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Psychological Triggers For Conversion
Agreed, the world of online marketing is pretty much uncharted terrain and the more you try to simplify it, well, the more you get caught into the web. However, there are some fundamental techniques that have been handed down from generation after generation of web marketeering geeks and they seem to work just fine.
Using analytics and publishing relevant posts, making your website a RWD (responsive web design), keeping your SMM (social media marketing) up to date and refining your SEO campaign time to time forms a large part of an ongoing online campaign. You’ll lure customers alright, but then that’s still merely scratching the surface. Online marketing does require a good amount of artillery and a smart digital marketer who knows the ropes of it.
Psychology plays a very important role in our day to day life and as a consumer there are many decisions that you knowingly/ unknowingly make based on your thoughts, feelings, societal environment and reasoning capabilities. You make selections between different alternatives based on your aspirations and motivations to do so. This is probably why psychographics occupy a place of pride in a marketing campaign and will always be considered of utmost importance for the success of it.
Adopting psychology to improve digital marketing campaigns
As mentioned above, psychology plays a big role in consumer behaviour, be it offline or online. Understanding what makes a consumer choose between products means a deeper understanding of their level of importance/ interest for the product. Designing and realigning marketing strategies to incorporate psych factors and thereby effectively reaching out to the consumer is a time tested strategy that works miracles.
Use the KISS formula
For the uninitiated, KISS really just means ‘Keep It Simple Silly’. In practise, let us assume a child was to go through your website. In order for him to understand it, how simple would you keep the site? Answer is ‘very’ and rightly so. Similarly, the communication message should be easy to grasp and uncomplicated to remember.
This means simplification and using captions, sub-captions and attractive (non-pixelated, high quality) images with a smart use of colours that make the user experience simple and easy to assimilate. Colour psychology is also another technique used in digital campaigns, but we’ll learn about that later. Remember, simple is rather difficult!
Do what you got to do & make it quick (CTA’s)
CTA’s or call-to-actions essentially mean a button or a link that you place on the website to drive potential customers to become leads by filling out a form on a landing page. The most important cardinal rule here is to position the CTA or the most important action right at the top. The thinking here is that whatever comes first is usually considered the best and most appropriate.
Of course it goes without saying that your website should be responsive, quick to load and cuts short lengthy registrations and check-out processes. Remember, customers are fickle and they’ll probably get frustrated with time consuming processes.
An ideal CTA is attractive and will have a smart caption that ‘makes’ users want to click on the offer. What’s more, it does NOT ramble. It shouldn’t be more than five words long and must be precise in what it wants the user to do, say, “Download free ebook” or “Register”. Ideally, it should be neither too small nor too big; keeping in mind that a user might be surfing from a mobile device or a laptop. Choose a distinct colour, one that sets it apart from the rest of the page, but doesn’t look obnoxious all the same.
Use the chimera effect
For as long as psychologists have studied human behaviour, especially of women’s reactions to the word sale, there has been one conclusive piece of evidence- That when something is perceived as scarce, it seems to create heightened excitement and wants the users to buy more.
Smart digital marketers appreciate the fact that by using the illusion of scarcity, demand can be accelerated by encouraging consumers to buy faster and possibly more than normal. However, this also has a certain amount of risk, as it may cause frustration among buyers and make them believe that the supply is perennially low. No brand/ product wants that, so beware, use this illusion smartly.
Remind to Buy
Even those gifted with super human mental capabilities occasionally tend to forget where they’ve placed their keys or kept their glasses. So is the case with online customers, there is a good chance of consumers being forgetful. In this kind of a scenario, you’ll benefit by reminding, or to put it differently, re-market it- a gentle reminder to your customers that they want to buy your products.
It’s another way of reaching out to those who are already your customers, or perhaps have visited your site in the past. It’s the low hanging fruit just ripe for the picking.
FAQ
Is Digital marketing the future?
Digital marketing is one of the ways in which you can boost the business sales like never before. Having said that, considering how reliant everyone has become on digital marketing, it is all set to rule the future. Here is why –
- The extent to which people these days are using the internet throws light on how increased internet usage would be in the days to come.
- Digital marketing is an excellent way of building brand awareness among people.
