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Influencing Customer Choice

There is a science of persuasion when it comes to getting users to convert. Psychology holds many answers to why people do what they do. What if we told you that you can control some of these choices?

Below are the findings from Robert Cialdini of Arizona State University

  1. Reciprocity – Humans often feel the need to return a favor or reciprocate kind gestures. When it comes to consumers, this might be fostered by offering a free sample or generous discount, for example.

  2. Commitment – Once someone is engaged with something, they are more likely to stick with it. In business, this means cultivating brand loyalty; once someone is working with a product or using a service, they are more likely to commit to paying for it again.

  3. Pack mentality – The more people who do a certain thing, the more likely others are to do it as well. When brands can demonstrate their popularity or satisfaction across a wide customer base, other consumers are more likely to buy in as well.

  4. Authority – People are more likely to listen to an expert than just anyone off the street. So, while pack mentality is important, having a relevant expert speak to the effectiveness of a brand's product or service is essential to converting new consumers as well.

  5. Liking – People who are like the target consumer are more likely to persuade the consumer to buy. People from similar demographics, whether in terms of ethnicity, socioeconomic class, religious inclination or even just the same interests, are far more effective at persuading consumers than those they perceive as vastly different from them.

  6. Scarcity – People tend to want what they perceive they cannot have. Making a product or service seem exclusive or as if it will go out of stock if they don't act quickly often makes it more enticing to the consumer and increases the likelihood that they will buy in.

Marketing is about understanding customers’ needs and wants to influence their decision. 

Using the above tactics can help you design a product according to customers’ needs as well as strategies to convince them. To understand persuasion is to understand different perceptions. Users will perceive your image differently, some good and some bad. 

Reference Maslow’s Hierarchy of needs

It’s all in the design, contact Blue Archer for a consultation. 

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