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Influence users through copy and design

Use case

Boost conversion and purchase rates online.

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1. Gather reviews on your site.

If you sell commodity products, consider pulling reviews from an external site so that you can display more of them. Use structured data to get review stars from highly reviewed products into search results.

More reviews can help insulate your reputation from the inevitable impossible-to-please customer. That said, don’t delete negative reviews. They actually help sales if there are only a few of them and they’re politely worded. However, you don’t want too many negative reviews either.

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2. Use different communication channels with customers like company website, social channels, face-to-face interactions, etc.

Any channel you might use could influence buying decisions, and buyers often consult more than one channel before deciding to purchase.

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3. Mimic the market standard in your design choices to invoke a sense of familiarity.

Follow the crowd and learn their preferences. For example, originally clam chowder was thin in nature, but restaurateurs added flour to make chowder thicker and thicker. Now, consumers expect a bowl of “authentic” clam chowder to be thick.

Implement the idea of familiarity as a marketing tactic, especially if dealing with a market where people have tremendous experience with the product category. E.g., if you look at different ketchup products, you may easily notice almost all packagings look similar although they come from different brands.

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4. Make your website easy to read using large fonts, text formatting, color contrasts, or short statements, to make every aspect of the decision to purchase as simple as possible.

Offer a simple, easy-to-buy, value-packed product to get more customers to decide on that first purchase. This way, people are more likely to buy it and even come back for a second purchase. For example, use easy-to-pronounce names for your offer or product. Or, if your business makes money through subscriptions, offer an unlimited plan.

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5. Avoid using difficult-to-read fonts and make every aspect of the decision to purchase as simple as possible.

When people read something in a difficult-to-read font, they transfer that sense of difficulty onto the topic they’re reading about.

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6. Examine how things are arranged on your online channels and platforms.

Seemingly unimportant details can influence website visitors to proceed with a purchase or click away. Having said that, think of retail stores where even the flooring influences purchase decisions.

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7. Build influence on social media through being present, building relationships with potential customers, and tracking click-throughs.

Just shouting “buy this” works on a very small number of people.

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8. Include the Facebook Like button and Twitter icon if your product is suitable for public sharing.

Social media share options increase the chances of purchase. If your product is more private in nature, don’t add them.

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9. Optimize your web copy and design to communicate with your customers at an emotional level and on the subconscious level.

Present facts and numbers about your products to help customers justify their buying action. But play with customers’ emotions and subconsciousness to drive their buying decision. Ensure your copy and design creates emotional bonding and include subliminal messaging.

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Current Playbook:

Influence users through copy and design

Feb 02, 2021

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