The 7 principles of Cialdini applied in online marketing to boost conversions on your website

1. The Complete Guide to
Psychological Triggers and
Cognitive Biases
GETUPLIFT.CO

2. Contents
ABOUT THIS GUIDE & HOW TO USE IT
02
04 ANALYSIS PATALYSIS
05 ANCHORING
06 ANTICIPATION
07 AUTHORITY
08 AVAILABILITY HEURISTIC
09 BANDWAGON EFFECT
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10 BELONGING BIAS
11 BUYER'S REMORSE
12 CHOICE SUPPORTIVE BIAS

3. Contents Continued
COMMUNITY BIAS
13
14 CONFIRMATION BIAS
15 CONTEXT EFFECTS
16 DECOY EFFECT
17 DISPOSITION EFFECT
18 ENDOWMENT EFFECT
19 FORER EFFECT/ BARNUM EFFECT
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20 FOOT IN THE DOOR TECHNIQUE
21 FRAMING EFFECT
22 FREQUENCY ILLUSION
23 HYPERBOLIC DISCOUNTING

4. Contents Continued
IDENTIFIABLE VICTIM EFFECT
24
25 IKEA EFFECT
26 ILLUSORY TRUTH EFFECT
27 IMPACT BIAS
28 IRRATIONAL ESCALATION
29 LOSS AVERSION
30 LAW OF THE INSTRUMENT
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31 LIKEABILITY EFFECT
32 MERE EXPOSURE EFFECT
33 MIMICRY
34 PERCEIVED VALUE BIAS

5. Contents Continued
SCARCITY
35
36 SOCIAL PROOF
37 STATUS QUO BIAS
38 TRUST BIAS
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6. "Whoa Talia - that's an amazing amount of information! Thanks for
sharing, really impressive download." Faye Gelb, Founder of Her Legal
Global
Just skimmed this and it is wonderful! I've saved it and setting aside
a morning next week to dive in and start looking at my site from this
perspective. Art Mallet, co-founder Art From NY
“I just read your Psychological Triggers guide and I love it! It's one of
the best ebooks I've ever used! I need to print it and have it around at
all times!" Marta Bermúdez, Content marketer at Txerpa
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What other marketers, entrepreneurs and founders have
tosayaboutthisguide
Welcome!
Thank you for downloading this free
guide to using psychological triggers
and cognitive biases in your
marketing campaigns.
I created this guide to give you the
tools to understand your prospects
better, and increase conversions.
© G E T U P L I F T 0 2

7. WHAT’S THIS WORKSHEET FOR?
“A cognitive bias refers to a systematic pattern of deviation from norm or
rationality in judgment, whereby inferences about other people and situations
may be drawn in an illogical fashion.”
Wikipedia sums it up neatly:
You can use The Psychological Triggers and Cognitive Biases cheat sheet to
optimize every landing page, sales page, email sequence and campaign you
plan.
Essentially, our decisions are influenced by various (and subconscious)
psychological triggers.
While we love to think of ourselves as rational people who make rational
decisions, most of the time our brain is affected by how it sees things. And later,
when we are trying to rationalize our decisions, we use logic to explain them
away.
Cognitive biases, or psychological triggers are our brain’s tendency to be
persuaded by unconscious triggers that affect our decision making process.
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This cheat sheet will help you quickly identify various psychological triggers
you can use (or must avoid) in your design to improve conversion rates and
increase campaign ROI.

8. HOW DO I USE IT?
The name of each psychological trigger
What each trigger means and how it works
Ideas for how to use each one in your campaigns and funnels
Examples of how others have used them successfully
Use this to cheat sheet to get the best hacks for using persuasive
techniques in your design and copy. You’ll learn what each trigger does
and how/where you can use it effectively. Plus, you’ll find examples and
link to relevant case studies.
What you’ll find in the guide:
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9. Definition: Your brain has a hard time making choices. When presented
with too many options, the default is to shut down.
That’s why so many of us procrastinate. All the noise from ads, CTAs,
information and life make it hard to make a choice and take action. That’s
why the action (and conversion) gets postponed (sometimes indefinitely).
On landing pages. Have one clear, actionable call to action. Avoid too
many offers and confusing messages.
On pricing plans. Your customers get dozens of offers a day and have
many choices to make. To make it easier, avoid having too many
options and ensure those you do offer are easy to compare and that
they direct customers towards the plan most suited for them.
