How to exploit psychology to be successful in your website marketing strategy

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04 Oct How to exploit psychology to be successful in your website marketing strategy

When planning your Internet marketing strategy, the aim should be not just to draw up a profile of potential customers, but above all to study how potential customers respond to certain stimuli. It is only by being aware of the psychological reactions to certain stimuli that we are able to influence buying decisions. That’s becasue, when it comes down to it, one of marketing’s main goals is to influence the purchasing decisions of consumers.

And this is how you can make use of human behavior to obtain more success in your Internet Marketing strategy and achieve a greater degree of engagement from users, resulting in a higher number of sales.

Graphics are the first item that can be used to set up an effective campaign. In fact, properly used graphics can help the psychological process convert sales, by attracting users’ attention and guiding it towards making purchases.

The Official site and landing pages need to be developed with graphics designed to guide users to the action, in the simplest and most immediate way possible, through the use of shapes and colors that give distinct elements a different visual weight and provide a perception of priorities.

The second element that can be used is to play on emotions. All of us are convinced that we can make a purchasing decision absolutely rationally, but really we all decide based on our emotions (only after do we seek a rational motivation).

For this reason, it isn’t only essential to provide information to potential customers, but it’s crucial to arouse their emotions. How? By using images and text to build a story around a product that engages users, excites their emotions … and thus leads them to an emotional conversion.

In this era in which, through social media networks, everyone knows everything about everyone else, social proof is definitely a concept to be exploited. Indeed, people are more likely to do something if they see others have already done it, or are doing so.

To this end, solutions such as Nozio Brand Advocacy are designed to turn your customers into ambassadors your for hospitality establishment, sharing their travel experiences through social networks and enticing friends to repeat the same experience.

According to psychology, motivations that are the basis of human behavior drive human beings to act a certain way. One of these motivations is an aversion to scarcity and loss: the limited availability of a given product, the possibility of obtaining a product at a favorable price for a specified period of time, a product’s limited edition – these are all elements that can help users not only to make a purchase, but actually speed up the buying process.

Yet another tip we can borrow from psychology has to do with reciprocity. Human nature does not like to be indebted to others, and for this reason we have to offer our target something in return for the action they’re being asked to perform. Hubspot cites a British experiment in which to a request to donate a day’s wages for a good cause, people responded positively by a factor of two if the request was associated with a small gift; if someone does something for us, the predominant reaction is to seek a way to repay that action.

How can we exploit this principle? Before asking users to leave their email address or subscribe to your newsletter, think of what you can offer them! A promo code? Exclusive content? Tips and pointers on the destination? Whatever you prefer – the important thing is to satisfy the principle of reciprocity.

The last strategy we’ll propose is to make the most of the principle of consistency: human beings feel a need to be perceived as reliable and faithful to their word. Hubspot cites an experiment conducted back in the 1960s: two psychologists asked people to exhibit from a window in their house a small sign promoting safe driving. Two weeks later, a different person asked them to put up a much larger sign, always in favor of the same cause. The result was that 76% of those who had already accepted the request for the small sign said yes to the larger one, against only 20% of those who had never received a request to display the small sign.

What does this mean? That it’s far easier to get a big ‘yes’ response from those who have already demonstrated a small yes. The smaller request creates a bond between the person asking and the person welcoming the request, and people will generally respond to the second request in line with how they responded to the first one.

Now that we’ve uncovered some basic principles of psychology that you can leverage for your Internet marketing strategy, you’re almost ready to go.

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