Human psychology - ConversionXL Archives Institute Revenue optimization services Copytesting Blog Search Start 7-day trial for $1 Subscriptions Minidegrees Live sprints Online courses Free courses Resources

Human psychology

11 Things People Believe But Shouldn't

People often choose to believe in things that are just not true.

The Great Wall is the only human made object viewable from space. All Vikings helmets had horns. Vaccines cause Autism. 5G causes causes cancer. You get the idea.

Here are 11 things that a lot of us in marketing believe, but shouldn’t.

Keep reading

Fire

As much as we’d like to think that we’re rational, the reality is, we make many of our decisions emotionally.

Clicks, shares, purchases, comments, engagement are all subject to emotional decision making.

So how can you use this fact to your advantage?

Keep reading

Your brain

Writing copy that converts is a lot like boxing.

Your shots need to flow, and you need to be 3-4 steps ahead of your opponent. You have to predict their counters, slips and movement patterns before they even think of doing them.

Similarly, to craft high-converting copy, your sentences have to flow. And you have to anticipate your reader’s objections and be mindful of each word, sentence, and paragraph that enters their brain.

Regardless of the technique you use, according to Copyblogger, the goal is “strategically delivering words to get people to take action.”

Using NLP and neurolinguistic principles, we can boost the chances that your copy will resonate with your target audience and move them to action.

Here’s how.

Keep reading

Cognitive Biases

Persuading completely rational people to make a rational decision or take a rational action would be easy. Unfortunately, you’re stuck dealing with irrational thinking, fueled by cognitive biases and emotions.

So, how do you persuade effectively when people are so heavily influenced by subjective (and contextual) factors?

Keep reading

Emotional Persuasion

You’d like to think that you’re a completely rational person making completely rational decisions, right? It’s nice to believe that you haven’t made major life decisions based on how you were feeling.

Well, you have. Many times.

Keep reading

Neuromarketing Ethics: How Far Is Too Far?

As the marketing industry developed, researchers dove deeper into buying behavior and buyers’ minds. One early researcher was Edward Bernays—Sigmund Freud’s nephew—who coined the term “public relations.”

Bernays believed that people could be influenced via crowd psychology and psychoanalysis. His “Torches of Freedom” campaign in the 1920s promoted smoking among women as a symbol of liberation, opening a new market to cigarette companies.

Decades later, in 2002, Dutch marketing professor Ale Smidts coined the term “neuromarketing.” Neuromarketing maps neural activity to consumer behavior to help marketers craft more valuable, science-based campaigns. 

Keep reading

Online Manipulation: All The Ways You're Currently Being Deceived

There’s a fine line between online persuasion and manipulation.

Keep reading

Want to Know a Secret? Your Customers Do.

The carefully evasive proposal included intriguing tidbits: Jeff Bezos laughed when Mr. Kamen assembled an It for him [. . .] The proposal also included proclamations from tech-world celebrities like Steve Jobs, Apple’s founder, that the device might change urban life and could be as significant as the development of the personal computer.

The New York Times, January 2001

Dean Kamen’s code name for the project was “Ginger.” That was all most people knew. But few could wait to learn more. Deprived of source material, journalists wrote articles about articles. Finally, in December 2001, came the big reveal: Ginger was the Segway. 

Keep reading

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).

Keep reading

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.

Keep reading

Apply for the Culture of Experimentation Sprint

Chad Sanderson has led experimentation at Oracle, Subway, Sephora, Microsoft and Convoy. Join Chad’s 6-week live interactive training program to develop a culture of experimentation at your company.

Apply now

We’re running live CXL Sprint programs in two other disciplines:

Sign up here to stay updated with upcoming program and enrollment info.

Categories