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How can you use consumer attitude theories to improve your CRO campaigns?

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Consumer attitude theories are frameworks that help marketers understand how and why customers form opinions, preferences, and behaviors towards products or services. By applying these theories to your conversion rate optimization (CRO) campaigns, you can design more effective and persuasive landing pages, copy, and offers that match your target audience's needs, motivations, and values. In this article, you will learn about four common consumer attitude theories and how to use them to improve your CRO campaigns.

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Richard Chapple

Innovation-driven marketing leader who’s grown three unicorn businesses | Driving growth, customer engagement and…
Rakesh Raghuvanshi

Founder & CEO @ Sekel Tech | Discovery Platform | Data platform | Demand Generation Platform

1 Theory of Reasoned Action

The theory of reasoned action (TRA) states that customers' intentions to buy or perform a certain action are influenced by two factors: their attitudes towards the action and the subjective norms of their social environment. Attitudes are based on the beliefs and evaluations of the action's consequences, while subjective norms are based on the perceived expectations and opinions of others. To use TRA to improve your CRO campaigns, you need to identify the key benefits and drawbacks of your offer, as well as the social influences that affect your customers' decisions. Then, you need to craft your landing page, copy, and call-to-action to emphasize the positive outcomes and minimize the negative ones, as well as to appeal to the social proof and authority of your brand.

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Richard Chapple

Innovation-driven marketing leader who’s grown three unicorn businesses | Driving growth, customer engagement and world-class talent for global brands at TGF
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At The Growth Foundation, we have a similar approach: We build a table with the following headings: For the target audience / consumer what are the: - Rational (Conscious & Subconscious) Benefits of the product/service - Emotional (Cons & SubC) Benefits of the product/service - Rational (Cons & SubC) Obstructions - Emotional (Cons & SubC) Obstructions Obstruction being reasons not to buy the product / service. It's important to have the target audience well defined before starting! Once the table is complete - great briefs cab be executed to generate the best assets, and we typically see benefits amplification work better at the top of funnels and anxiety / obstruction surpression work better at the bottom (near the checkout)

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2 Theory of Planned Behavior

The theory of planned behavior (TPB) is an extension of TRA that adds a third factor: perceived behavioral control. This factor refers to the customers' perception of their ability and resources to perform the action, as well as the external barriers and facilitators that affect it. According to TPB, customers are more likely to act on their intentions if they have a high sense of control over the action. To use TPB to improve your CRO campaigns, you need to assess the level of difficulty and risk involved in your offer, as well as the availability and accessibility of your solution. Then, you need to reduce the friction and uncertainty in your landing page, copy, and call-to-action by providing clear instructions, guarantees, testimonials, and support.

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3 Elaboration Likelihood Model

The elaboration likelihood model (ELM) is a theory that explains how customers process and respond to persuasive messages based on their level of involvement and motivation. According to ELM, there are two routes of persuasion: the central route and the peripheral route. The central route involves a high level of cognitive effort and scrutiny of the message's arguments and evidence, while the peripheral route involves a low level of cognitive effort and reliance on the message's cues and heuristics, such as attractiveness, credibility, or emotion. To use ELM to improve your CRO campaigns, you need to segment your audience based on their level of interest and knowledge in your offer, as well as their ability and opportunity to process your message. Then, you need to tailor your landing page, copy, and call-to-action to match the appropriate route of persuasion for each segment, using either logical or emotional appeals, or a combination of both.

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Richard Chapple

Innovation-driven marketing leader who’s grown three unicorn businesses | Driving growth, customer engagement and world-class talent for global brands at TGF
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Completely agree with this model. Putting it into action is the tough part as creating personalised user experiences is really tough. There are some great tools that help eCom merchants do this like Shopbox.ai, Nosto, Bloomreach etc (AI based personalised UX) but we've often found direct signposting on homepages like banners with 'New Here / Just looking around' or 'I'm ready to buy' and taking consumers on a path from this point can pump CR%

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4 Cognitive Dissonance Theory

The cognitive dissonance theory (CDT) is a theory that describes how customers experience psychological discomfort or tension when they hold conflicting or inconsistent beliefs, attitudes, or behaviors. According to CDT, customers seek to reduce or avoid this dissonance by changing or rationalizing their beliefs, attitudes, or behaviors, or by seeking information that confirms or supports them. To use CDT to improve your CRO campaigns, you need to identify the potential sources of dissonance that your customers may face before, during, or after the purchase or action, such as buyer's remorse, regret, or dissatisfaction. Then, you need to address these sources of dissonance in your landing page, copy, and call-to-action by providing reassurance, validation, or incentives, or by creating a sense of urgency, scarcity, or exclusivity.

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5 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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Rakesh Raghuvanshi

Founder & CEO @ Sekel Tech | Discovery Platform | Data platform | Demand Generation Platform
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**Self-Perception Theory in Simple Terms:** Self-Perception Theory is like a mirror for our minds. It says that we figure out what we like and want by looking at what we do. So, if you want to convince someone to do business with you, let them try things for free or give them a taste of what you offer. This helps them see for themselves that it's a good idea. It's like saying, "Try it, and you'll like it!" When they see how good it is, their feelings about it will change, and they'll be more likely to become a customer. It's like when you taste a new food and realize you really enjoy it!

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How can you use consumer attitude theories to improve your CRO campaigns?

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1 Theory of Reasoned Action

2 Theory of Planned Behavior

3 Elaboration Likelihood Model

4 Cognitive Dissonance Theory

5 Here’s what else to consider

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