5 Psychological Triggers to Skyrocket Your Conversions

Intro

In the ever-changing world of digital marketing, the art of conversion is an integral part of your marketing strategy. Producing compelling content, designing eye-catching visuals, and optimizing user experience are vital components of any successful conversion strategy. However, there’s a secret sauce that skyrockets your conversions: psychological triggers.

Knowing the patterns of human behavior is the key to getting into your audience's hearts and minds. By tapping into the psychological triggers that influence decision-making, marketers turn transactions into meaningful connections. In this article, we explore 5 of the most popular psychological triggers, unveiling the subtle art of persuasion that transforms a casual visitor into a loyal customer.

1. The art of storytelling

Consumers are bombarded with hundreds of marketing messages daily. As a result, they usually become indifferent. But there’s one tactic that never goes old: telling stories. From the years we couldn’t wait to hear a fairytale before going to sleep to our favorite TV shows, we all love a good story. Your marketing endeavors are no different. Nothing cuts through the noise and helps you build a unique brand better than a captivating story. The best part is that you end up selling without your prospects feeling this is another sales message.

Stories engage users in the best way possible since they are excited to find out what happens next. The main reason stories work in marketing is because messages turn into experiences. Stories activate the senses, making all that easy for customers to observe and evaluate things for themselves. By adding storytelling to your marketing strategy, you remind them of everyday patterns and let them own the message. Instead of boasting, you allow prospects to imagine they are the protagonists of the story, seeking for the solution in your products or services.

So, what kind of stories should you tell and where? The most common choice is adding your brand story or a warm confession from your CEO to your website, LinkedIn page, or emails. You can make up stories, too, and incorporate them in your social media posts. There's the option of turning stories into engaging videos or infographics that you share across various channels. From blog posts to social media, the sky's the limit when it comes to brand storytelling. Just ensure you stay consistent with your brand tone and create stories that represent your values.

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Here’s an excellent example of great storytelling from Volvo. In the following video, the brand stays away from listing the benefits of owning a Volvo or showing off their new models. This video is all about the measures the company takes to manufacture safe cars, sharing stories of survivors using their 3-point safety belt. Concluding with the powerful motto “So we can save a million more” makes this a marketing message to remember.

2. Reciprocity always wins

Giving back to people who did something nice is part of human nature. We are raised with a sense of obligation in us. Marketers and business owners have invested in this psychological trigger - and trust us when we say it works wonders. Reciprocity is behind every lead magnet. Brands offer something valuable to get something in return from their audience. First things first, let’s see the most common lead magnets used. A bulletproof way is to offer some type of free content, such as a downloadable guide, an infographic, a video, or a webinar. The key is leveraging content that addresses users’ pain points and improves their lives. Another option is to give them a discount or a small branded gift. This is particularly helpful when what you ask in return is a first-time purchase.

Speaking of which, what else could you be asking for? The first thing that comes to mind is the prospect’s email address to target them with compelling email content. Reliable newsletter email software like Moosend, Brevo, or Constant Contact empowers you to capture email addresses and expand your mailing list through easy-to-build and customizable newsletter signup forms.

Where does reciprocity come in? For example, Moosend gives you the option to gamify classic forms through exciting wheels of fortune. This tried and tested tactic uses the power of reciprocity while luring users in with an interactive experience. That way, lead generation feels more personal with visitors getting their own exclusive discount. Far from that, they had a fun experience on your website, which, in turn, might leave them feeling in debt.

But reciprocity goes beyond growing your email list. For instance, you could use this psychological trigger to ask for a referral or a review or even motivate visitors to purchase a product or service. And you can do so across different channels, such as your blog, social media, or email campaigns. Whatever you choose, consumers will be far more likely to take the next step in your sales process when you ask them to.

3. The power of scarcity

Humans are creatures of habit. As such, they hate getting out of their comfort zones and rushing into decisions. Therefore, they usually procrastinate when faced with a yes or no question. If there’s a psychological trigger that turns things around, that's scarcity. The principle of scarcity is based on the fact that we act on the possibility of missing out on an opportunity. In fact, this fear drives consumer behavior more than their need to access valuable resources.

