Let's start with creativity & data
Often when we think about digital marketing, or any marketing for that matter, we talk about two key things; creativity and data. In my mind creativity and data are at their best when they are working cohesively.Holistically speaking, creative messaging from the consumers perspective is that tangible, end result execution or executions of a message that drives initial and repeated consumer interest and engagement amongst the quagmire of every other message desperately trying to get the consumers attention. Creativity may be effective because it resonates with the consumer on an emotional level (E.g - makes you laugh, is fun, is sad, makes you happy, shocks and horrifies you etc), exploits a truth, and/or solves a problem.
On the other hand we have data, which if used properly seeks, identifies, measures and optimises opportunities to drive acquisition, customer centricity and product development; all of which then feeds back into helping creative be 'creative' and effective.
Psychology
This blog post is about something which is perhaps not as tangible as creativity and definitely not as tangible as data but none-the-less plays an extremely critical factor in the customer decision making process; psychology. This post specifically looks at ten psychological factors that affect consumer conversion.Psychology is defined by "the scientific study of the human mind and its functions, especially those affecting behaviour in a given context." and is a subject that I am fascinated about and have blogged about numerous times. Here are a few previous marketing related posts on the subject:
- The Psychology of Choice & Illusion
- The Psychology of Social Commerce
- Colour: A Marketers tool of influence
It's well documented and somewhat obvious that psychology plays a huge part in marketing across all areas of the customer life-cycle. There are hundreds of articles out there on neuromarketing, which as the name suggests is "a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli". Also if you haven't seen it before check out the following Derren Brown episode which demonstrates the power that psychology-manipulation-perception can and does play in marketing as he manipulates the creative director of a large advertising agency.
The ten images and tips below are taken from a recent infographic created by HelpScout and featured on Kiss Metric titled '10 Ways to Convert More Customers Using Psychology'.
We often focus predominately on data to optimise digital UX and sales funnel conversion. This list gives us a few more tips from the psychology angle which if considered, implemented and measured can only add another string in our bow to help maximise customer conversion.
#1 - Action Paralysis
#2 - Power of labels
#3 - Understand the three types of buyers
#4 - Highlight strengths by admitting shortcomings
#5 - Use urgency the smart way
#6 - Make their brain light up instantly
#7 - Make an enemy
#8 - Stand for something
#9 - Devils advocate
#10 - Keep em' on their toes
Conclusion:
In marketing (in particular in blog articles) we like lists. 'top 5 this', 'top 10 that', these lists are often banded about as being sacred and definitive facts that will guarantee success. This is no such list as those lists do not exist! The list of ten things above is not an exhaustive or definitive list, nor may every point actually help your business. As when given any advice, the only way to see if it actually works is to try it, track/measure it, and use the data to benchmark against previous results.
I hope this post helps and I would love to hear any more suggestions or case studies as to how psychology can and has been used to increase customer conversion.
Si Muddell is a Digital Strategist who has worked extensively both agency and client side. Si is fascinated about marketing, psychology & what motivates people, and loves guitar, surfing and travelling.
Get connected with Si on Google+, Twitter, LinkedIn & Facebook
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