Optimize Your Website With These 8 Proven Psychological triggers
- Wes McDowell
- December 1, 2018
If you want to know how to optimize your website, I’ve got eight psychological triggers that you can use on any website to get the results you’re after and we’re starting right now.
Psychological triggers have a huge impact on the purchasing decisions of your site visitors. That was as much as we like to believe that every person is different and we are, but human behavior is very well documented and it’s very easy to predict how people are going to act in certain situations.
You know, science tells us that certain triggers make us act in certain ways and feel certain things. Now this can go for actually selling things on your site or in the case of most of my clients, just getting them to take that next step, like schedule a consultation or fill out a form or even give you a call on the phone. So in this video I’m going to go over eight of my favorite little mind triggers that you can use on your site to make it much more persuasive and I’ll explain why you just so powerful and how you can actually use it on your own site. Okay? Right off the top we’ve got the foot in the door technique. So this is one that tells us that once people have taken a smaller action that doesn’t require them to give up too much, that are much more likely to follow that up with a bigger action.
Okay? So in other words, if you can get someone on your site to agree to give you their email address for something small, some kind of a downloadable content, you’re increasing the odds that they’ll follow that action up with something that actually requires a bit more of a commitment, like you know, scheduling and appointment, and how you can use this on your own website is actually a pretty easy so when someone has opted in for your Freebie, your pdf, or your video series, whatever’s free, a direct them to a thank you page which lets them know that that Freebie is on the way. Then you follow that up with a bigger call to action, like to schedule an appointment or to buy something. All right, next up, I want to talk about the truth effect. So this is the tendency human beings have that. The more and more we hear or read something, the more and more we actually believe it to be true.
So here’s what you do, decide on the most important messaging that your customers need to know, understand, or believe before they’re going to consider doing business with you. Then you’re simply going to want to repeat that messaging in various ways or on your website, so use it in headlines and lists in videos if you have those, and also you’re gonna want to choose customer testimonials that say the same thing as well. You know, if you think you’re saying the same thing too many times, probably say it once or twice more and you’re getting close. You know, on the deep ends website we mentioned over and over again, how important is strategy is to the success of a website. Before we did that, we would mention it maybe a couple times, but then we’d still get a lot of calls and emails of people just wanting a pretty website.
They weren’t really getting that part of it. Okay. Next up we have loss aversion or as I just like to call it, fear of missing out. You know, people are very afraid of losing out on something, in fact that are much more worried about losing something than they are happy when they get something. So to use this on your website, it all comes down to messaging. All you’re really gonna want to say, you just mentioned what people are going to be basically giving up if they don’t go with you, if they don’t act at all or if they go with a competitor. For instance, if you’re an accountant, you could easily talk about all the deductions you’ll be missing out on if you were to do your taxes yourself. You can also just make small copy tweaks like instead of saying something like start saving money, you could say stop wasting money, and another way businesses take advantage of this is just by mentioning the scarcity of what you have to offer.
So let’s say you’re a salon. You might want to mention something about how you know we only have 10 appointments slots left this week, but of course be ethical about this. I would never recommend false scarcity. People will pick up on that. So let’s all be ethical and only use scarcity when it’s true. Right? Next, we have the mirror effect, which basically says that people respond more to people who they feel like they have something in common. With this can mean they’ll respond more to you if they really get a sense that you know exactly what they’re going through or if they see the you’ve already helped others that are just like them. In other words, this can work out really well if they feel like they can see themselves in you or they can see themselves in your other customers or clients. So how do you use this one on your website?
Well, you’re going to definitely want to know your customer Avatar in advance. Know who your customers are, who your best customers are, so that you can use testimonials that are very similar to your best customers. Uh, the new people will see that you’ve helped people just like them and they’ll really relate to those testimonials. So you know, if, if your ideal customer is a woman in her fifties and you’re using a testimonial of a guy who’s 24, they’re not going to see themselves in that and it’s not going to relate in the same way. Another way to use this as in the copy on your website, you know, keep your ears open and listen to the words that your customers use when you talk to them and what you’re going to want to do is as much as you possibly can reuse those words in your copy, they’ll start to trust you more because they’re going to start to think, hey, they really understand who I am and what I need.
