Human psychology

Psychology of crowdfunding

Crowdfunding is painful.

With standard conversions, people receive value immediately. They buy your product. Then they receive your product. Done and done.

That’s not crowdfunding. With crowdfunding, the end product doesn’t even exist. You need to convince people to give you money for something that they won’t receive for months (and possibly longer).

Sure, you can use perks and rewards to entice people. But the majority of donations come from people’s generosity. How to get more funding? What are crowdfunding best practices?

I scoured the academic research on crowdfunding, philanthropy, and helping behavior to understand when and why people donate money (and how you can use those principles for a successful crowdfunding campaign).

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How to Use Cialdini's 6 Principles of Persuasion to Boost Conversions

Back in 1984, Dr. Robert B. Cialdini wrote a book called Influence: The Psychology of Persuasion. Since then, it’s been widely hailed as a seminal book on marketing—something everyone in conversion optimization should read.

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8 Ways to Grab Attention (and Hold onto It)

We live in a world of short attention spans. Attention span is the amount of time that a person can concentrate on a task without becoming distracted.

That task could be learning about your product, figuring out if your service is right for them, etc. In other words, it’s kind of important. You need to learn how to grab attention—and hold it—for your website visitors.

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Purchase Decisions: 9 Things to Know About Influencing Customers

If you want to get people to buy your stuff, you need to understand how consumers make purchasing decisions.

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The “Curse of Knowledge”: How Expertise Can Hurt Marketing

Marketers are intimately familiar with their industry and product. But that familiarity isn’t always an advantage.

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Business Apologies: What You Should (and Shouldn’t) Do

You start your day with a check-in on social media. You spot a negative review on your Facebook page. Do you:

  • Ignore it and hope nobody sees it?
  • Respond?
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business meeting

When I last checked, there were 987,119 “thought leaders” on LinkedIn. Soon, there’ll be more than a million. How many of those do you trust? Keep reading »

foot in the door

“How can a person be induced to do something he would rather not do?” Keep reading »

brain scan

Neuromarketing assesses how our brain reacts to stimuli, not simply what we self-report in qualitative surveys. These are truths that our impulses write onto MRIs. Sometimes, as several studies below illustrate, those two systems—the conscious and subconscious—offer conflicting interpretations. Keep reading »

Using Dual Process Theory for Higher Conversions

Designing your website requires a studied understanding of human behavior if you want to increase your conversions. Using psychological tactics in your design to appeal to potential customers can help do this, but you must first know how users’ decisions are made.

Daniel Kahneman presents two thought systems that can give marketers a framework for how to target their ideal clients through site design and get a major uplift in conversions.

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