In promotional materials. Avoid asking people to do more than one
thing in ads and email marketing campaigns. Instead have one clear
CTA that tells a visitor exactly what to do.
ANALYSIS PARALYSIS
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Where to avoid it: Mainly landing pages, pricing pages and checkout
flows.
How to avoid it: Keep your design simple, clutter free and clean and help
your customers by reducing the amount of choices they have to make.
Here’s what this looks like in practice:
Examples: 8 psychological triggers to optimize your pricing pages
26 pricing page examples and best practices

10. Definition: Anchoring is our tendency to rely on the first piece of
information presented to us to make a decision.
Essentially, when a higher price is presented first, it becomes the
benchmark against which a price is evaluated. For example, if you go to a
store and are asked to pay $700 for a shirt you may gasp in horror,
however if you’re then presented with a shirt for “only” $400 it may seem
cheap as you’re now comparing all prices to that initial $700.
ANCHORING
0 5
Where to avoid it: Most common places include pricing pages and thank
you pages.
How to use it: On pricing pages, consider placing the higher price on the
left hand side (as people read in English from left to right) to ensure they
see the higher price first, and the bargain right after. This helps people
easily compare prices and helps you direct user attention towards a
certain plan.
Example: This cognitive bias will help you create more persuasive landing
pages
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11. Definition: Anticipation is a key stage in human happiness. Keeping our
customer’s anticipation high increases retention and brand engagement
by ensuring people are constantly waiting to hear from you.
We’re wired to anticipate and look forward to positive events and
outcomes. That’s why we need to strengthen this tendency with our copy
and content strategy and keep our customer in a state of anticipation.
ANTICIPATION
0 6
Where to use it: Most commonly used on landing pages, email marketing
campaigns, drip sequences and Thank You pages.
How to use it: A known tactic that many retailers use on their sites is
creating anticipation towards the “end of the month sales” campaign.
Throughout the month, send subscribers emails reminding them that the
big sale is coming soon to increase customer anticipation. Using this bias,
you not only ensure people are excited about the sale and waiting for it,
you may also grow your subscribers list and increase engagement and
conversions during sale time.
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12. Definition: Our tendency as humans to inherently trust figures of
authority.
AUTHORITY
0 7
Where to use it: To be used with hero images, social proof and reviews on
landing pages, pricing pages and sale emails.
How to use it: Common examples on landing pages and pricing pages
include:
Highlighting the amount of customers/users you have.
Highlighting well known clients or partners’ logos and mentions in
well-known magazines and newspapers.
As social proof, having authority figures write a testimonial for you
or using their image to establish authority. You can use images of
doctors, professors and other authority figures that project trust.
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13. Definition: An availability heuristic is when someone relies on information
that is immediately available and/or information that immediately comes
to mind during a certain event.
As a result we might judge these events as more frequent and possible
than other events. For example, after watching a news piece about lottery
winners, you may start to overestimate your own likelihood of winning the
lottery.
AVAILABILITY HEURISTIC
0 8
Where to use it: Landing Pages, Pricing pages
How to use it: According to the 'Availability Bias' our potential visitor's
decisions are influenced by the most recent information available to them.
So if you’d like to create a sense of trust, stability and success, test placing
your social proof before your call to action. Or use testimonials that
highlight specific values and/or use well known and trustworthy logos to
emphasize them. Another way would be to use images highlighting the
outcome of your service because this will set expectations for future
customers.
Example: 10 Advanced ways I use social proof to increase conversions
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14. Definition: This bias represents our tendency to change our opinions,
decisions, beliefs and ideas according to the amount of people who think
the same way. This happens because most people prefer to conform and
be just like everybody else.
The more people think in a certain way, the more likely is it to grow in
popularity and be trusted by newcomers. For example, when comparing
between items/products/options we tend to choose the more popular
one.
BANDWAGON EFFECT
0 9
Where to use it: Pricing pages, landing pages, upsell emails and more.
How to use it:
Statements such as “Join millions of happy customers” are a great
way to emphasize your popularity and show potential customers
you are the safe and popular choice – the one everyone chooses.
Reviews are another great way to highlight the amount of people
using your service or purchasing your products.
On pricing pages, a common practice is highlighting a certain
package with a banner saying “most popular” / “most trusted”.
