11 psychologische triggers om je bezoekers aan te zetten tot actie

Een tijdje geleden verscheen er op weblog DoshDosh een uitstekend artikel met 11 tips over hoe je bezoekers aanzet tot het ondernemen van actie. Dit zijn geen tips zoals “plaats de koop-nu knop altijd boven de vouw”, maar tips die allemaal zijn gebaseerd op diepgewortelde psychologische principes. Erg interessant dus!
Het is een lang artikel (13 A4’tjes…), dus ik kan me voorstellen dat niet iedereen zin heeft om daar doorheen te ploegen. Daarom vind je hieronder de essentie van het artikel in de vorm van de 11 tips die bezoekers aanzetten tot actie.

  1. Show ratings and reviews by other users
    Why do ratings and reviews work? Social validation. People look to others when deciding what to do, especially when they are not sure of what action to take (…) When ratings and reviews are clearly displayed, they help to unconsciously trigger people’s need for social validation while allowing their new brain to rationalize that they are making a smart choice.
  2. Provide instant gratification and a quick fix
    When deciding to make a purchase, we often influenced by how fast we can have the product (gratification).  You can take advantage of this even if you’re not selling a digital product or something that ships the next day. You can activate the same emotional triggers by using words like ‘instantly’, ‘immediately’ or ‘fast’ to engage the mid-brain.
  3. Put the most important action to be done first
    When you want your visitors to buy a specific product the most, make sure that it is highlighted and displayed as the first item on the page. The idea behind this is simple: what comes first is unconsciously regarded as the best.
  4. Use the illusion of scarcity
    When something has a limited amount to it, its assumed value increases. We will want it even more. Make your product/offering limited by showing a limited stock quantity or limited time frame.
  5. Build reciprocity by giving away something for free
    When someone gives you something, it triggers a sensation of indebtedness, which you will unconsciously want to get rid of by giving something back. Create this feeling of indebtedness in your visitor’s mind. You can give away things like free product add-ons, free guidebooks, free content, free downloads, free shipping etc.
  6. Learn to use food, sex and danger in an advertising context
    These three things are related to survival and appeal to the old reptilian brain (…) Are food, sex and danger really so attractive to the unconscious? Think about it. What are you drawn to when you’re bored online? Many people gravitate to celebrity gossip or porn (sex), food sites or thrilling content (extreme stunts/sports/music videos/movie clips on Youtube etc).
  7. Limit the choices available and promote bundles
    You don’t have to reduce your inventory range, you just need to highlight specific actions you want taken. The solution is to simply choose for your visitor. For example, certain products could be moved into a ‘Editor’s choice’ or ‘Most recommended’ or ‘Top 3 choices’ list which is then displayed prominently on your site.
  8. Speak to your visitor by using the word ‘You’
    A quick and easy way to grab the attention of the old brain is to use the word ‘you’ often in your copy. The old brain is self-centered and focused on what is good for you, hence it’ll often unconsciously prefer what better emphasizes how You can benefit.
  9. Get your visitors to make a (small) commitment
    People are more likely to take action after they’ve made a small commitment first. This is because a small commitment activates a persona which the person will seek to maintain with future decisions. For example, asking someone to wear a small badge to promote breast cancer awareness is an example of a small commitment (…) The more public the commitment, the stronger it will be.
  10. Use images that demonstrate similarity and attractiveness
    Use images of attractive people who are similar to your target market’s demographic profile. People are most influenced by people they deem to be both attractive and similar to them.
  11. Be a master at telling stories
    Use stories as part of your sales copy or weave them into your content/blog post (…) Story-telling is a fantastic method of persuasion. It’s almost like a hypnotic process. When combined with pictures, it is a very powerful way to immediately grab attention, convey information and ensure that your reader retains your message.

In een aantal tips zie je de zie je de verleidingsprincipes van Cialdini terugkomen (tip 1, 4, 5,  9 & 10), maar ook “paradox of choice” van Schartz komt voorbij (tip 7). Daarnaast ook een aantal psychologische inzichten die al langer bekend zijn, maar nog niet eerder zo sterk in deze context zijn geplaatst (tip 2, 3, 6, 8, 11). Al met  al is het orginele artikel dus erg interessant leesvoer!