This document discusses three psychological tactics to boost sales:
1. Test pricing and defaults - Testing different prices and default options can increase profits by directing customers towards more lucrative choices without them realizing.
2. Identify cognitive shortcuts - People develop assumptions that can be manipulated, like associating expensive items with quality. Tests should identify where visitors make mistakes to steer them towards purchases.
3. Change perception if problems can't be fixed - Surveying customers reveals objections that may be hard to address. Instead, reframe objections as advantages to improve perceptions. Testing is key to determining the most effective strategies.
19. 1. TEST PRICING
If you can, test pricing
Fewer sales can mean bigger profit
It’s easier if you:
use landing pages (not large sites)
sell a unique product
have a forgiving developer
28. 2. TEST DEFAULTS
Usability tests will show you how
visitors use your website (eg
whatusersdo.com)
What mistakes do they make?
How can you fix them?
(Can you use them for evil?)
41. DAMAGING ADMISSIONS
Survey your visitors and customers
Find out why they wouldn’t (nearly
didn’t) buy from you
If you can, fix it (and test it)
If you can’t, turn it into an advantage