The Fear Of Missing Out (FOMO) is based on psychology, as well as the principle of supply and demand. In fact, 60% of people make purchases driven by FOMO, and they do so within 24 hours. The more difficult it is to get your hands on something, the more valuable it seems. That’s why scarcity isn’t limited to the availability of products. So, look for opportunities to use scarcity on different occasions, from seasonal products to limited-time offers or discounts.

Another common use case of scarcity are free trials. They provide consumers with the opportunity to guide themselves through your product or service and test its capabilities. The whole point of free trials is for users to understand the value of your products or services and feel they can’t live without them. The best part with free trials is that they combine the principles of scarcity with that of reciprocity, giving prospects all the more reasons to purchase your value proposition to maintain the benefits coming from its usage.

For scarcity to work, ensure you provide your audience with all the necessary information. Also, clearly mention what it refers to: is it time, products, or level of access? Don’t neglect to add a straightforward and prominent call to action to urge readers to take the next step.

Just like Jot did in their Black Friday email. The brand makes sure to build scarcity right from the email subject line, highlighting both the discount and one-time access to its seasonal exclusive product. The clever CTA copy is a nice extra touch since it links the product with a unique seasonal experience.

Subject line: Up to 40% Off + One Time Access

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4. Social proof is king

Savvy marketers know that social proof usually brings in better results than the most attention-grabbing ads. Many consumers are skeptical about the marketing messages coming from brands as opposed to opinions coming from real customers. Having people already using your product or service promoting it is a powerful foolproof way to convert them. consumers are drawn toward companies that have succeeded in building customer loyalty. Not to mention you don’t have to spend part of your marketing budget or valuable time to create them.

The most traditional social proof examples are reviews, testimonials, and ratings. Testimonials in the form of videos have proven to be even more effective seeing that they convey the message easily. Not to mention that users trust video content more because they can match it to a real consumer - unlike what happens with a written review. A less popular yet effective tactic is employing case studies of companies that made it using your product or service. The entire point of creating case studies is to convince your audience that if brand X did it, so can they.

Where should you show your social proof? Obviously, your homepage or product page is an excellent spot to showcase how your selling proposition benefitted your customers. Your emails are also an ideal channel to include social proof elements and ask for recipients to leave a review - especially after they moved to a purchase. And let’s not forget your social media where you can leverage positive brand mentions, or even use influencers to expand your reach to different audiences.

Udemy is a reputable online course platform that nails the usage of social proof on its website. They present the average rating score the users have given to each course, as well as the number of people who took and rated it. Not only that, but Udemy ensures to highlight the best reviews to show visitors how their courses have a positive impact on users’ lives.

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5. Play the curiosity card

We saved the best part for the end. Was it to make you curious? Maybe so, seeing that curiosity deeply affects our cognitive functions, including the decision-making process. The less we know about something, the more curious we become - at least when there’s a slight teaser involved. Mystery is what excites us in movies, stories, and books. How is this principle applied in marketing, though?

When used correctly, curiosity is an amazing tool to drive sales, conversions, and engagement. The first rule is to tease enough but don’t give away too much to keep your visitors, recipients, and followers hanging on. The key is to create an information gap between what they know and what they want to know. That way, you make them feel they have to take action and learn all about it - whether it’s reading your email campaigns, sharing your posts, or purchasing your products or services.

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If you are looking for ways to instill curiosity to your customers, here are the most effective tactics to implement:

• Add curiosity to your email subject lines to urge recipients to open your emails
• Make sure your sign-up forms convey an air of mystery regarding the content of your lead magnet
• Promise prospects something worthwhile - and deliver on the promise
• Employ catchy and intriguing content, phrasing, and visuals
• Tease upcoming blog posts and announcements and have them waiting
• Don’t hold on information your audience can easily find elsewhere since it will backfire on you

Final Words

Understanding the psychological triggers behind consumer behavior is essential for skyrocketing conversions and improving user experience. From the scarcity factor to the impact of social proof, each trigger we explored provides a unique perspective on how to engage your audience. Remember your prospects are humans. So, more often than not, going beyond KPIs and understanding their true needs pays off. That’s why leveraging these psychological triggers will revolutionize the way you approach your marketing efforts and set you on the path to mastery.