The Psychology Behind Why People Click
Achieve the highest conversion rate from your digital platform by addressing these 10 psychological factors that influence the buying decision process.
Digital Marketing is a science. From A/B testing content to experimenting with call to actions, a Digital Marketer's role is to run experiments, crunch data and constantly discover through analysis how to tweak and publish content to drive more conversions.
We now live in a 24/7 world where technology adoption and social media has meant that consumers have a stronger voice and they expect more from an online experience.
Business can no longer ignore the importance of a digital presence and experience. A great digital experience builds rapport, credibility, loyalty and trust with your audience. A high converting digital platform addresses the needs and issues of its users with relevant content, products and services. If your company can build an impeccable offline experience why not focus your energy on improving your digital experience?
As Marketers we are taught that consumers buy outcomes, benefits and experiences. Your products and services are a gateway to fulfilling an objective.
So what are the psychological reasons that drive people to click?
Research has found, to get the highest conversions from your customers, address the following 10 psychological factors and serve related content based on what stage of the buying journey they are at.
10 Psychological factors that influence consumer behaviour
- Understand a person's emotional state.
- Understand and play to your customer's ego.
- Understand your customer's pain point, and explain how your product/service has the power to remove it.
- Your brain's natural response to risk during the decision making process is fear. Reduce natural fear by establishing trust and credibility.
- Understand the psychological triggers that are affecting your customer's decision-making process. (Shipping rates & time, return policy, warranties and after-sales service)
- Reduce the path of purchase resistance by minimizing the steps to purchase.
- Showcase to your customer past successes as these will resonate strongly with buyers.
- Buyers are naturally suspicious so address this with easy to read facts and figures – this is why numbers (price, technical specifications) need to be accessible and presented in a consumable format.
- Address the psychology of the need to “win” by demonstrating your value proposition.
- Demonstrate social proof. Social proof these days has an incredible amount of psychological value to the decision making process.
5 Stages of the Customer Buying Cycle
- Awareness: customer identification of a need and the realization that your online business can potentially fulfill it.
- Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other competitors.
- Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision.
- Purchase: The action of ordering and buying from your digital platform.
- Repurchase: The emotional and logical process that leads to a repeat purchase.
Now that you understand the 5 stages of the buying cycle you need to effectively produce and serve content, products and services at each stage of the buying cycle. But how do you know what your digital customers are looking for?
The answer is in your search queries. A useful tool to understand your search queries is Google's Search Console. Below is an example of Di Bella Coffee's search query results with what buying cycle stages the user would be in.
Example Search Query Results
- “coffee beans” – This is a generic term that is most likely used by customers in the Awareness or Consideration stages.
- “compare coffee blends” – The desire to compare products indicates this customer is further along in the cycle, such as the Consideration or Preference stage.
- “2018 Reserve Blend ” – This very specific product query indicates that a shopper is much further into the buying cycle, now likely evaluating prices (right before the Purchase stage).
The next step is to create content that moves customers closer to purchase. For example, for keywords that are related to the Awareness and Consideration stages, you could provide a guide to selecting the perfect coffee and landing pages that include how to videos for making the perfect coffee.
For the Preference/Intent stage, leveraging customer testimonials, providing spec sheets and telling your brand story will help push shoppers closer to the Purchase stage.
For the Purchase stage utilise PPC text ads, Retargeting ads and social media ads that entices the customer to buy, such as a limited time discount, subscription deals and free shipping on orders over $X in your copy. To lead customers to repurchase ask users to subscribe to monthly newsletters with helpful advice to keep your brand top of mind. Tactics for the repurchase stage also include wishlist / cart abandonment reminders, cross-sell related item deals, exclusive presale offers and referral credit promotions.
So when planning your next marketing activity whether it be an article, campaign or new product/service always go back to addressing the fundamental questions: what is the outcome, benefit or experience my customer is wanting to achieve; what are the psychological factors my user is experiencing; and what content should I be serving based on the stage of the buying cycle.
Need help optimising your website to best leverage the 5 stages of the buying process? Book an appointment with one of our Speedwell Digital Marketing experts.
|John King, Digital Marketing Technologist, Speedwell