- All the digital marketing strategies put forth by the companies can be monitored as well. The expectation vs. reality picture becomes way clearer now. This further helps in opening up doors for improvement, if any.
Is digital branding the same as digital marketing?
No. Digital Marketing and Digital Branding are different from each other. Digital Marketing focusses on promoting a particular product or service, highlighting its benefits and how useful it would be to the consumers. Digital branding on the other hand is much more subtle and highlights the personality of the company or brand as a whole. Products and services will come and go. Digital marketing strategies will change to suit the seasonal needs or are tailor made for the product in question. However Digital branding is like a long tern digital marketing strategy to bolster the reputation of the company. It communicates what are the core values of the company and what they do to upkeep those values to give the best customer experience.
What are the most important principles of web design?
By now a lot of businesses have realised the importance of good web design. However there are some important principles that need to be followed to ensure that your website turns out perfect.
- Ensure the website loads fast, as this reduces website abandonment.
- Show your intent on every page so customers landing on any page are aware of what your business does.
- Keep it simple so you don’t distract visitors from their purpose, with too many elements.
- Make the navigation as easy as possible, with any part of the website accessible in 3 clicks.
- Maintain the hierarchy in the layout. You don’t want your customers to keep scrolling back up each time they want to refer something.
- Use simple, attractive and value adding content that can convince visitors into becoming customers.
- The site must be mobile friendly for customers to access it on the go.
What is the purpose of website design?
Your website is the first impression that an online customer gets of your business. It is important to make a positive impact on your clients. The website design has the potential to convert a random visitor to a customer and boost organic sales. A great web design will keep customers loyal to your brand as they find the platform comfortable and convenient to use. It provides a good UI/UX to your clients and nurtures your leads. Better the website design, more the engagement with it, bringing in more traffic. It improves the accessibility of your website to a wider audience. It has a significant influence on the brand image and it is important that you get professionals to design your website.
What are the benefits of having a website to your business?
It has come to a point that a business is only considered successful if they have a strong online presence. This is evidently done by creating a dedicated website to the brand. The benefits of owning a website for your business are,
- A credible repository of information on your business
- 24 x 7 customer access to your business
- Boosts interaction with the brand
- It helps expand your market reach
- It improve brand awareness to a global scale
- Provides you with valuable consumer insights
- Helps you beat other competitors with online presence
- Access to all digital modes of advertising
- Makes information exchange easier
What are the new SEO trends of 2021?
SEO is one of the most effective and inexpensive ways to boost traffic to your site. It can open the gateway to new customer pools, even on a global scale. The top SEO trends of 2021 are,
- Core web vitals : Loading, Interactivity and Visual Stability
- Google’s BERT: Using Machine learning and natural language processing for intent matching.
- Keyword research: To identify high ranking keywords.
- Original content: Value adding content that attracts traffic organically.
- Voice search: Voice activated searches that include colloquialisms in global languages.
- Artificial intelligence: Using AI to personalise the customer journey.
- Video marketing: For visitors to better relate to the brand with audio visual stimulation.
- Featured snippets: Elevate reputation of the business with features snippets on Google.
- Influencer SEO: Partner with social media influencers to get their following as customers.
- EAT & Branded SEO: Build expertise, authority and trust by building brand awareness.
What is the difference between website design and website development?
When searching for a web developer, it is important for you as a client to know the difference between website design and website development. The difference is quite distinct but a web developer is capable of doing both if they are skilled enough. Web design is the initial ideation and planning of a website’s layout, appearance and content. Web development is the actual process of developing code for creating the site and its subsequent maintenance. Web design is about creativity, while web development is completely technical. You need to engage the services of web developers who can help you with both, as they know how to recreate your brand personality on the website.
Why every business needs SEO?
For anyone who wants to implement digital marketing for their business, Search Engine Optimisation or SEO as it is commonly known should be the first priority. It is more than the misconception of just adding keywords to your content. When done right, SEO can do the following for you.
- Send quality traffic your way.
- Boost the business reputation
- Get results with inexpensive methods
- Increases customer engagement with the site
- Help you understand your customers
- Help you beat the competition
- Continuously evaluate and boost performance of the site
