Most online purchases are not the result of a rational decision, but of psychological processes. If you use these principles consciously in your marketing communications, website or advertising, you will not only get visitors, but real customers.
1. The impact of authoritarianism
People trust people more when they see them as experts. It's also worth communicating professional credibility on your website and in your campaigns.
- List your awards, publications, presentations.
- Use customer reviews and case studies.
- Show us what you are a market leader in.
2. Familiarity principle
The more people see your brand, the more they trust it. That's why it's important to have a consistent image and consistent communication.
- Run remarketing ads.
- Use familiar examples ("Like Duolingo - but on X topic.").
3. Price anchoring
People cannot judge whether a price is cheap or expensive - they can only compare. It is worth giving reference points.
- Compare packages.
- Compare the price to another: "For the price of a coffee a day..."
4. The rule of three
Our brain remembers three things easily. That's why three-part lists and slogans work well.
- 3 step processes.
- Highlight 3 main benefits.
- 3 package offers.
5. Confirmation bias
People are looking for something that confirms their existing opinions. Use their own words in your communication.
- Incorporation of customer theses.
- Highlight reviews, ratings.
- Ask your target audience - and use their answers!
6. Rhymes and rhythm
Rhymes increase the persuasiveness of the message. The rhythm of the language makes it easier to process, making the message more effective.
- Write rhyming slogans.
- Create rhythm in sentence structures.
7. Principle of the competence group
People turn to those who are experts on a particular subject. Don't try to be good at everything - show what you excel at.
- Communicate your area of expertise clearly.
- Build thematic content branding.
- Be a specialist - not a generalist.
Summary
Online marketing is not just a technical issue, it is also a psychological one. If you understand what motivates your customers, you can influence them more easily. Use these principles consciously on your website, in your advertising and in your email campaigns - and you'll see a noticeable improvement in results.
Do you want an online presence that is not only beautiful but also converts?
We can help you with this. Contact us and let's design your psychology-based online strategy together.
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