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Use persuasion types to create conversion

Find out how to make sure that website visitors are given the final push to convert by using the persuasion principles of the American Psychologist Robert Cialdini.

How do you make sure that website visitors are given the final push to convert? For this, Datatrics uses the persuasion principles of the American Psychologist Robert Cialdini.

 

Cialdini introduces 6 Principles of Influence: reciprocity, scarcity, authority, consistency, sympathy and social proof. Some companies use all persuasion types at once, but a person is usually sensitive to only one type of persuasion. Besides that, it is also important to show these principles at the right time. For example, triggering someone with scarcity who is in the orientation phase and does not yet have a concrete need, is in fact quite out of place and this can backfire. It is more effective to show these kinds of touchpoints to someone who is in the decision phase. Since Datatrics can also find out in which phase of the customer journey someone is, a principle can be used at the right time.

So how does Datatrics know which persuasion type is applicable to a person? The persuasion type is a prediction, which is constantly improved through machine learning. There are several principles of how to persuade someone, and the Datatrics algorithms can figure out which persuasion type one is most sensitive to. The most relevant persuasive content is then shown to the visitor and that, in fact, increases the chance of conversion. In addition, we also make use of look-alikes to make our predictions even more precise. For example: all men from the Amsterdam area between 25 and 30 years old, with a high income, are sensitive to authority.

 

In this article we show for each persuasion principle, examples of how you can apply these on your website with Datatrics.  

 

Reciprocity

This principle is a matter of give and take. When you give something, the other person feels inclined to do something back. Either it is information, a positive piece of advice or a free sample. An important condition here is that you have to give something first. Once you do that, people are willing to give you something in return. A frequent use of reciprocity is giving a discount.

 

Scarcity

The less inventory of a particular product, the more valuable it appears to be. By creating scarcity, visitors will see that the product is not infinitely for sale and they tend to buy it sooner. Showing the real-time stock as soon as there are a few products left is an example of how you can apply scarcity. In addition, placing a timer is also a regular means of applying scarcity. A lot of hotels in the travel industry make use of this principle by showing how many rooms are left, but also online retailers apply this principle very often.

 

Authority

People want to follow others who look like they know what they are doing. They respect them, look up to them and even try to act like them. You can also see it as trust. You trust someone or not and therefore you buy the product or not. You can create extra confidence in your webshop by, for example, displaying logos of payment methods or showing popular items of influencers.

 

Consistency

When someone is sensitive to consistency it means that they have the preference to make consistent decisions. They don’t like to be inconsistent in the eyes of others. Because inconsistency is generally not appreciated, it gives an unpleasant feeling and makes the decision process more difficult. You can stimulate consistency by, for example, asking for a like on Facebook or a subscription for a newsletter.

 

Sympathy

When it comes to sympathy it is all based on being liked by your target group. Not only as a person you have to emanate this sympathy, but the website has to apply this as well. People often have a positive attitude towards people that look alike them, are attractive, or give compliments. We simply prefer to purchase a product or a service from a company that we feel compatible with. Make sure that your buyers have the opportunity to share what they just bought online or create the sympathy towards your visitors by making sure your visitors get to see what charities you invest in. 

 

Social proof

Many people are sensitive to social proof. When people are uncertain about their decisions, they mindlessly tend to look to those around them to guide their course of action. People assume that if others make a decision, it is the right one. When making a decision, an experience from someone else can be just that push in the right direction. It can be the difference between dropping out and conversion. Some examples of social proof are showing how often a product is bought that day, or showing the customer reviews.


Thus, Datatrics can predict which persuasion principle someone is sensitive to, and use this principle at the right time in the journey to increase the chance of conversion.


Do you want to know what this looks like for your website? Book a demo with one of our Datatrics specialists!

 

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