There are some factors that directly affect people’s purchasing decision: scarcity, authority, familiarity, consensus, reciprocity and consistency are the 6 that we are going to highlight today. Below we explain each of them in detail and how you can apply them to your online business.
In the previous article on consumer psychology we talked about . Today we are going to return to this topic from a different angle, focusing on what are the factors that make people make a decision.
The author of this list is Dr. Robert Ciadini, writer of the book “Influence: The Psychology of Persuasion.” Ciadini states that according to scientists they can be found certain characteristics that affect people’s decision making. Let’s look at each one in detail:
1) Scarcity
This is a basic tenet of human nature: when we know that there is little of something, we want it more for fear of being left with nothing.
The important thing here is to mark what is special and unique about what is being offered, to emphasize what is at risk of being lost.
This principle can be applied directly to the sale of products, since these strategies they speed up the person’s decision process and give them that last push what you need to complete the purchase.
Let’s look at some examples:
– Limited editions: products that have a certain amount of stock and will not be produced again. Special and unique.
– Limited time offers: discounts on a particular product or a coupon to apply to the purchase that lasts until a certain date.
– Last units: clarify when there is little quantity left of the products to encourage that feeling of scarcity.
– Additional benefit: offer it only to the first people who buy a certain product or on a certain date. It can be a gift, free shipping, a discount, etc. but the important thing is to mark the limit of people who can receive it.
2) Authority
people tend to trust experts and follow the advice of credible people on a certain topic. Did you see, for example, the respect that doctors generate when they give their opinion on a health issue (even if it is not their specialty)?
The key is to generate that expert position before trying to influence your audience, so that they already accept your incoming message, without hesitation.
That trust is what a customer is going to look for before deciding to buy something. This is why it is important that you really are an authority on the subject or the industry in which you are. For example, you can show your expert side through content (in a blog, newsletter, etc.) and social networks.
Another example of this today are the leading people in an industry called “”. Be it fashion, technology, etc. they become an authority on their subject and their opinions influence the buying behaviors of the people who follow them.
3) Familiarity
It is human nature: we like to say yes to people (or brands) with whom we feel familiarwe are confident and we like them.
So it’s important to find ways to build a more personal connection with your audience beyond the business transaction of buying and selling.
The or show on your social networks the backstage and day to day of your brand are some examples.
Another option that meets this premise is product testing, such as a makeup sample, tasting a food product, etc. This generates confidence in the consumer since the product becomes known.
At Tiendanube, for example, we offer a so that people can test and become familiar with the platform. This is a way to build trust and show that everything you say is really true in the product.
4) Consensus
People will look at the actions of others before defining their own.. This is why it is key to show what other people are doing, for reference. Especially if they have a similar profile to the ones you are trying to influence.
Facebook is a clear example of this: “Your friend liked this page”, “Your friend shared this post”. This shows the value that a reference from someone you know can have.
For your online business you could, for example, show:
- To real customers using your products.
- Reviews from other consumers about how good your product is.
- The counter of how many people follow you on networks.
All this shows the number of “real” people who endorse your products.
5) Reciprocity
reciprocity is the obligation someone may feel to repay in some way what they received from someone else.
For example: Imagine that you go to dinner at a restaurant and the waiter offers your table a courtesy coffee. Wouldn’t this predispose you to leave a more generous tip to return this “favor”?
The key, Ciadini argues, is to be the first to give and make sure it’s a personalized and unexpected action.
Applied to online sales, we could think of offering a “plus” with the purchase, so that it is more attractive and the person is more positively predisposed to buy. For example, offer:
- A gift with purchase.
- Free shipping.
- A special packaging.
- A discount for the next purchase.
6) Consistency
This factor means that If at first a person commits to small things, later on they will be consistent and keep that commitment for even bigger things.
Applied to , we can think of small actions that your potential consumer can do and thus show their “commitment”, such as accepting . You will be able to approach that public, captured in a certain way, with many more chances of success because it has already shown a certain commitment to your brand.
The same way remarketing works. This strategy targets people who have already visited your store and shown some interest. Applying the “consistency” factor, when they see an ad from your store again, they are more likely to respond.
conclusion
Analyzing what is behind the daily behavior of people helps to know this more psychological aspect and thus understand how we can influence it.
Everyday attitudes may seem common to us, but there is a reason and an emotional trigger to explain that behavior. All this can help you when planning the marketing and communication of your business, to approach your potential clients in a more strategic way and achieve better results.
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