Example: How I use the bandwagon effect (and other cognitive biases) in
social proof to increase conversions
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15. Definition: Humans are social creatures who love to feel part of a group or
a community. As a result of this bias, customers often purchase products
in an attempt to feel part of a specific group. Being around people who
share our goals or care about the same stuff as we do makes us feel more
secure and happy about our decisions.
BELONGING BIAS
1 0
Where to use it: Commonly used in opt-ins, sign-up pages, pricing pages.
How to use it: One of the most common and well-known strategies for
signing people up to a service or a mailing list is to enhance the sense of
community and exclusivity. Show the amount of people in the group and
highlight the unique content only subscribers get.
Invite visitors to join your family/exclusive club and receive
exclusive personalized offers.
Other variations include: “Join X amount of people”, “Join our
exclusive mailing list to gain…”, etc.
Name your pricing plans in ways that categorize people in groups
such as the “gold members” vs. the “platinum” – it gives people a
sense of prestige and belonging.
Example: Emotional Targeting Guide
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16. Definition: This bias (stemming from Cognitive Dissonance) is responsible
for us second-guessing a buying decision.
BUYERS REMORSE
1 1
Where to use it: Ecommerce emails, progress emails, gamification
How to use it: Our goal is to help people feel good about their purchase,
keep our customers happy and returning. To do that on eCommerce sites:
Keep your customers updated with the current location and
estimated time of arrival of their package. This will help increase
anticipation and excitement towards delivery.
On SAAS platforms and tools show customers how far they’ve come
and their achievements using your service.
Use gamification: Allow customers to set goals for themselves and
achieve points for taking certain steps (e.g. filling in their profile,
reviewing items, writing recommendations and sharing items).
Once they get to a certain amount of points, offer a discount on
their next purchase or a free gift.
Use your email marketing campaigns to constantly keep customers
intrigued and excited about their decisions.
Use thank you pages to keep customers engaged.
Example: 7 Ways I increase conversions and retention rates using thank
you pages
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17. Definition: The act of remembering one’s own choices as better decisions
than they actually were. This is one of our most basic psychological
triggers, in charge of our tendency to think more highly of the decisions
we make while downplaying the negative attributes of said choice.
Due to this bias we tend to ascribe negative attributes to the option we did
not select as a means to justify our choice to ourselves. This is the bias
that’s in charge of making us feel better if we suddenly see the same shirt
we just bought this morning for half the price in another store.
CHOICE SUPPORTIVE BIAS
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Where to use it: Thank you pages, landing pages, pricing pages, email
marketing, retargeting campaigns
How to use it: Similar to the buyer’s remorse bias, our goal is to make
people feel good about their decision making process and past decisions.
To do so:
Update your customers on their recent purchase or their progress
within a platform by using positive attributes to it and
congratulating them on their wise choice.
Displaying testimonials and reviews makes customers feel good
about their decision, helps them feel part of a larger community
and increases self confidence in their choices.
Example: How to build habit forming experiences

18. Definition: Similar to the belonging bias, we have an inherent need to be a
part of a social community. Being part of a community makes us feel more
comfortable and inspires us to take action to achieve our desired results.
Being around people who share our goals and care about similar aspects
of our life makes us feel more secure, builds our self esteem and enhances
our self confidence.
COMMUNITY BIAS
1 3
Where to use it: Landing pages, ad campaigns, pricing pages and checkout
flows – also great for retention and engagement process.
How to use it: Enhance your brand’s sense of community using:
Testimonials that also mention the community or family feeling
your service provides
Send out regular emails to existing customers updating them about
your team and business so they feel connected
Highlight the amount of customers or users you have on your
homepage or landing page
Create an online community or forum for people to ask questions
Use images showing genuine happy customers gathering together
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19. Definition: The tendency to favor information that confirms one’s existing
beliefs or attitudes. This psychological trigger is so strong that if we
discover a better deal / platform or service after our purchase, we will still
convince ourselves we made the right decision.
CONFIRMATION BIAS
1 4
Where to use it: Email marketing, retargeting
How to use it: To capitalize on this bias, you need to optimize your
retention flows.
Make sure to continuously engage with your customers and remind
them why they chose you.
Update them regularly about their progress or package.
Make sure you build a strong relationship with them that makes
them feel comfortable and interested in learning more.
Use positive affirmations congratulating customers on their great
choice.
