Human behavior and habits can be explained and predicted through psychology. Moreover, thanks to psychology, you can influence and trigger certain actions in people.
How is this relevant for eCommerce? Well, psychology can help you inspire desired actions in your consumers.
Use your copy to create a sense of urgency, necessity, or excitement – senses that have proven to trigger action.
If you successfully mix psychological principles with copywriting, you’ll be able to craft an irresistible copy that will boost your conversions.
You don’t have to be a psychologist to make this work. What you do need is to know how to enhance your copywriting with psychological tips and tricks. For that reason, consider the following psychology-based tips for writing copy that converts.
1. Use Numbers to Build Credibility
Numbers can make your copy more specific, persuasive, and, therefore, drive conversions. Our brain registers numbers as trustworthy and researched information.
To help you grasp the effect of numbers, take a look at these two examples:
- The majority of people like cake.
- 96% of people claim that cake is their favorite treat.
Which statement makes a bigger impression on you? It must be the second one. The statistic makes the claim more believable.
A clinical psychotherapist and content strategist, Megan James, explained the relationship between the psychology of numbers and conversion:
“People respond to an organization, and digits act as helpful symbols that easily categorize the content.” Megan also explained how you can use numbers to help conversions, “Listicles and numerals used in headlines are easy, effective ways to play the numbers game. Use figures (4) whenever possible versus writing out the numeral (four).”
2. Create a Sense of Unity
Karyn Hall, a psychologist and the author of The Emotionally Sensitive Person, explained that “a sense of belonging is a human need, just like the need for food and shelter.” Create that sense of unity and belonging within your brand, and you’ll see how your conversion rate will go up.
Be more than just an online store who wants to make a sale. Provide your consumers with a community that understands them and values them.
You can build that sense of unity with loyalty clubs. Give your most loyal customers special offers and content that is available solely to them. Use your copy to create friendly content that invites people to join your loyalty club.
Show that your customers’ opinions matter by asking them to share their thoughts on your products. You can use crowdsourcing for this purpose. Crowdsourcing is a method of engaging customers for a certain goal, such as innovation.
Back in 2015, an online beauty brand, Glossier crowdsourced a new face cleanser by asking customers to share what their “dream cleanser” was. Based on customers’ input, they released a new cleanser that was made with the help of customers. That cleanser is one of their top-selling products.
Let the customers be a part of your brand rather than just passive observers.
3. Apply the Wisdom of the Crowd
The wisdom of the crowd refers to the belief that the collective opinion of a group is more trusting than the opinion of a single person. Provide customers with a collective opinion about your brand through social proof.
Instead of expressing your own opinion about your products in a copy, use customers’ testimonials to build trust.
Did you know that 91% of online shoppers read reviews before making a purchase? If you display social proof on your e-commerce website, the consumers won’t have to leave the site in pursuit of reviews.
As social beings, humans rely on the behavior of others when making their own decisions.
That’s like when everyone is going to the same restaurant, so you get an urge to go there too. Or, back when everyone had started wearing UGG boots, you must have seen a friend, who claimed that they are ugly, wearing them as well.
A psychologist, content marketing specialist, and contributor writer at SupremeDissertations and GrabMyEssay, Sheryl Weiss, shared how the wisdom of the crowd works in e-commerce marketing, “If your product gets acknowledged by a group of people, potential customers will feel more comfortable with buying it. Social proof can be your tool for showcasing collective agreement on how great your products are.”
4. Use Risk Aversion
There are still people that don’t trust online shopping. They might be tempted by it, however, due to lots of unknown information, they can’t get themselves to make a purchase.
On the other hand, some tend to navigate towards the same e-commerce websites that are well-known around the world.
So, how can you get these people to trust your online store? Convince them that they aren’t taking any risks.
Clarify in your copy the most common doubts about e-commerce stores. Some of the risk aversion information you can include are:
- Free shipping and returns
- Secure checkout process
- Certified Privacy
- Money-back guarantee
- Trust badges (that display security systems your company uses to keep customers’ information safe)
If you aren’t sure how or where to naturally place risk aversion information in your copy, get some writing help. Writing services such as ClassyEssay or TopEssayWriting can help you write or edit your copy so that it portrays all relevant risk aversion elements.
5. Build Urgency
Evoking a sense of urgency in consumers will lead to an emotional reaction.
Rather than relying on their mind to think through the decisions, the emotions will prevail. All this comes from a place of necessity and not wanting to miss a good opportunity.
Even if they wouldn’t look for that product in the browser, once they have such an irresistible deal in front of them, they won’t be able to resist.
Some of the ways in which you can build a sense of urgency are:
- Provide them a discounted price with a deadline
- Display stock levels
- Release a limited edition
- Set up “the last chance” product page
Bear in mind that you don’t really need to lower your prices to build urgency with discounts. Simply show the “old” price next to the discounted price and give a set deadline for how long this amazing offer will last.
Take a Psychological Path towards Conversions
Psychology allows us to take a closer look into how our mind works and what triggers our emotions. The use of psychological discoveries in business can be a huge asset for your e-commerce store. Don’t hesitate to apply some of these copywriting methods and test the power of psychology.
Guest Author Bio: Kristin Savage nourishes, sparks, and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in marketing strategy. Besides working as a freelance writer at Subjecto, she also dedicates herself to researching and learning about human psychology. In her free time, Kristin likes to travel and explore new countries around the world.