The Internet provides businesses with some of the best opportunities to sell products. Online shopping is easy and convenient, and with how versatile smartphones have become through Android and iOS mobile app development, the shopping experience can go wherever the customer goes.
While the Internet has given rise to eCommerce, businesses that engage in this industry have to do everything they can to maximize sales. To this end, the use of psychology can be one of the most valuable tools available to an eCommerce business.
Online businesses can use many of the same tricks that have been used by retailers for decades. In this post, we will look at the six principles of persuasion outlined in the book Influence: The Psychology of Persuasion by Dr. Robert Cialdini and how they can be used to the advantage of an eCommerce business.
Liking
The Liking Principle is something that works on all humans. This principle simply states that we have a higher chance of being influenced by people we like. According to Dr. Cialdini, the people we like are those who we find to be similar to us, pay us compliments and cooperate with us toward a mutual goal.
The way to use this in eCommerce is to market your company in a way that seems more human. One specific way to do this is to use video marketing to create a brand image that your customers can identify with. If you create quality content that your customers can identify with, they’ll be more inclined to like your business, which will increase the chances that they will shop on your site.
Reciprocity
With the Reciprocity Principle, the idea is that a person is more likely to do something for you if they feel like you have done something for them. A simple example is when someone does you a favor. Once they have done that favor for you, you feel obligated to reciprocate that behavior by doing a favor for them.
A good strategy to use reciprocity is for an eCommerce business to use content marketing to provide valuable resources to their customers. A prime example of this are buyer’s guides, which sees businesses create useful guides that helps the customer find the right product for them. After you have helped them make a more informed decision, they will be more likely to want to buy that product from your business.
Another option could be a loyalty program. When customers get points for making purchases, they will feel like you are giving them something back.
Consensus
People often look to others for cues on what they are supposed to do. The Consensus Principle, or the use of social proof, is a strategy that persuades people by showing them what other people have done.
A good example of this in action is an eCommerce website that marks a product as a bestseller. By adding this distinction to the product, you’re telling the shopper that the item is popular among other shoppers. Once they know it is popular, they are likely to give it additional consideration.
An eCommerce site could also list products that are commonly bought with the main product on the page. When the customer knows that a number of other people bought certain items together, they will be more likely to consider buying those goods together as well.
Authority
While the consensus of your fellow shoppers can be a powerful influence, a recommendation from an authoritative figure can be even more effective. With the Authority Principle, you use the fact that people are more likely to listen to a credible authority on the subject.
As an example, a company that sells health products might try to get the recommendation of a doctor. In the 1940s, this tactic even worked in a less ethical way when tobacco companies like Camel created ads claiming more doctors smoke their cigarettes than any other brand.
Beyond doctors for health products, an eCommerce company just needs a person that is recognized as an expert in the type of product they are selling. If there is no real expertise, companies often fill the void by turning to influencers.
Scarcity
The Scarcity Principle plays off the idea that people want things more if they are sparse or in short supply. This is a principle that’s easy to use and one we’ve all encountered.
One of the simplest ways to play on scarcity is to offer a product or sale for a limited time. When people feel like the opportunity to buy something (or to buy for a lower price) is limited, they experience a feeling of urgency regarding its purchase.
A tactic commonly used by online retail sites is to list the stock of a product on the product page. When a shopper sees that there is only a small amount of an item remaining, they will want to purchase it now rather than later for fear of missing out.
Consistency
People want to stay consistent with the things they have done or said in the past. In eCommerce, this can work by getting customers to do or say things that will make shopping with your site a part of that consistency.
One way brands do this is by getting customers to share their purchases on social media. Once the customer has made the public statement about the positive experience they had shopping with your site, the idea of returning to shop again becomes a part of maintaining that consistency.
Some people might share on their own, but brands can do things to encourage the behavior. Offering a discount voucher for a recommendation or a post is a good way to get them started. If you have a loyalty program, you could make social media posts worth a few points to encourage shoppers to post about their purchases.
Conclusion
These simple principles of persuasion can help any eCommerce business improve their sales. The key is to use these principles honestly. If you’re dishonest or manipulative, customers will eventually catch on, which will have a negative influence on your brand’s reputation.
By Rae Steinbach
Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing (of course)
Submitted by Alexa Marino, Content Manager, Glance Creative, an award winning london based digital product agency specializing in digital solutions focused on the psychology of the user, creating emotionally engaging mobile products