All right, next, we have the bandwagon effect. So, you know, human beings are very social creatures and we do tend to follow the herd and a lot of ways and we tend to change our opinions and our actions based on what we think other people are doing. And choosing for this reason. Whenever we’re weighing out multiple options, we always tend to choose the one that we think is the more popular choice. Okay, so how do you use this one? You’re basically going to want to say things on your site, like, you know, join hundreds of happy customers. Uh, something like that. Because what that does is it makes it look like you know, you are the safe and popular choice, the one that everybody chooses. And this is also we’re having a lot of five star reviews or great testimonials comes in because they can easily see that a lot of people have already chosen you.
And if you actually don’t have a lot of reviews or testimonials yet, there’s, there’s a paid plugin called proof. If you go to the website, use proof.com, you can find it. And what that is, is it’s basically a little plugin where you decide on the action that you want it to record. Let’s say it’s downloading something or schedule scheduling an appointment or even buying something. So what it does is whenever anyone perform that action, it records it and then it displays that to the next person on the site. So people can see, hey, I’m not the first one coming here and the first one making this choice, uh, this other person and this other person have already done it. So I’ll seeing that you’ve helped a lot of people can really make you seem like the safe choice. I want you to use that tactic in combination with this next one to really solidify you as a strong choice.
So this one is called the identifiable victim and it basically says that people tend to be able to empathize a bit more with a specific person as opposed to a more generalized group of people. So while it’s great to have large groups of people that everyone can see you’ve helped, it really helps to narrow it down to one or two that you’re going to really feature with either a case study or a testimonial with a photo. I actually recommend getting at least one video testimonial or a video case study so that people can start to see that you’ve helped the masses, but then they can really identify with one specific person. Okay. The next trigger I want to talk about is actually one that we want to avoid and I’ll tell you how, and that’s called analysis paralysis, which is basically a. whenever human beings are presented with too many options, our brains just tend to shut down and ended up choosing nothing and doing nothing, and people will always tell you they want as many options as possible.
But studies have shown time and time again that adjusts isn’t true and it ends up confusing people and they just end up doing nothing as a result. So how do you avoid this? It’s all about simplifying your website. You know, think of the rule of one. You’re definitely gonna want to write to one person, have one offer, one promise, one CTA and one clear path forward. And if your website is currently functioning is kind of an information warehouse that people can get lost in, I would challenge you to ask yourself what is important for people to make that decision to contact you or move forward with you. And if it’s not contributing to that, it’s probably just getting in the way and it’s probably distracting away from your real goal. Alright, next up we have the concept of anchoring, which basically says that the first piece of information we hear a becomes a standard to which we basically compare everything else we hear to that first piece, so if we hear one price first, every price we hear after that is either going to sound like a good deal or a bad deal in comparison.
So let’s say you’re a wedding reception venue and you have multiple rooms and the first one you tell people about is $10,000 and then you show them the other option, which is $4,000. Now that $40,000 may sound high in its own, but when you’ve started from $10,000 and then gone down to four, now suddenly that $4,000 price tag sounds much more reasonable. So how do you use this one? Will basically on your pricing page, you might want to start by listing out your most expensive option. They’ll see the higher price first. Then they’ll see the less expensive option, which is going to basically reduce their sticker shock. Now, depending on what you do, I might suggest that you develop a more high ticket offer for this very reason and it should be a real offer, something that just includes a lot more value than your normal core product offering, and of course a much higher price tag to match it.
Few people will probably ever take you up on it, but it makes your core offer look much more reasonable by comparison. Okay? Now it’s time to hear from you and I want to know which of these psychological triggers are you excited to put into practice on your own site. Let me know in the comments below. Of course, if you have any questions or comments about anything else, put it down there too and I’ll get to all of it and I’ll answer any questions I possibly can.
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