🧠Turn Visitors Into Customers With These Psychological Biases🤯

Hey there, and welcome back for another bite to chew on during this lovely Sunday.

Today, we're talking about the fundamental thing that all of marketing, CRO, and copywriting are built upon…

Namely, Psychology

More specifically - we're talking about how you can use psychological biases to convert more visitors into customers.

We got a big bite ahead, so without further ado - let's jump into it

Framing Bias

Imagine you're in the meat aisle of your local grocery store. Which pack of meat would you buy?

20% fat or 80% lean?

If you're like most people - you'd choose the 80% lean pack simply because it sounds healthier than 20% fat.

Even though they are the same thing, studies have found that how you describe / frame something has a huge impact on how a user perceives the value of that good.

This is quite interesting for us from a marketing and copywriting standpoint, because we can use this psychological bias to increase the perceived value of our product and hence increase our conversion rate.

… but how you might ask?!

Here are three ways to think about and implement framing in your communication and offer.

1) Price Framing:

Testing how you frame the price of your product can be an incredibly powerful way to increase your conversion rate.

Some different price frames you can test this week are:

• $X per day

• Costs the same as your daily coffee (or anything else that people buy on a regular basis)

• XX% off

• $XX off

2) Goal Framing

Instead of framing your product as a generic solution to a generic problem, position and frame it with your Avatar's goal(s) in mind.

For example, instead of "Hair loss product for women."

"The only product you'll need to never lose a single hair again"

If your product is targeting a specific niche or sub-niche, then it may also work to frame the product as the go-to solution for that particular Avatar with that/those particular problems

3) Ask-framing

When asking the customer to take a specific action, try to change how you frame the ask from a call to action to a call to value.

For example, "Build your app today", "Get better sleep", "Stop your hairloss forever", etc.

Anchoring Bias

The formal definition for anchoring bias is "people's tendency to give disproportionate weight to the first piece of information they receive in a decision-making context."

This means if we start by showing you a product, bundle, or before-price point, you'll use that as your "anchor" and evaluate any other price in relation to that.

So how can we use this to drive more sales?

Well, here are two ways:

1) Use before and after pricing

This is self-explanatory, so we won't go too deep into this.

2) Bunding

Create a bundle with a higher price point than the product/bundle you want the customer to buy. They'll evaluate the bundle/product which you want them to buy in relation to the more expensive option, and hence - the option you want to push will seem like a better deal.

Scarcity and urgency

This is by far our favourite one, because it answers one of the most prevalent questions in the customers' mind - which is "Why now"

Many of you are probably already using scarcity and urgency to some degree, yet we still see many brands either misusing it, or not using it enough.

When using scarcity and urgency, it's okay to engineer some artificial scarcity and urgency - but that doesn't mean you should make it appear inauthentic.

For example, let's say you write out, "Only 50 pieces left". Then you actually have to take the product offline or put it "out of stock" once the 50 pieces are out.

This shows your customers that your product is actually and authentically scarce, and hence they NEED to take action immediately the next time it comes back in stock.

You can't just say, "only 50 pieces left" or "goes out of stock fast", and then still have it live four days after. Your customers will see through it, and it'll most likely hurt you in the long run.

There are many different ways to use scarcity and urgency, but one of our favourite ways has been to use limited edition product launches. The reason why this strategy has been effective for us is that we're able to build massive hype around the launches for the people who sign up for the VIP list through our TapCart App.

Besides that, using push notifications in our app also allows us to build anticipation for the product launch without having to spend boatloads of money on Email/SMS.

If you want our full post on how we use product launches to drive sales and also increase LTV, go here.

Social proof

We put this section at the bottom of the newsletter because it's definitely one of the better-known psychological biases.

That being said, we still see a good handful of brands who need to learn how to properly fine-tune their website with all the different types of social proof they can include and test against each other.

So, here are some different ways you can use social proof to convert more visitors.

1) Reviews

We won't go into too much detail here, as everybody knows what we're talking about here. However, one pro tip with reviews is that you should try to change up the reviews you use on each specific landing page to make it resonate with that Avatar's specific problem.

So, if you have one landing page for weight loss and one for hair health - then have different reviews that talk about each of the respective problems on each landing page.

2) UGC

Put the Meta/TikTok UGC you run as ads on your website. These videos are typically well-scripted and can help with converting a customer to the website.

3) Press logos

If you're mentioned in news magazines or outlets such as Forbes, Vogue, Buzzfeed, or the like - then put it on your website/landing page. It helps a lot with establishing authenticity in your customers' minds.

Thanks for reading along

If you've made it this far, we just wanted to say a HUGE thank you for reading the newsletter. We appreciate you and look forward to serving you again next week.

All the best

Ron & Ash