

Divia Acharya, Founder, and Managing Director at Digitallydiv strong believer and want nothing more than seeing you and your brand become amazingly victorious. With an MBA degree from Swinburne University Melbourne in tow and a great passion for digital marketing ,Social Media Marketing & Blogging, I am here to stay & grow!. I DESIRE a passion for helping people gain their confidence in Online marketing.
Website optimisation isn’t just about tricks and hacks! Agree, there are many tactical ways to improve your conversion rate: test your CTA button copy, test a shorter page, change this picture, make that button bigger…and so on…
However, if you don’t understand the more strategic side of things – the psychological process that goes into a winning website – then your website optimisation efforts are just a theory/Speculation.
Here are Seven psychological principles that will help you make your offer more persuasive – and turn your Conversion into a conversion Gen Machine!!
“Your website is the center of your digital eco-system, like a brick and mortar location, the experience matters once a customer enters, just as much as the perception, they have of you before they walk through the door.”
All in all, pain is a powerful force. Whether it's in everyday life or in the consumer world, it’s much more subjective than we realize. Identifying your customer’s pain points can create solutions your customer is looking for and willing to pay for.
When it comes to apply the psychology of pain to your website/ landing page, it’s everything about avoidance. What do your prospects most want to avoid?
If you can cause people to remember or feel the pain of something, then they will respond by seeking to avoid it — and, assuming you’ve done things correctly, that means they’ll convert.
Start the customer relationship by making them think of pain and draw on individual incentives to ease that pain. And that results in a desire to find a solution – to make the outlook likely to change.
There are several variables to consider when evaluating the success of a website. For most organisations, conversions are the biggest predictor that your website works well. Were you aware that colour psychology could affect these conversions in web design?
This indicates the success of the user experience by filling out a contact form, registering for a newsletter, or registering for a webinar or downloading an eBook.. And, of course, the primary end goal is to have users purchase the product or service offered by your site.
User experience and user interface design have undeniably played a major role in the success of the website. The same applies to colour and the way it is used in your web design. Color Psychology is a powerful web design tool, and more and more designers use it to convey key messages and influence people’s attitudes and emotions.
Red conveys a sense of urgency. If your goal is to promote a clearance sale, using red in ads or graphics immediately draws attention, makes the viewer eager to complete the interaction, and instills the fear of missing out at the same time
Dependability, intelligence, trust, safety, and security are closely associated with the colour blue, making it quite popular in the business world — especially the financial sector.
In the Western world, white represents innocence, virtue, and purity. It’s also closely associated with hygiene and cleanliness, which explains its wide use in the healthcare industry.
While black is widely associated with darkness and death in many cultures
If you want to cheer up your readers and make them feel optimistic and warm, the colour yellow can help you make it happen. Some people even claim that this sunny colour makes them feel younger. Yellow is often seen on parenting, wellness, and travel websites.
Green will forever be associated with the environment. It calls to mind summer, outdoor activities, healthy foods, and overall wellness.
Many websites use orange for their CTAs. The combination of red and yellow that produces the secondary colour orange is behind this logic. Like yellow, orange gives off warmth and a sense of cheerful welcoming, while the red in the mix fosters that sense of urgency — which is exactly what your CTA should have.
Well, let’s get in to real Psychology . From his teaching, experimentation, and deep thinking, Epicurus created a theory of happiness and the bottom line is this: The pursuit of happiness is every individual’s greatest desire, . Nobody is going to intentionally choose pain unless they think it will somehow make them happy.
When it comes to creating a high-converting landing page/Homepage/sales Page, there are many things you can do to align yourself with your prospects’ compelling search for happiness:
People feel happy when they see visuals : People love seeing happy people, dogs and cats and Bright colours.So, Incorporate visuals that humans have been scientifically proven to appreciate:Use the following Images in your Website Landing page /Sales Page.
Frugal people are driven by loss aversion. For penny-pinchers, the motivation not to lose something is greater than the desire to gain something; they want to see dollars saved. Similarly, you can experiment with telling penny-pinchers how much money they will lose if they don’t buy your product/Service!!
Leveraging the psychology of spending on your website is all about aligning yourself with your prospects’ expectations:
Urgency appeals to people’s fear of missing out( A.K.A FOMO). Studies have shown that we place a higher value on items that are scarce. If your customers are worried that they’ll miss out on purchasing a high-value item, they’re more likely to purchase right away.
You may want to add a banner to the top of your site or your checkout page using words like:
So you might say, “Offer is for limited time! Get yours before we close out.” You can create a similar urgency with coupons by only offering a discount for a set period of time.
Guarantees for converting customers are also integral. Your customers want to be able to trust your company and to buy goods or services, reliable products or services. Include them on your entire website when you have accreditations and certifications. Reviews and testimonials also have a great impact. As a Matter of fact, 31 per cent more customers want to spend on a company with positive reviews!
When writing your website copy, use words like:
Everyone loves a good story. And including stories in your website adds authenticity and personality to your brand. They also grab attention and help consumers remember your products/Services.
When we hear a good story, our levels of the happiness hormone, Oxytocin, increase. This boosts our feelings of trust and empathy and positively affects our attitude towards a product and brand.
Here are a few ways to use storytelling:
The most important thing is to be authentic. Share your passion and why you love what you do. Your customers will be able to tell if you’re being fake but will fall in love with the true story behind your Business.
If you’re marketing to first-time users of your products or services, it’s best to start with asking for something small. Why?
People are more likely to give into a small request because there’s less risk involved and it’s often easier than saying Blunt “no.” Later, when customers are asked for something bigger, they’re more likely to agree. This is known as the foot-in-the-door technique. It goes back to the age of door-to-door sales people, i.e if a salesman literally got their foot in the door, they were less likely to have it slammed on their face.
Here are a few ways you can put this into practice:
Starting with something small also gives you the opportunity to connect with customers and explain why your products or services offer the best solution.
A very simple addition to the website for the funnel builder is a pop up that collects email addresses, like the full video, a few special tips, checklist, cheatsheet from the keynote speaker or some How to do eBook in exchange for useful and appealing content. This will encourage users to give you an e-mail in the future.
“Websites promote you 24/7: No employee will do that.”
Understanding the psychology of your customers is not just a way to increase your leads or the Purchases. It allows you to connect more deeply with people who make up your core support base and enhance their shopping experience.
It’s not meant to trick consumers, but rather to be used as a tool to improve your communication so that the messages you spread are perceived as intended.
Have you encountered any of these in your website? Or, is there anything you think we’ve missed? Let us know in the comments below…