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20. Definition: The way we experience events isn't just affected by the event
itself but by the context it's set in and the event's surroundings.
Essentially, an event is more favorably remembered when the surrounding
environment is comfortable and appealing.
CONTEXT EFFECT
1 5
Where to use it: Landing pages, thank you pages, ecommerce experiences
How to use it: To leverage this bias you must think about the strategy of
your entire design.
Your landing page (for example) needs to be easy to read, easy to navigate
and more importantly, create a delightful experience that resonates with
customers and makes them feel comfortable. While you may be selling the
best product on the market, if your landing page doesn't appeal to your
customers, confuses them or doesn't address their specific needs, visitors
will remember this experience as a negative one.
Example: How to address the emotional needs of your customers
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21. Definition: When presented with two options, people have a hard time
making up their mind. People have a noticeable change in preference
according to the way choices are presented and we tend to prefer the first
option because it looks better, even though both options could be exactly
the same. Many times, using a third option (a decoy) helps guide our
customers towards a specific choice.
DECOY EFFECT
1 6
Where to use it: Pricing pages
How to use it:
Add a third “no-brainer” pricing plan option. The idea? Use a third
pricing plan option to increase the perceived value of another plan.
It’s a way of helping customers immediately see that by choosing X
plan they get almost the same value as on the third plan but for
much less money.
Add a third pricing plan option which is far more expensive than the
one you want your customers to choose. Our goal: The higher
priced plan makes the middle tier plan seem more attractive and
economical.
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22. Definition: This effect is based on the theory that people consequently
base their finance decisions on perceived gains. For example millions of
people invest in mutual funds and shares, despite knowing the risks
associated with it. However the perceived gains associated with these
financial investments keeps them going.
DISPOSITION EFFECT
1 7
Where to use it: Pricing pages
How to use it: Displaying multiple pricing plans containing more features
for higher priced plans. Offer a few pricing plans to visitors (magic number
being 3).
While the first plan will probably be free or at a very low cost, convince
potential customers to invest in the more expensive plan by highlighting
the many benefits and features. In this case, the disposition effect can
take place as prospects will tend to focus on gaining all of those features
and benefits.
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23. Definition: Once we own something, we get used to owning it and we
adjust to that ownership. We won’t be quick to let it go. In fact once we
own something (even for a little while) we tend to credit much higher
value to it than it may actually have.
ENDOWMENT EFFECT
1 8
Where to use it: SAAS products – landing pages, email marketing, upgrade
plans
How to use it: This bias can be very irrational and is similar to the IKEA
effect. The more we put into a product the higher value it gets in our eyes:
Free trials are the most common use of the endowment effect. Once
our customers commit to a certain product, invest time in it,
building their profile and adding information the harder it is for
them to let go and not upgrade their plan.
Apply urgency to your landing pages, pop ups and pricing plans.
Highlight the outcome of leaving, for example “All your information
will be lost”.
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24. Definition: The tendency of individuals to attribute broad general
statements to themselves as if they are tailored to them specifically. For
example, the way we tend to believe that horoscope predictions are tailor
made for us.
FORER EFFECT/ BARNUM EFFECT
1 9
Where to use it: Landing pages, Offer Pages, email marketing
How to use it:
Write your content for one single visitor. Address the visitor directly
by using words like 'you' 'yours' or 'your' in your copy. Use words
like "I" or "Us" to give a sense of personalization and a direct
conversation.
Address a common pain point and feeling your prospects feel.
For example, identify the one big pain prospects experience before
finding your solution and make your landing page about that pain.
Though it's written for many people who feel the same way, each
visitor feels they are being addressed personally and that their
concerns are met.
Workshop: How to go from blank page to high-converting copy
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25. Definition: Once we’ve performed a small action (like submitting your
email address in exchange for a free guide) , we’re more likely to continue
performing additional actions (like filling in more details about ourselves).
This bias is used a lot as a marketing tactic that involves getting a visitor
to agree to a larger commitment or request by first getting them to agree
to a smaller, more trivial request.
FOOT IN THE DOOR TECHNIQUE
2 0
Where to use it: Thank You pages, registration flows, opt-ins, free trials
How to use it: There are many ways to use this technique:
On your Thank You page, learn more about your customer by asking
them to take a one-question survey
More on Thank You pages: Ask your customer to take another action
such as write a review, invite friends or join your social media
assets.
