We make hundreds of choices every day from the simplest things to the more complicated ones. We like having a choice but every time there are too many, we freeze. To succeed in your marketing strategy, you have to remember this.
In fact, you have to try and understand the whole psychology of choice.
There are insane numbers of articles, dissertations, and essays about it. These are peer-reviewed and based on various research studies. Read and understand these and you’ll have a better idea of how choices affect your business. If you will have need to read more about this you can read this choices essay after reading of this article.
Psychology in Marketing
Marketing and psychology come hand in hand. You see, the main goal of marketing is to help customers make a decision. You endorse certain products so their mind changes and gets yours.
The best marketers are the ones who have understood a human’s decision-making process. And it’s rather simple to understand. The bottom line is making a decision turns out to be too much effort.
One of the best-known phenomenons is the “consensus” based on Robert Cialdini’s term. It’s also more popularly known as “social proof.”
Most consumers don’t actually come up with decisions themselves. Instead, they imitate the decisions of the majority.
For example, you choose a product that has more reviews. You even follow a social media account based on their following.
According to different studies, 61% of consumers check and read reviews. They do this before coming up with a decision.
It’s also been prevalent on TripAdvisor. They revealed that 77% of travelers check hotel reviews first before booking.
So, how do you incorporate this on your business?
Start adding star ratings, reviews, and testimonials on your site. This can elicit a positive reaction from your visitors. Eventually, they will act on it and choose you.
Direct to the Point
If you’re trying to create landing pages for your website, make it simple. Make your intentions clear. That way, your consumer only has two choices and it’s either to sign up or not.
What you want to do is add call-to-actions. Tell them to sign up for your newsletter.
Then give them something they can’t reject. Something free or a discount on your site are two of the best options. Ensure you do give them what they want when they sign up.
Without too many options, you’re likely to get a conversion.
We also fall for big names. When it comes to fashion, we choose well-known brands like Gucci and Chanel. Or beauty products from Estee Lauder or L’oreal.
Even companies online get more customers when they use authority. For example, your business has been included or mentioned on TV channels or newspapers. You can add that to your site and immediately, people will put you on top of their list.
Since they believe these authoritative names have trusted you, they will do the same.
Many sites include “As seen on (channel name) or (newspaper name)” on their sites. It almost gives them the same authority as these big names.
Avoid having too many options in your marketing plan. This can lead to choice overload. Consumers get so overwhelmed that they’re discouraged to buy. Mental fatigue comes from seeing too many options and never knowing which one to get.
Surely, you’ve been there. And if you have, don’t subject your consumers with the same torture.
Categorize your products if you have more than one. This way, your customers can easily maneuver and it will show fewer products.
You can also have a dominant option. Consumers tend to buy from an assortment if there are dominant options.
In general, options are good. But having too many is unwise.