Since the early days of brick and mortar shops, psychologists and marketers have worked together to undergo extensive research into figuring out what makes us want (or need) to make a purchase. What are the triggers that influence us to purchase one product over another and what sways our decision making process? After all, by understanding what goes into a purchasing decision, it becomes simpler to manipulate your advertising or messaging to gain better results in the future. By mastering some of these sales tactics, you will be able to understand the psychology of your customers and gain control over their purchasing decisions. In this article we are going to go through the last five of the ten psychology tips to make your customers buy more from you!
Insight #6: Use Price Anchoring to Push Prices Higher - Price anchoring is when you place two products with different prices side-by-side, and it’s most effective when there are at least 3 pricing tiers. Most people pick the middle-price product. It looks cheap compared to the expensive option, but people will assume it’s higher quality than the cheap option. It’s the comfortable compromise.
Insight #7: Include Product Pictures with Human Faces - Similar to insight #6, this uses humans - particularly the face - as a way of increasing sales conversions. Consider purchasing a test product and taking your own photo with the item.
Insight #8: Pain Is More Motivating Than Pleasure - Pain is a stronger motivator than pleasure. In your product descriptions, emphasize how your product can remove a pain point that a prospective customer is experiencing (and wants to get rid of).
Insight #9: Create a Common Enemy - Essentially, this is creating an “Us vs. Them” attitude against a competitor you have. Look at your market or niche you are selling in: Who is your common enemy? Identify who they are and position your product against them.
Insight #10: Phrase Your Prices as Low - When you emphasize how low your prices are using words like “only” and “just”, conversions and sales always increase. When you’re phrasing your pricing in marketing materials, don’t be afraid to verbally minimize the price.
We hope you found something useful you can use for your ecommerce shop! If you are looking to have a site designed or redesign an existing site, see what Covenant Web Design can do for you here.