Psychology is the base of many things we do in life. When doing business draw your strategies around how people think and make decisions. Read experiments, and learn about human’s decision making habits. Don’t think you know the answers. Sometimes the results are unexpected and totally different from what you think. Psychology helps you become creative. It helps you come up with interesting strategies to convert someone who just came on your site to browse, an actual paying customer/client.
Countless studies in Psychology, Sociology, Economics, and Political Science have shown that humans are not rational decision makers. This is because our decision making is influenced by our life’s experience and how we have developed our habits and how our mind is evolved over many years to provide us with survival advantages.
There are many ways and I am sure endless points, hints, and experiments online and in books about human’s decision making habits. But here are top 8 motivating factors that can help you make more money by converting your site visitors to your paying customers.
You need to see how your website/product/service helps your potential clients with the risks they might face. In other words you have to mention what they will lose by not contacting you. Keep in mind that fear by itself might have an opposite effect. Your advertising campaigns, or content of your website should inform potential customers the threats that your product or service can alleviate followed by precise and clear steps they can take to reduce the danger. If they need to buy your product in order to do that, you have to mention step by step how your product reduces the risk and how it will help them. Let’ say you are a dentist, you can mention the danger of not having regular dental checkups and then mention how you solve those problems and eliminate the risks your clients might face if they don’t do their checkups. You need to educate them about the risks and give them your solution.
You need to make your website stand out. Don’t copy other sites. You can get ideas, but it is not recommended to copy others. You have to make your site unique in your market. Your brand, the message on your site, your services have to be unique. Think and find what is unique about you and your business. How you are different from your competitors? What makes you a better option? Make sure you show these on your site. Don’t worry if you can’t satisfy everyone. You have to be unique in order to attract your target market. Seth Godin says it right: “Beware of false averages. Some people like really spicy food. Some people like bland food. Building a restaurant around sorta spicy food doesn’t make either group happy”
Humans seek status and social power. Your website should show how your product or service is connected to your client’s desire for status. You have probably felt that after buying some of your favorite brands, you feel rich and great. You could probably get the same thing cheaper from another brand but the desire for status in you make it totally rational to spend more on a brand that gives you the luxuries feeling. So if you want you can relate and show how coming to you and using your product or service is more luxury than your competitors. How having your brand brings pride and sense of satisfaction. Humans desire for status makes you earn more on things you could offer for less.
This is how you can make your potential customers to act soon. Scarcity often makes things more valuable. Let them know what would happen if they delay contacting you or buying your product or services. This can be different for each type of business. For businesses related to health and law, you can mention what health and monetary risks your potential clients will face by lack of action or delay in action. If you are selling products, you can have great offers that will end soon if your potential customers don’t act soon. Make sure the negative consequences of failing to act quickly.
Don’t confuse your website visitors with having too many options on your site. Make sure you are clear about your products and services. Your website should be easy to browse for visitors and they have to find what they are looking for easily. Depending on what you are offering you can write step by step and clear messages on what would happen if a visitor does a certain activity on your site. You can have Q&A page. Answer their questions. Make it crystal clear for them. If you want them to fill a form, make sure you are mentioning clearly what would happen when they hit submit button. Making videos, posting photos, answering questions and having chat boxes on your website will help greatly with certainty.
Make sure your website and brand is consistent. Consistency gives a sense of trust to your potential customers. This consistency should be through layout, images, language, feel and tone. Make sure your site is consistent in look with your social profiles. Use the same logo, language, theme, and colors.
This is where you can gain your potential customers’ trust and make them like you. Use images and language that shows how approachable and trustworthy you are. Write content that addresses your potential customers’ core concerns. Let them know that you understand them. If you are offering something expensive and you have financing option for those that can’t pay at once, let them know. Do research and see what your potential customer’s main problems are when making a decision on your product and service. Let them know that you understand and how you can solve their problem.
It is tempting to think of ourselves when we want to start a business. We think what is in it for us. When you think this way and build your business around this idea it makes it bring you nothing. People don’t come to you to give you their money because they think you deserve to live better. They come to you, so you can solve their problem. They spend money to make their own life easier and better. They spend money on your products to give them a sense of satisfaction. Visitors to your website will not take action if they don’t see their needs are met. You have to show your website visitors that you care about them and that you are here to help them. This can be done through educational content, customer care pages, answering questions, and replying quickly to emails.
Having these 8 points in mind and applying them to your website will help you greatly with converting your Website Visitors to your Paying Customers.