How To Use Behavioral Science to Optimize Online Journey for Conversions (with Examples)

Understanding human behavior can be a game-changer in optimizing customers online journey for conversions. Behavioral science offers a treasure trove of insights into how people make decisions. Here is how to leverage these principles effectively:

Affect Bias

What is it: Affect bias is the tendency to make decisions based on emotions rather than rational thought.

Example : Use emotionally charged imagery and storytelling on your landing page. A picture of a happy family enjoying your product can evoke positive feelings, making visitors more likely to convert.

Ambiguity Aversion

What is it: Ambiguity Aversion refers to the tendency to avoid options that are uncertain or unclear, favoring those with known probabilities.

Example : Clearly state the benefits of your product and offer a money-back guarantee to reduce uncertainty, making it more likely for visitors to take action. If you're selling an online course, offer a detailed course outline and a free sample lesson. This reduces ambiguity by allowing potential customers to know exactly what they can expect, making them more likely to purchase the course.

Anchoring

What is it: Anchoring refers to the human tendency to rely on the first piece of information encountered when making decisions.

Example : Display a range of product prices on your homepage. A higher "anchor" price makes the lower-priced options seem more attractive. Also you can display both the original price and the discounted price to trigger anchoring.

Authority Bias

What is it: People are more likely to trust and follow the opinion of an authority figure.

Example : Feature testimonials from industry experts or celebrities to lend credibility and influence a visitor's decision to convert.

Category Heuristics

What is it: This is a mental shortcut that helps us make quick decisions within a given category.

Example : Use recognizable icons and labels for different product categories to help visitors quickly navigate and make decisions.

Cognitive Ease

What is it: People prefer to make decisions that require minimal cognitive effort.

Example : Simplify your website with a clean design and straightforward language, making it easier for visitors to convert.

Costly Signaling

What is it: Costly signalling is a way to demonstrate your brand's credibility and quality by investing in high-value actions that are visible to consumers.

Example : If your brand sponsors a popular industry conference or webinar series, prominently display this information on your website. This kind of sponsorship is often expensive and therefore signals to visitors that your brand has the resources and credibility to be a key player in the industry, making them more likely to trust you and convert.

Default Bias

What is it: People tend to stick with pre-selected options or their usual behavior.

Example : If you have an online subscription form for your newsletter, pre-check the box that says "Yes, I would like to receive updates and special offers." Many visitors will leave this box checked rather than unchecking it, increasing the number of people who opt into your mailing list.

Delivery Friction

What is it: The time and effort it takes for a consumer to receive an item can impact their decision to purchase.

Example : Offer fast shipping or convenient in-store pickup to make it easier for customers to receive their items, increasing the likelihood of conversion.

Diversification Bias

What is it: Diversification Bias is the tendency for people to seek more variety when making multiple choices at once, as opposed to when making choices sequentially over time.

Example : Offer bundled packages of varied products to cater to this tendency for variety. If you're selling gift baskets, offer a "Build Your Own Basket" option where customers can select from a variety of items to include. When presented with the opportunity to choose multiple items at once, they are more likely to select a diverse range of products, increasing the overall basket value.

Emotional Priming

What is it: Emotional priming involves using cues or stimuli to influence a person's emotional state, which in turn can affect their decision-making.

Example : Before presenting a call-to-action for a charitable donation, show a short video clip that emotionally engages the viewer by telling a heartfelt story related to the cause. This primes the visitor emotionally, making them more receptive to the subsequent request for a donation.

Endowment Effect & Loss Aversion

What is it: The Endowment Effect refers to the tendency for people to overvalue things they own or feel they own. Loss Aversion is the tendency to prefer avoiding losses over acquiring equivalent gains.

Example : Offer your customers a free trial or sample to instill a sense of ownership. Offer a "Design Your Own Custom T-Shirt" feature on your website where users can create and save their unique designs. Once they've invested time and creativity into customizing a product, they'll feel a sense of ownership.

Framing

What is it: Framing refers to the way information is presented, which can significantly influence how that information is perceived and acted upon.

Example : If you're selling a subscription service, instead of stating the cost as "$120 per year," frame it as "Only $10 per month." Even though the total cost remains the same, the monthly framing makes the expense seem more manageable, increasing the likelihood of conversion.

Halo Effect

What is it: The Halo Effect is the tendency for positive impressions in one area to influence and spread to other areas.

