Conversions are simple… in theory.
You want your users to make a decision; the different elements on your site are meant to influence this decision— for their benefit.
Understanding the science behind boosting conversions can help guide the way you develop your content and craft your copy. Here are some scientifically proven ways to boost your conversions:
Leverage “Loss Aversion” (The Fear Of Missing Out)
Consider this scenario–
In a study, participants were given $50 dollars and were asked to either:
1. Keep $30
or
2. Gamble the money with a 50/50 chance to keep or lose the entire $50.
Less than half of the participants wanted to risk the money and opted instead to keep the $30.
Now–what happens when the participants were presented the situation as a loss? Meaning, instead of keeping the $30, they were instead told–
1. Lose $20
or
2. Gamble the money with the chance to keep or lose the entire $50?
Those who decided to take a risk with the money rose to 61%.
This speaks a lot about how our brains process the feeling of losing and gaining. Basically, the negative feeling that we get after a loss is far greater than the positive emotions we get from a gain.
Generally, people are more concerned about missing a great bargain, than they are about getting a bargain. This is referred to as loss aversion—and you can use this to your advantage.
The message is simple: You don’t want to miss out on what we have to offer.
Phrases like—
- Get it now before this exclusive promo ends
- This offer is available for a very limited time only
- One time offer only
–all work to create this sense of urgency that should prompt your audience to worry about missing an opportunity.
Demonstrate Credibility
Based on various studies, almost 90% of buying decisions are influenced by online reviews.
Moreover, nearly three quarters of Americans look at product reviews before deciding to make a purchase.
Given these statistics, it’s evident just how much testimonials and reviews offer credibility to a brand, product, or service. Reviews make your brand or service more credible, making it easier for your users to trust that you will deliver what you promise. A balance of rave reviews and honest feedback, peppered with regular audience engagement and you easily project a reliable, trustworthy image.
Tell Stories
Not only is it a more engaging method to share content, it’s also one that has been proven to capture an audience. The goal of delivering your content in story form is to place your reader in a place where they feel as if they can relate. The more they relate, the more personal and emotional the story, the better connection you’ll make.
Engage Your Customers
This not only gives your site credibility, it makes your customer feel more involved—that they have an actual say towards how they can make the most out of their purchases and services availed.
If someone makes a negative comment or posts a complaint, it’s better to address their concerns that have it fester on your site, unanswered. Be sure to take note of their concern and take the conversation offline though, maybe via email or a phone call.
And finally–here’s that one thing you should try to get more users to convert:
Establish Expertise And Authority
When your audience believes that you know what you’re talking about, that you are an expert in your field and that you have information to share, you can expect that whatever message you impart will be heard. And once you’re ready to pitch, they can easily be swayed.
How can you use this scientifically proven method online?
- Give proof and show examples. Do so via the content of your website.
- Use your copy to convince and leverage on images and other forms of content such as slide shares or video to give further proof and convert your audience.
In Conclusion….
Try these scientifically proven conversion strategies to deliver the results you need and REMEMBER TO TEST. Just because these tips have worked with others, doesn’t mean they’ll work all the time. They are guidelines and as a responsible marketer, it’s your job to verify they’ll work for you and your audience.
If you have tips of your own, please leave a comment and let me know. If you’ve found this post useful, please help us spread the word with a share, like, plus or tweet!
– Mercer
