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Conversion optimization is really about influence. You are influencing people to convert. You are understanding how the mind works. In order to become better at CRO you need to learn from the master of influence and psychology, Robert Cialdini. How to Apply Cialdini’s Six Principles of Influence to Your Website (http://www.jeremysaid.com/how-to-apply-cialdinis-six-principles-of-influence-for-cro/)
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Principlesof Influence6
Cialdini's
WEB PSYCHOLOGY
1 InfluencePrinciples of
Reciprocity
How does it work?
Reciprocity
If you do something nice for someone,they’ll do something nice for you — returnthe favor, tit for tat…you get the idea.
How do you apply it?
Reciprocity
E-BOOK
FREE
CONTENTTIME AN ESTIMATE
Regardless of your business, there’s probably something you can give away
Reciprocity
2 InfluencePrinciples of
How does it work?How does it work?
Commitment & Consistency
When people are presented with an idea orappeal that fits their self-image, they arevery likely to convert.
How do you apply it?
Commitment & Consistency
People who make commitments tend to followthrough with those commitments.
Commitment & Consistency
Understand who's your customer
Target their desires and self image
Ask for some action
Commitment & Consistency
3 InfluencePrinciples of
Social Proof
How does it work?
People will buy, see, do whatother people buy, see, and do.
How do you apply it?
Social Proof
Social Proof
Use Testimonials.
Create content that gets commented on.
Show Facebook likes and Twitter followers.
Social Proof
4 InfluencePrinciples of
Authority
How does it work?
Authority figures wield enormous influence:People will respect and listen to authority figureswho have an important message, an effective style,and a platform from which to speak.
*INFLUENCE BY AUTHORITY IS AN INCREDIBLE SOURCE OF POWER.
How do you apply it?
Authority
Authority
ONLINE
It's Possible to GainAuthority
THROUGH
CONTENT MARKETING
WIth more content you will begin to grow your platform, assert your expertise, and gain the respect
of others within that niche.
Authority
5 InfluencePrinciples of
Liking
How does it work?
The people most likely to buy from you are peoplethat like you.
How do you apply it?
Liking
Why? Because you have establishedrelationships with them.
Liking
Use people pictures.
Create a positive and active social presence.
Use a normal human voice in your writing.
Liking
6 InfluencePrinciples of
Scarcity
How does it work?
If people think that something is going to run out,they will rush to buy it.
(SCARCITY DOESN’T NEED TO BE A REALITY. PEOPLESIMPLY NEED TO THINK THAT SOMETHING IS SCARCEIN ORDER TO BE COMPELLED INTO ACTION.)
How do you apply it?
Scarcity
Scarcity
Put a timeline onit.
Put a number onit
Tell users that signup is closing on Friday
If it’s a sale, put an expiration date on it.
Declare that your webinar will be cappedat 500 attendees.
Your sale is limited to the first 200purchasers
Scarcity
what Cialdini saidYOU CAN CAN TURN
NOWINTO CONVERSIONS
From landing page design, to branding, to social interaction.
Cialdini’s principles can and should affectevery area of our digital marketing experience–
Cialdini's 6 Principles of Influence
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