Example : If your website has a blog that offers high-quality, expert advice, feature some of these articles prominently on your product pages. The positive perception generated by the helpful, expert content can create a halo effect that enhances the perceived value and trustworthiness of your products, making visitors more likely to convert.

IKEA Effect

What is it: The IKEA Effect is the psychological phenomenon where people place a disproportionately high value on products they have had a hand in creating.

Example : If you sell furniture, offer a "Design Your Own Desk" feature where customers can choose the material, dimensions, and add-ons like drawers or shelves. Once customers invest time and effort into customizing their own desk, they're more likely to feel attached to the product and complete the purchase, valuing it more because they "created" it.

Mental Accounting

What is it: Mental Accounting refers to the tendency to categorize and treat money differently depending on its source or intended use.

Example : Offer a "Birthday Discount" for customers to use during their birthday month. Many people view birthday money as "extra" funds to be spent on treats for themselves. By targeting this mental account, you make it more likely that they'll spend their "birthday money" on your products, thereby increasing conversions.

Mere Exposure Effect

What is it: The Mere Exposure Effect is the psychological principle that people tend to develop a preference for things merely because they are familiar with them.

Example : Use a multi-touch marketing strategy that includes social media ads, email newsletters, and retargeting campaigns. The more often potential customers see your brand and products, the more familiar and comfortable they become with them. This increased familiarity can lead to a higher likelihood of conversion when they visit your website.

Paradox of Choice

What is it: The Paradox of Choice suggests that while people may think they prefer more options, having too many choices can lead to decision paralysis and decreased satisfaction.

Example : If you have an online store with a wide range of products, consider implementing a "Top Picks for You" section based on the user's browsing history or past purchases. By curating a smaller set of options, you help alleviate the overwhelm of too many choices, making it easier for the customer to make a decision and complete a purchase.

Power of Free

What is it: The word "free" has a strong emotional impact and can significantly influence behavior.

Example : Offer a free gift with purchased item to capitalize on this powerful motivator. If you have a subscription service, offer a "First Month Free” promotion to encourage the subscription.

Power of Now

What is it: The Power of Now refers to the human tendency to prioritize immediate rewards over future benefits, often discounting the value of future rewards.

Example : Use urgent CTAs like "Buy Now, Limited Offer!" to encourage immediate action. If you're selling an online course, offer instant access to the first lesson or a valuable resource as soon as the customer makes a purchase.

Pratfall Effect

What is it: The Pratfall Effect is the tendency for people to find individuals or brands more likable after they make a minor mistake, as it makes them appear more human and relatable.

Example : If your website experiences a minor glitch or downtime, openly communicate this to your customers and apologize for the inconvenience. This transparency can actually make your brand more relatable and trustworthy, increasing customer loyalty and the likelihood of future conversions.

Prospect Theory

What is it: Prospect Theory posits that people are more sensitive to potential losses than equivalent gains when making decisions. They often choose options that minimize the potential for loss.

?Example : If you're selling a software service, offer a tiered pricing model but highlight the cost savings of the higher-tier plans by showing how much is "lost" in benefits when choosing the basic plan. For example, "Save $200 annually with the Premium Plan compared to the Basic Plan." This framing taps into the desire to minimize perceived losses, making the higher-tier plans more attractive.

Scarcity Bias

What is it: Scarcity Bias is the psychological principle that people place higher value on things that are scarce and are more likely to act quickly to obtain them.

Example : If you're selling concert tickets, show a real-time countdown of the number of tickets remaining next to the purchase button. For example, "Only 5 tickets left!" This creates a sense of urgency and scarcity, making visitors more likely to make an immediate purchase to avoid missing out.

Social Proof

What is it: People are influenced by the actions and opinions of others.

?Example : Display customer reviews and testimonials prominently to leverage this powerful influence on decision-making.

By understanding and applying these behavioral science principles, you can significantly elevate the effectiveness of your website or online journey in driving conversions. These principles offer a window into the complex decision-making processes of your potential customers, allowing you to fine-tune various elements of your online journey—from product presentation and pricing strategies to user interface and customer engagement. Whether it's making a purchase, signing up for a newsletter, or engaging with your content, these scientifically-backed actions ensure that you're not just capturing attention, but also effectively converting that attention into measurable results.