Interest in sales psychology surged after the publication of E. C. Strong’s book of the same name, which marked the beginning of a professional approach to sales techniques. A hundred years after the emergence of this concept, sales psychology has not become less relevant, but a new direction has appeared in it — user interaction with the website.
What is a trigger — psychological features of sales techniques
Psychological techniques used to influence buyers with the aim of manipulating their consciousness, such as buying two items for the price of one, receiving free shipping, and so on, are called triggers. If a buyer falls for these tricks, they buy goods that they do not really need, do not need at all, or do not need in such quantities.
To understand why these manipulations are effective, you need to understand what the word “trigger” means. Literally, the term “trigger” means a trigger. In a broader sense, it refers to a stimulus that elicits an emotional response from the buyer.
Psychological triggers to increase sales are used by marketers all the time; every advertising campaign is designed to elicit an emotional response in people — joy, greed, anger, and so on. The purpose of such a stimulus is to get the buyer to perform a targeted action: a purchase, registration on a website, subscription, and so on.
Why use psychological triggers?
In online sales, the use of triggers allows you to:
- improve the conversion rate of the site;
- increase sales volume;
- improve user interaction with the site;
- neutralize fears and objections;
- encourage repeat purchases;
- build trust in the web resource.
Of course, not all psychological triggers are equally effective in all conditions. To select an effective trigger, marketers and webmasters test user behavior and analyze the statistics obtained.
There are a number of popular triggers that have long been used successfully by many online services.
Let’s name the most popular ones:
- Free shipping — according to research, such an offer can increase sales by 30%, and 47% of users are willing to abandon their purchase if they find that it is not available. It is offered when a certain order amount is reached, limited to a few hours, the number of buyers, and so on;
- limiting the quantity of goods specified in the card creates a sense of high value in the eyes of other users and causes fear of missed opportunities;
- The rush and time limit on the offer prevent the buyer from thinking, causing fear of missing out on an attractive offer.
- Social proof of the significance of the purchase — people tend to trust the opinions of other buyers and authoritative sources, but they need proof. For this trigger, use reviews from real people with links to their social media profiles, subscription and visitor counters, real photos of purchases, and more.
- Bonuses for certain actions, such as a gift amount for registration, loyalty bonuses, reposts or likes, and more — this is the answer to the question of how to get users to “share” your content. The trigger works on the principle of “you scratch my back, I’ll scratch yours,” giving users a sense of mutual benefit.
- Gratitude for a purchase — this trigger allows you to emphasize to the buyer how important they are to the site. It consists of bonuses for reviews, discount offers when a lower price is found, discounts for photos of purchases or video reviews, and more.
According to research, the competent use of psychological triggers can have a huge impact on the growth of a site’s sales conversion. However, using them will not bring the desired result if you do not analyze their effectiveness and user behavior on the website — this will allow you to optimize the website’s performance and bring it to the top in the shortest possible time. If you are interested in such a result, please contact our professionals.
