Having a high conversion rate is vital for any eCommerce site. There is no point in attracting visitors to your page if you can’t convince them to become customers. The good thing is you have some power here. There are things you can do to improve your conversion rate, and you’re going to learn how psychology can aid in this quest.
You can use tools to attract folks to your page and gather helpful information about them. Online business owners have many options available to them, like lead generation tools.
These tools help people do a lot, but online business owners can’t overlook a simple principle, such as visual salience. This principle says that folks are naturally attracted to things that stand out. A tidbit like this may not seem all that useful until you find out that highlighting your CTA or call to action in red increases your conversion rate.
This is another important principle that shouldn’t be overlooked. Cognitive fluency, sometimes called cognitive ease, focuses on how easily the brain processes data. The brain is always processing information. Some of that information is complex and harder to analyze, while other information is easy to process.
While the brain is powerful, it is happier when it does less work. If a page attempts to present too much information at once, then the brain won’t find that page pleasing. In fact, your visitors might leave because they aren’t having a good time. If you want to boost your conversion rate, you want to create a simpler page.
Law of Pragnanz
This particular principle tells you the brain prefers simplicity, which is similar to the previous principle. The difference is that this principle says the brain will try to transform something complex into something simple.
If your page makes that hard, the visitor will notice this and will dislike you because of it. They may not dislike consciously, but something about your page makes them feel like you’re trying to make them work too much. One thing you can do for your visitors is to reduce choices. For example, instead of having eight different fields in your contact form, it’s better to have three.
Anticipating Action Paralysis
Even if people want to do something, that doesn’t mean they will. As strange as that might sound, action paralysis exists, and it can depress conversion rates a bit. What you have to do is accept this psychological principle and find ways to address it. The key here is to find a way to ensure that people feel like there are action parameters.
An open-ended question might promote action paralysis, while a message with parameters might be more effective. For example, instead of being asked to donate without any further instruction, you could add that even a penny could help. That addition is a parameter. Now, people know that they can choose a minimum donation, which helps them make a decision.
Another psychological truth you need to take into account deals with gratification. The brain doesn’t like to wait. You’ve probably noticed how slowly time passes when you’re waiting for something. It makes your wait feel even more frustrating. The brain wants to be satisfied quickly.
When you want something, you want it now. That’s how most people think, and that’s how most of your online visitors feel. If you want to increase your conversion rate, then find ways to speed up everything on your page. If you can’t do that, use language that suggests your visitors won’t be waiting, like “immediately” or “instantly.”
The Milgram Principle
The Milgram principle is a strange one. It says that people are willing to listen to someone they believe to be an authority figure. Many people are willing to listen or obey. This doesn’t mean you should try to command your visitors to do something you want them to do.
To use this psychological principle, look for an expert or an authority figure that can speak on your behalf. Depending on your page, this expert or authority figure could be all sorts of folks. Have this person tell your visitors to perform the action you need, and watch your conversion rate improve.
Reciprocity works. When customers feel like they’ve been treated with something special, they feel obligated to do something in return. This could help increase your conversion rate. It’s important to make it seem like the gift you’re giving your online visitors feels special.
If you just give things without personalizing the gift, then this might not work because it’ll feel like you don’t care about them. You want them to feel like you’re going out of your way to treat them with some kind of treat. Try to vary your gifts from time to time to keep your visitors guessing and excited.
It would be a good idea to work with a professional psychologist who specializes in marketing. This person’s guidance can be valuable right now for your blossoming online business.