Understanding customer behavior is at the core of marketing. And a knowledge of psychology certainly helps here. Let’s take a look at four tactics marketers can employe to influence buyer behaviour in their favour:
- Social proofing: Social proofing helps people validate that they’re in good company. Social elements on your website or blog such as follow buttons or social sharing are tactics you can use, and testimonials go a long way here.
- Choice architecture: The idea of choice architecture is about breaking things down into simple terms and giving a limited number of choices (three is ideal). For example, at the top of your product web pages present three different items the user can see without having to scroll.
- Anchoring: This is about showing the most expensive items first, then listing the products in order of decreasing prices. With price point being key to many shoppers, as the prices get lower the appeal goes up.
- Scarcity: This feeds into the idea that consumers place a higher value on items that appear to be scarce. Booking.com uses this tactic with their “only three rooms left at this price” messages constantly peppered across the site during the booking search experience.
A few ideas, some of which you can surely try out to see if they help drive sales.