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What are the best ways to use psychology for CRO?

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Psychology is a powerful tool for conversion rate optimization (CRO), which is the process of increasing the percentage of visitors who take a desired action on your website. By understanding how your potential customers think, feel, and behave, you can design and test elements that appeal to their motivations, emotions, and biases. In this article, we will explore some of the best ways to use psychology for CRO, based on proven principles and examples.

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1 Use social proof

One of the most effective psychological techniques for CRO is social proof, which is the tendency of people to follow the actions or opinions of others, especially when they are uncertain or unsure. Social proof can take many forms, such as testimonials, reviews, ratings, endorsements, case studies, badges, logos, or social media shares. By showing how other people have benefited from your product or service, you can increase trust, credibility, and authority, and persuade more visitors to convert.

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2 Leverage scarcity and urgency

Another powerful psychological technique for CRO is scarcity and urgency, which are the feelings of missing out or running out of time that can influence people's decisions. Scarcity and urgency can create a sense of value, demand, and exclusivity, and motivate people to act quickly and avoid regret. You can use scarcity and urgency in your CRO strategy by limiting the availability or duration of your offer, displaying the stock or time left, using countdown timers, or adding words like "now", "today", or "last chance".

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3 Apply reciprocity and commitment

A third psychological technique for CRO is reciprocity and commitment, which are the principles of giving something and getting something back, and sticking to one's choices and promises. Reciprocity and commitment can help you build rapport, loyalty, and consistency with your visitors, and encourage them to take the next step in your conversion funnel. You can apply reciprocity and commitment in your CRO strategy by offering free trials, samples, guides, or bonuses, asking for small favors or micro-commitments, or using opt-in forms, quizzes, or surveys.

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4 Harness emotions and stories

A fourth psychological technique for CRO is emotions and stories, which are the elements that can capture people's attention, interest, and empathy, and influence their attitudes and actions. Emotions and stories can help you connect with your visitors on a deeper level, and appeal to their needs, desires, and values. You can harness emotions and stories in your CRO strategy by using images, videos, colors, or fonts that evoke specific feelings, creating headlines, copy, or slogans that trigger curiosity, excitement, or curiosity, or telling stories that showcase your brand personality, mission, or customer success.

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5 Optimize for cognitive ease

A fifth psychological technique for CRO is cognitive ease, which is the degree of mental effort or strain that people experience when processing information or making decisions. Cognitive ease can affect how people perceive and evaluate your website, and how likely they are to convert. You can optimize for cognitive ease in your CRO strategy by simplifying your design, layout, navigation, or content, using clear and concise language, avoiding jargon or technical terms, or providing cues, hints, or defaults that guide your visitors.

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Scott Murray

Humanized Content Specialist | Helping Your Content Stand Out & Connect | Creator of the STAMP Framework for Content Strategy | Consultant, Author, Podcast Host & Producer
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Obsess over your consumers instead of your competition. Don't withhold value or information on a website (like pricing information) because you're afraid it will scare people away from you and turn them to your competition. If you're the company that answers the questions that others won't - you're now a more trustworthy voice in the minds of your consumers. Ease the minds of your consumers by providing value without demanding something from them first (like gated content) - it conveys a message that their benefit is more important than yours.

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6 Test and measure your results

The final and most important way to use psychology for CRO is to test and measure your results. Psychology is not a one-size-fits-all solution, and different techniques may work better for different audiences, contexts, or goals. You need to experiment with different variations of your website elements, such as headlines, images, buttons, or forms, and use data and analytics to evaluate their impact on your conversion rate. By testing and measuring your results, you can learn what works best for your website, and optimize your CRO strategy accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to use psychology for CRO?

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1 Use social proof

2 Leverage scarcity and urgency

3 Apply reciprocity and commitment

4 Harness emotions and stories

5 Optimize for cognitive ease

6 Test and measure your results

7 Here’s what else to consider

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