Psychology is the “secret sauce” of conversion rate optimization.
Understanding user psychology makes you more comfortable in terms of persuading users. If you can’t really understand it, even though you have the right design elements, the right copy, and the right testing tactics, you will encounter some issues about influencing users.
Psychology helps you to understand what your users actually happy about. And happier users will bring you better margins.
In this presentation we discover 4 proven principles of psychology can help you boost conversion rates.
1. Loss Aversion Theory
According to loss aversion theory, people most likely try to avoid a loss than gain a reward. In other words, loss aversion means that people will fight harder to prevent a loss than to gain a reward. Casinos are best places to observe this theory in the world as people gambling first lose at the games and then try to compensate for the losses.
2. FoMO (Fear of Missing Out)
Fear of missing out (FoMO) is a phenomenon that shows us when people feel they might miss out on something, they instantly act to get it.
FoMO is basically anxiety that an exciting event may currently be happening elsewhere. You may already know that people value products or services that come in limited quantities or time.
3. Instant satisfaction
When people think about rewards or wait for rewards, their brains are highly active. Reminding people that your products or services can solve their problems instantly or with ease is a good way to keep them alert. Focus on quick arrivals, fast shipping and instant gratification to appeal to your customers and give them instant gratification.
4. Principle of reciprocity
People are tend to return a favor if somebody do a favor to them. For instance, customers are more likely to give tips if they are offered after-dinner mints by waiters. In other words, offer something to your visitors for free so that they feel indebted to you.
Understanding user psychology can be your superpower to increase your CRO. Once you know what triggers action and influences human behavior, you can design much better converting experiences. Use the four tips shown above to start understanding user psychology and implementing it on your site.
Read more great content on the Invesp blog. You can also find more content and information on our YouTube channel.Connect with us on Google+ and twitter. You can also sign-up for our amazing new conversion tool absolutely Free! Visit FigPii for access to our new testing engine, heatmaps, exit intent pop-ups, unlimited resources, and other great features.
10. www.invespcro.com
• Researchers
put 10
cookies in
one jar
• 2 of the same
cookies into
another jar.
Conditions
• Users rate
the chocolate
chip cookies.Task
• Higher
ratings to the
cookies in
two-cookie
jar
Results
Study on scarctiy effect
11. www.invespcro.com
This shows people value
items that come in limited
quantities. “Act now while
supplies last” is a great way
to persuade customers.
12. Make it look like
customers might
lose out if they
buy the product
right away
Tip
17. Several Magnetic Resonance Imaging (MRI) studies have
shown that our frontal cortex – the part of the brain
responsible for reward and attention – is highly active
when we think of waiting for something.
29. Read more great content on the
You can also find more great content and information on our and
Connect with us on and
You can also sign-up for our amazing new conversion tool absolutely Free!
YOU CAN FIND THE FULL ARTICLE
“4 Time-Tested Principles of Psychology that Will Help
You Increase Your Conversion Rates”
HERE
Invesp blog
Slideshare account YouTube channel
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30. About the author
Khalid Saleh is an Amazon.com best-selling author, speaker, and co-founder of Invesp a
conversion optimization company.
Khalid is an in-demand speaker who has presented at such industry events as SMX, SES,
PubCon, Emetrics, Conversion Conference, ACCM and DMA, among others. A regular guest on
TV shows at the BBC, CCTV, and DpnTV and quoted in publications including Internet Retailer,
California Executive and Chicago Sun-Times, Saleh has more than 13 years’ experience in e-
commerce architecture, design and implementation. His work has helped generated an
average of 65% improvement in conversion rates for Invesp’s customers.
A pioneer in digital marketing and conversion rate optimization, Khalid is also a co-founder of
the first all in one conversion optimization software, FigPii; a software by marketers, for
marketers.
Follow Khalid
@khalidh
khalidhajsaleh