Test breaking registration forms into multiple steps (especially on
mobile). Once a visitor has entered their name for example, they’d
be more prone to enter their email address and other details.
Example: 7 Ways I increase conversions and retention rates using Thank
You pages
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26. Definition: This bias dictates that people react to choices in different ways
depending on the manner it’s presented to them. A choice can be framed
in a positive or negative way to influence a particular reaction.
For example, most cigarette ads used to showcase the male lead as a
charismatic figure and subtly try to tell the user that cigarette smoking is
an activity enjoyed by a powerful person (positive framing effect). On the
other hand an anti-smoking campaign magnifies the ill effects of cigarette
smoking by showing cancer patients (negative framing effect).
FRAMING EFFECT
2 1
Where to use it: Landing pages, Offer Pages
How to use it: Modify your copy and value proposition depending on the
impact you want to create. For example, on a signup form you can
convince people to sign up by saying: "Join 1 million happy customers"
(the positive impact).
Other effective examples include offering a coupon, or offering exclusive
information for subscribers only. To utilize the negative impact you could
say: “Don’t lose out on this last minute sale”, “Just 5 items left in stock!”
or “For 24 hours only”.
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27. Definition: The frequency Illusion is the tendency of people who learn or
notice something new, to start seeing it everywhere due to selective
attention. A common example is when people get prescription glasses and
start noticing all the other people wearing them. Or you get braces and
suddenly notice all the people who have them too.
FREQUENCY ILLUSION
2 2
Where to use it: Landing page, emails, long sales pages
How to use it: Expose visitors to the same content in different ways,
through different channels. Creating multiple variations of the same
content leads to repeated product exposure, which in turn increases the
chances of a purchase. For example, If you've written a blog post about
the benefits of your product, you can turn it into a video, a podcast, a
series of tweets and expose it on multiple channels to take advantage of
the frequency illusion bias. Though the content is the same, repurposing it
impacts the visitor's perception of it.
Example: After our Google Analytics Webinar with Annie Cushing, we
posted the recording of the webinar on our site, added a transcription of it
and repurposed the content once again by offering it as a downloadable
guide.
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28. Definition: The tendency of people to prefer instant over delayed
gratification. The farther the reward, the more likely we are to dismiss it.
We prefer instant gratification.
HYPERBOLIC DISCOUNTING
2 3
Where to use it: Most commonly on eCommerce sites and pricing pages.
How to use it: One way this bias works is by offering an immediate small
discount for a current purchase on your site rather than offering a larger
discount for future purchases.
Example: 27 Examples & Tips for High-Converting Product Pages
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29. Definition: The tendency of people to empathize more with a specific
individual as opposed to a large anonymous group. Great examples can be
found with charities, where instead of saying "save millions of people"
they tell a story of one single person in need of help. The story of one
helps us connect with them on a personal level and want to save them.
IDENTIFIABLE VICTIM EFFECT
2 4
Where to use it: About us page, CTAs, landing pages, sales pages
How to use it:
Incorporate a personal story on your "about us" page. Instead of a
general story about your brand or business, incorporate a personal
story about the people in your company, about yourself or the one
true problem you seek to solve for your customers. This type of
strategy will help people connect with you on a more personal level
and identify with your mission.
Instead of talking about huge successes or multiple customers
who've succeeded after purchasing your product, tell the story of
just one happy customer by placing a photo of one your customers
along with a testimonial that is relatable to the majority of your
audience (this also plays on the frequency illusion bias).
Example: How to use your ‘about us’ page to acquire customers
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30. Definition: While the Endowment effect suggests that simply owning an
object increases its value to us, the Ikea effect goes one step further and
suggests that people tend to place significantly higher value on items they
personally helped create or engaged with despite any flaws they may
have. Essentially, the more we put into a product, the more we like it and
deem it special.
IKEA EFFECT
2 5
Where to use it: Onboarding processes
How to use it:
Provide pre-filled templates, samples pages and other ready
made materials. This helps visitors start using products faster and
keeps them engaged.
Engage customers via email. Ask people to reply to your messages,
engage with them by creating a conversation or asking them to fill
in certain tasks that will give them a sense of ownership and get
them engaged with your product.
Get people to immediately interact with your product. Once
they've signed up, ask customers to fill in their profile, start using
the product (for example: create a slideshow), get them to
personalize a product or invite their teammates to use the platform.
