Websites Should Convert Browsers Into Shoppers
All across the web, consumers are faced with many options to go with this product or that service. Each one has different pros and cons, may be cheaper or more expensive, and better or worse quality. Decisions, decisions.
So how do you get consumers to choose you? Simple: Using Jedi mind tricks.
Of course we believe The Force is strong with us, but unfortunately it isn’t that easy.
What is easy is understanding the psychology of the human mind. (That’s what we mean by Jedi mind tricks). By understanding why people buy, when, and how, can be key in designing a website that is perfectly suited for the answers to those questions.
Let’s take a look at how a few psychological triggers can unknowingly convince customers to do business with you.
Using People To Entice People
It’s no secret that people base their buying habits on other people. If I’m out with friends at a restaurant and one of them orders a dish that I’ve never had before, because I trust them, I’ll try that same dish. That example is even giving people more credit than we deserve. At the grocery store and in the malls, consumers are more likely to check out products that other consumers are looking at as well. You don’t even need to be friends to be influenced by other people!
Using social proof to lure other customers to your product is an easy way to do so. Make sure you incorporate customer reviews, quotes, or pictures and videos of consumers using your products when trying to get them to buy. Makeup companies like BareMinerals are doing this on their social media platforms by “Regramming” on Instagram, and “Sharing” on Facebook, posts of everyday people using their products. And it works.
2. Incentives For The Win!
Offering people something in return for filling out a form or sharing a post is a great way to gain customer’s loyalty and attention. Plus, it’s a nice thing to do. You don’t need to offer your customers an entire product, but using coupons, giving them a How To Guide, or offering a small, free gift in return for a comment, is a great way to incentivize them to invest a little bit of time into your company. Customers will feel rewarded and appreciated, and isn’t that what we all want?
3. Contrast and Pop
When making choices, people continue to decide on their emotions and attraction. Simply put, how you present your products can be the difference between a sale and a “No, thank you.”
Using dominant colors, different font sizes, and bold or italicized letters, depending on your buyer’s interests and personalities, is a great way to lure them to certain products. You can even purposefully steer them away from certain products and into the arms of others by way of presenting them differently depending on the look and feel of the features surrounding the product.
Wording also plays a key role by making people feeling like they are gaining and losing by purchasing different products. Providing customers with three or more choices, and using at least one as a decoy, will cause them to choose the product you know fits them just right.
And there you have it, three Jedi mind tricks that will entice your customers into purchasing your products. Simply understanding who your ultimate buyer’s are and using that information to know what they want to see and how they want to feel is all it takes. The execution is all in the design, but with the right information, you’ll be leading customer’s through your website without having to say a word.