• The Web Marketers Guide to the Psychology of Persuasion

The Web Marketers Guide to the Psychology of Persuasion 

By Jeff Wotton:

The goal of most business websites is to convert visitors into customers. To do that it helps to understand some of the basic principles of persuasion. Here’s a quick guide for web marketers.

  • Commitment

    Try and get customers to commit smaller actions before they take bigger ones. Learn more… Download a free guide… Free sample session etc.

  • Likeability

    Be sure that your content is written in your intended user’s language. Speak to them in a way that they can relate, and ultimately like what you have to say or offer.

  • Scarcity

    Consider using persuasive tactics that create a sense of scarcity. Limited time offer… Only a few in stock… etc.

  • Authority

    Borrow trust by displaying logos of well known clients. Security badges for trusted check out etc.

  • Social proof

    Prominently display reviews, testimonials or case studies. Consider using video as well.

For a more in depth overview of the Psuchology of Persuasion check out this animated overview of Robert Cialdini’s book “Influence: The Psychology of Persuasion.

Jeff Wotton, is the co-founder and a marketing consultant with Spectrum Marketing Group. Located in New Bedford, MA – Spectrum Marketing Group is a multi-media marketing agency assisting small to medium sized businesses to better leverage their marketing efforts through brand development, professional design solutions and online marketing.