This places higher value on your product in the eyes of your
customers as they've already invested time in it.
Example: How to activate new customers with the Ikea effect.
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31. Definition: Also known as the truth effect, this bias refers to the tendency
to believe information to be correct after repeated exposure to it. The
more something is repeated to us, the more we believe it.
ILLUSORY TRUTH EFFECT
2 6
Where to use it: Marketing messages, brand messaging, social media bio
and descriptions, trial pages, pricing pages
How to use it: Repeat your value proposition across various marketing
channels. If you want to highlight the fact your solution is made for a
certain audience, feature images of that audience, use testimonials by
those people, highlight it in your headline and CTA, address it in many
ways via your content. Essentially, say it again and again in different ways.
Example: Tone of Voice 101: How to Write Copy That People Can Connect
With
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32. Definition: Impact bias is our tendency to overestimate the intensity and
the way we will feel about future events. For example the fear that it would
be too painful to breakup with a significant other and impossible to find
someone new can keep people in a negative relationship.
IMPACT BIAS
2 7
Where to use it: Landing pages, Offer pages
How to use it: To use this bias, paint a story for the visitor showing them
the outcome of not solving the problem they have by using certain images,
colors and social proof. Later, introduce how your service can solve this
negative outcome and change everything for the better.
Example: Negative ads might be positive for your brand.
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33. Definition: Irrational escalation is our tendency to continue rationalizing a
previous decision we've made and continue making it. Essentially, we
keep doing the same thing based on a decision we made in the past, to
justify that decision. For example, you buy a certain brand of coffee
against your significant other's will and though you later discover you
don't like it either, you keep buying it to justify the initial decision.
IRRATIONAL ESCALATION
2 8
Where to use it: Email marketing, calls to action
How to use it: With retention optimization, our goal is to help people feel
good about choosing our business. This mean continuously reminding
customers why they bought our product, or signed up with us by engaging
with them, adding value and supplying them with all the information they
need in order to succeed.
Example: 7 ways I’ve increased conversion rates (and even retention)
with thank you pages
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34. Definition: This bias focuses on our tendency to do everything in our
power to avoid loss. The pain of losing something is more powerful than
the happiness we feel when we gain something. For example most people
consider the loss of $100 more significant than the happiness of gaining
$200.
LOSS AVERSION
2 9
Where to use it: Pricing pages, registration forms, landing pages
How to use it: This bias is all about your content strategy and is very much
worth testing. On your pop ups, pricing pages and even landing pages
mention what a visitor may lose out on if they don’t perform a certain
action, for example:
Instead of saying: “Save money” say: “Stop wasting money”
“This exclusive deal that runs out in X minutes” – consider adding a
countdown timer
“Only 5 more items in stock”
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35. Definition: Also known as Maslow's hammer, this bias stems from the old
adage "to a man with a hammer, everything looks like a nail" and
represents the over-reliance on a familiar tool even in the presence of
better options.
LAW OF THE INSTRUMENT
3 0
Where to use it: Landing pages
How to use it:
Show potential customers they've been trying the same solution
over and over again with no success, while showcasing a new and
improved way to solve their problem.
Compare your competitors to yourself and highlight the benefits
and advantages of trying the "new hammer".
Use visual aids such as a diagram or graph to show potential
customers that the solution they think is helping isn't and how your
product can.
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36. Definition: The tendency of people to like those who are similar to them.
For example, we tend to like people who follow the same sports as we do
or like the same cuisine.
LIKABILITY EFFECT
3 1
Where to use it: Explainer/Demo videos, landing pages, pricing pages
How to use it:
Use hero shots of your real customers on your homepage. If a
prospect can see people similar to them featured on the page, the
product will seem a viable solution for them too.
Use testimonials of customers who faced similar issues and
concerns as potential customers face.
Use the same language as the customer uses. Write for them in their
own words.
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37. Definition: Our tendency to develop a preference for something just
because it is familiar.
MERE EXPOSURE EFFECT
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Where to use it: User onboarding, Dashboard navigation, Landing pages,
websites
How to use it: Maintain the same look and feel throughout your entire
design. For example, colors act as navigational cues for customers, the eye
recognizes the CTA immediately and knows to look for it on every page. If
you maintain the same colors for certain elements on the page, customers
will feel more comfortable and will be more likely to take an action.
