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5 Psychological Tips for Targeting Consumer Conscience

Understanding your customers’ psychology is key to making conversions but how much do you know about the human mind. In this article, we give you 8 simple tips to ensuring you market your campaigns with the customer in mind.

1. The human mind processes images far more quickly that text.

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If you are not using a clear image which is designed to turn people onto your product, then the chances are you will lose conversions. Why? Because there are a lot of people who are put off by long texts. What’s more, the human mind is visual and once an image makes an impression it is far more likely to stick.

Which image you choose, however, is entirely up to you, but if you are unsure of whether or not it is having the desired results, then you can try split testing your pages to see what works better.

If you want to give yourself a head start, make sure you use high-quality images and also try to stick to a consistent colour palette. The picture should look like it belongs on your page. For more information about harnessing the psychological power of colours, check out our article on How to Influence Your Customers Through Colours.

2. People are impulsive

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There is a good reason why Calls-to-Action (CTAs) are so effective. People from all walks of life occasionally act on impulse. Just think back to the last time you bought something you didn’t really need. If you try to remember the reason behind buying it, the chances are that there was a strong CTA involved. This can include something simple like a highly visible ‘BUY NOW’ button’, or the adoption of a technique such as Fear of Missing Out.

3. Harness sales momentum

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Once a customer has agreed to one aspect of your sales pitch, they are far more likely to agree again. This technique is known as FITD or the Foot-in-the-Door technique.

You can use this technique by adopting a sign up strategy. Once a customer has made the decision to sign up to your email list, they will be more likely to follow your campaign and make a purchase in the future.

4. Beware number psychology

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Consumers are heavily influenced by numbers and the first number that they are presented with can be make or break with regards to their later purchasing decision. If you present your customers with a number which seems to high, then you will put them off. Similarly, if the number contains too many digits, it can reduce your marketing value.

Imagine you see a Louis Vuitton bag for sale. What would you think if you saw these prices?

  • £259.50
  • £349
  • £1000

If you take the first number because it’s cheaper, you may not expect quality.

If you take the last, it may seem over-priced.

The middle range here is the best as the price evokes value, without appearing cheap.

5. All consumer decisions are based on emotions

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Every decision made by consumers will ultimately boil down to the emotions they felt whilst viewing your campaign. Therefore, it is important to think about how you want your customers to react and what you want them to do.

If you see any charity advert, they nearly always try to make the viewer sad. They then use this sense of pity in the hopes that it will cause people to donate, believing that their contribution will make a difference.

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