Persuasive Psychology in Conversion Optimisation
Consumer psychology and behavioural economics are a vital part of conversion rate optimisation. Modern psychology investigates all aspects of human thinking and human behaviour, using precise cutting-edge quantitative experimental techniques.
We at Endless Gain use many of these biometric measures: eye tracking, facial expression recognition, galvanic skin response, EEG, and pupil dilation.
We analyse these biometric data with the theory and findings from academic psychology, behavioural studies, and research relating to patterns of human thinking and behaviour in general. We ask questions such as:
- What makes your users tick?
- What do they find persuasive?
- How are their decisions affected by their emotions?
- What are their mental blind-spots?
We apply these psychological principles to optimise CX on your website
We create hypotheses to conduct experiments on your webpages based on the insights gathered during our research combined with the most relevant psychological principle(s).
Here are some of the psychological principles that we’ve put into practice on our clients’ websites:
- Decoy effect
- Less is more fallacy
- Attentional bias
- Delay discounting
- Ego depletion
- Intrinsic versus extrinsic motivation
- The power of free
- The Von Restorff effect
- Labour-love effect
- Endowment effect
- Choice paradox
- The pain of paying
- Foot-in-the-door principle
- Social proof
- Ambiguity aversion
- Mental accounting
Want to learn more about these findings and how they can be used in conversion optimisation?
- Check out our free video series that show our psychologist Ben Ambridge explaining a psychological theory or finding and how it can be applied to conversion rate optimisation (CRO).
- Get our free Pocket Guide to Consumer Psychology: Selling Fast and Slow.
- Read our blog for articles on consumer psychology and how they relate to CRO.
- Check out Ben’s popular psychology books, which explain how psychology findings can be applied to our everyday lives, including in business.