Example: How to increase conversions by being completely unoriginal

38. Definition: Mimicry is the unconscious or automatic imitation of gestures,
behaviors, facial expressions, speech and movements. In reference to
marketing, mimicry can also be defined the way a prospect tries to mimic
an existing user's language or actions online.
MIMICRY
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Where to use it: Emails, chat
How to use it: Match your tone and style with the your prospects in all of
your content, chat and emails. Marketers can instantly build trust by
identifying their prospect's words, tone of voice or preferences and
matching the website to their audience.
Example: Are you talking to your customers or at them?
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39. Definition: Quite literally judging a book by its cover, the perceived value
bias is the tendency to judge the value of a product or service based on
how it is presented.
PERCEIVED VALUE BIAS
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Where to use it: Landing pages, Welcome Emails & newsletters
How to use it: A poorly designed website, emails or/and many bugs may
cause the consumer to expect less value from the product it's selling. The
level of design heightens perceived value bias in the mind of the users.
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40. Definition: This bias stems from Loss Aversion and is our natural
inclination to become fearful and anxious when there is a threat of losing
out (a.k.a- FOMO- fear of missing out). This sense of anxiety from scarcity
triggers us into action and causes us to become more vulnerable to
temptation and impulse.
SCARCITY
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Where to use it: Landing pages, pricing pages, email marketing
How to use it:
Limited time offers and time sensitive discounts are great ways to
use scarcity and get people to take action.
Scarcity can also be used to increase the perceived value of a
product. The fear that there is a limited supply of something can
make a customer purchase quicker.
On product pages in eCommerce sites, you can display how many
other people are reviewing the item you’re interested in to increase
urgency and fear of losing out.
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41. Definition: When other people see someone like themselves purchasing a
product or service it has a positive influence on their purchasing habits.
From a marketing perspective, social proof is way of showing customers
that similar people to them are utilizing and enjoying a product or service.
If a consumer feels like their peers approve of a product or service, it will
gain more trust in their eyes and their desire to use it too and its value will
increase.
SOCIAL PROOF
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Where to use it: Mainly on pricing pages, product pages in e-commerce,
shopping carts and landing pages to increase trust and affinity.
How to use it: “When you say it, it’s marketing. When your customer says
it, it’s social proof.”
Most common tactic is displaying well known logos and seals on
your pages.
Including testimonials of people similar to your target audience
Displaying reviews of your products.
Mention the amount of satisfied customers you have, any awards
you’ve won by well-known organizations and the amount of social
shares or followers you have.
Another well-known tactic is showing logos of publishers who’ve
mentioned you (a.k.a – “As seen on” section).
Example: 10 Advanced ways I use social proof to increase conversions
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42. Definition: The human tendency to prefer consistency over change.
Essentially we assess the potential loss of switching from the status quo
more heavily than the potential gain of trying something new.
STATUS QUO BIAS
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Where to use it: Great for increasing retention rates.
How to use it: To increase retention rates and keep customers buying we
must constantly remind them of the wise choice they have made.
Remind people of the value of staying with you and perhaps the
loss they may experience by not staying with you.
Personalize emails to create a sense of familiarity and strengthen
your relationship.
Get to know your customer better and push out content that’s
relevant to them.
Example: How to build habit forming experiences
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43. Definition: Trust plays a huge role in the world of online experiences.
Consumers must feel confident in your product, brand, or service.
TRUST BIAS
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Where to use it: This psychological trigger should be utilized and
emphasized on all online assets, from landing pages to entire retention
processes.
How to use it: There are many ways to increase trust and build on it for a
ongoing relationship with your customers:
Use the power of color psychology to enhance the sense of trust
and security.
Choose images that portray trust and feel relatable to customers.
Displaying Well known icons, logos and authority figures are a great
way to increase trust. Whether it’s partner logos, client logos or
simply a seal from trusted and well-known companies, these are
known to increase conversions.
Since other people’s reviews and testimonials about you are far
more trustworthy than self proclaimed announcements, make sure
to display and highlight those as much as possible.
Display the amount of customers or users you have, display logos of
well-known blogs and companies who may have covered you in the
news.
Example: How to choose the right image for your landing page
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44. I hope you find this free worksheet helpful and insightful.
For more guides, worksheets and trainings, visit our blog
Thanks!
@taliagw
We Optimize
hello@getuplift.co
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