you know what you’re talking about.
 This is especially important for online sales, because a certain distrust
naturally exists in this sales medium. There’s nothing tangible online,
only information and your presence.
 Establish authority online through quality, not quantity.
Factors to consider:
– Quality of your website & other online promotions
– Where you choose to advertise
– Messages carefully crafted to engage your target audience
4/12/2011 5 WebsiteBiz

6. 5. Association
 Associate your product with something your
prospective customer already knows about
or uses.
 With this approach, you are not asking people
to modify their behavior. You are approaching
them in a familiar way.
FACTS*: 62% of consumers said they would rather be contextually targeted
(subject of interest) than geographically targeted.18% said they were most
apt to respond to behavioral targeting (based on past behavior on given site).
*Synovate for Vendare
4/12/2011 6 WebsiteBiz

7. 6. Feeling Part of Something Bigger
 People like to belong, to be a part of something bigger.
 Address this need by developing online content that’s inclusive.
– Feature personalized call to actions. Use possessive pronouns to
create a sense of ownership.
– Use images of real people. This allows prospective customers to
visualize themselves using your product or experiencing your services.
- Create opportunities for people to participate, provide feedback and
interact with other customers (testimonials, social media channels).
- Communicate demand for your product/service.
EXAMPLE: LivingSocial.com
Shows how many others purchased
the deal offered each day.
4/12/2011 7 WebsiteBiz

8. 7. Demonstrate Satisfaction
 People are more likely to make a purchase if they are guaranteed
satisfaction, i.e. they know they can’t make a mistake.
 Offer a money back guarantee.
 You aren’t giving them anything that isn’t already entitled to
them by law.
 When you back your product, you’re also
demonstrating authority.
4/12/2011 8 WebsiteBiz

9. 8. Urgency
 Most people will take their time making online purchases, often
waiting for the best deal.
 Provide incentive to close the sale. Communicate why a
prospective customer should buy now and not later.
– Limited time offers.
– Promote current pricing and what they will save.
– Advertize the number of items remaining in stock.
 BONUS: More transparent = less unqualified traffic
EXAMPLE: Giltgroupe.com
Promotes length of time remaining
for promotions, down the seconds.
4/12/2011 9 WebsiteBiz

10. Review of the 8 Triggers:
1.Engagement 6.Feeling Part of
2.Greed Something Bigger
3.Timing 7.Demonstrate
4.Demonstrate Satisfaction
Authority 8.Urgency
5.Association
4/12/2011 10 WebsiteBiz