franklinMay 30, 2017
How to use persuasion throughout the e-commerce customer journey to increase my conversion rate?
scarcity & loss aversion
Humans have two main drivers – to avoid pain or to gain pleasure. These two drivers are key to every action we take and when we’re faced with either the fact that their availability is limited or we might lose the ability to acquire them on favourable terms, then they appear more attractive to us.
Persuasive principle: social proof
The Psychology of Persuasion states “People see an action as more appropriate when others are doing it”.
Persuasion tactic: Hicks law/paradox of choice