Persuasive design also focuses on getting a dialogue going between you and the reader. This usually involves some form of e-mail newsletter to keep in touch. With such a newsletter, it’s important to keep two objectives in mind. The first is to provide some value within the newsletter, so that there’s a reason for users to open it up and read it. The second is to provide a reason for them to link through to your website site – this is when you can persuade them to purchase or get in touch with a special offer or with new information or advice.
Persuading people to buy uses techniques that psychologists and marketing men have known for years…It isn’t rocket science. Persuasion involves understanding aspects of human nature that are often automatic and work at a subconscious level.Here are 5 simple ways to persuade people…
People look to others and will do what they’re doing, especially when uncertain about something. This psychological phenomenon is called social proof. People feel reassured and often make decisions based upon what other people are up to – the assumption being that those who have made the leap possess more knowledge or are better informed than they are.You can increase social proof online by showing:
Additionally, people will do what people that they like do (peer pressure)…. User-generated reviews can have a massive influence on peoples’ buying decisions. Social media is becoming an essential part of website design. Allow your site users to write reviews, comment and express ratings for products and services on your site or link into independant review sites like Trip Advisor. It’s free content for your site and web users are more inclined to trust what people like themselves say. Reviews are especially critical in sectors like travel and electrical goods, but they’re rapidly being adopted across all areas.People generally want user generated reviews and if they can’t find them on your site, they’ll simply look elsewhere. There’s no hiding online so you might as well keep them on your site. We have used TripAdvisor on The Pheasant website, and it works well. The Pheasant is a great Hotel and restaurant – they have nothing to hide and have won awards for the number of good reviews which only goes to reinforce the brand.Don’t be scared of bad reviews – people can smell sites that have been ‘edited’ a mile away, forcing them to simply not trust anything you say. Instead, be prepared to act quickly on your customers’ feedback, reply to the negative comment honestly and effectively. If the review is unjustified, appeal against it, explain to the review site and they may remove it if your explanation is upheld.
Scarcity generates demand and encourages people to buy sooner. People want what they think they can’t have and social psychology would indicate that loss is a more powerful emotion than gain. So, a person who loses £1000 is estimated to lose around twice as much satisfaction as another person will gain from a £1000 windfall.You can show scarcity online by displaying:
Research on decision-making indicates that people value something more so if they felt they lost out on it, rather than if they never had it in the first place.
Imagery is a very persuasive tool in increasing product sales especially for high value and luxury goods, so be sure to provide the best quality images of products possible. Images go a long way to reassure people about what they’ll be getting. We are expert in retouching and pulling the maximum out of any given image while maintaining it integrity.Images should:
With increased bandwidths, video content is accessible. YouTube is now the second largest search engine. Watching videos requires less effort than reading and offers a richer experience, so if its possible and feasible to show it in video format – do it!
“Would you like fries with that?”, “Two for one?”, “Buy one, get one free” etc etc. Once people have committed to a purchase, persuading them to buy more becomes easier – they already have a basket/cart with an item in it.Don’t underestimate the potential profits to be had by up-and cross-selling. Display related items, extras, impulse purchases by the ’till’ makes it quicker and easier for people to buy more items – a clever tactic to persuade you to buy more.
We’re easily persuaded by those with authority. You’re more likely to act on advice on your golf swing from the club pro rather than the same advice from your best mate, wouldn’t you? Websites with lots of relevant information, expert advice and tips show that they know what they are talking about and are trusted more. This is particularly important for B2B sites.You can show authority by:
And then, before they finally commit to purchase, your customer needs to know you’re going to be there if there is an issue. What if they need to return an item? Are there any hidden costs involved? Customers WILL have concerns, they will have issues sometimes. You need to demonstrate that you have seen it all before, and dealt with it all before, if you want to persuade people to do business with you.
Answer their concerns upfront, quickly, simply and honestly – it will positively influence people.
Always make sure there is a contact name, address and phone number – preferably a dedicated number specifically for issues.