The mind is a terrible thing to waste – as a conversion rate expert. E-Commerce conversion psychology & buyer psychology guides everything that we do. You might even say that CROs and shrinks share the same goal: Both seek to understand the human mind to help them find solutions to their problems.
But, of course, we want more than that. We want them to pay for those solutions. And that presents a few psychological hurdles. The act of selling something requires the customer to give up something they value – whether that’s time, personal information, or actual money (which also means the time it takes to acquire it). That’s asking a lot.
You’ll encounter resistance.
And any little thing that makes it harder to purchase will lose you a sale, because they’re already resisting. This means that your job as CRO is both to remove friction, and appeal to your audience’s strongest motivators:
- Pain
- Anchoring (+ Placement Psychology)
- Emotional & Cognitive Needs
- Reciprocity
- Commitment/Consistency
- Social Proof
- Authority
- Liking
- Scarcity (+ Loss Aversion)
If those last six look familiar, it’s because they’re Cialdini’s 6 Principles of Influence, and we’ll be discussing them as they relate to CRO in depth, with actionable takeaways.
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