In recent years, the Internet activity has moved more and more towards social media sites. We have Facebook, Twitter, LinkedIn, and many more as social tools which marketers can use to drive conversion. With these in mind, understanding marketing psychology and social proofing becomes even more important, as it really helps turn your website to become a reliable and trustworthy source in the eyes of the customer.
In a podcast hosted by Creative Thirst‘s CEO – Bobby Hewitt, we at Convert learned how important social proof and social influence is, and how you can improve your website design and conversion through effective marketing psychology.
Marketing has always been about how to reach out to people and tell them about your product/service. The more effective your marketing campaign is, the more people will know about your product, regardless if it is offline or online.
Employing Psychology in Web Design
According to Robert Rosenthal’s article – 5 Psychological Tactics Marketers Use to Influence Consumer Behavior,
The vast majority of marketers aren’t psychologists. But many successful marketers regularly employ psychology in appealing to consumers. Smart, skillful, honest marketers use psychology legally, ethically, and respectfully to attract and engage consumers, and compel them to buy.
Following the marketing psychology in web design can have a positive effect in conversion. This means knowing and understanding the needs of your website visitors and how these needs be implemented on your brand page. Designers, marketers and website owners of any niche make use of marketing psychology to bring forth their and their customers’ expectations.
But a positive customer’s response doesn’t come easy and customers usually look for something such as proof, feedback, reviews, etc. before they trust you. That said, the purpose of marketing psychology is to make your website become more trust-worthy, and that has an extreme importance. Always remember these key points in web design and marketing psychology when you are creating a page;
- Page design and elements
- Less is more
- Color scheme
- Visual flow
- Social Proof
Having all of these in mind, your website will likely end up with satisfied and returning visitors whether they want to purchase your products, acquire your services, recommend your business to others, or set up a partnership with you.
The Role of Social Proof In Marketing Psychology
Social proof has an excellent role in website marketing psychology and is a powerful strategy in improving conversion rate. Social proof is a psychological occurrence from social situations when people are unable to determine the appropriate mode of behavior and they just believe and follow the behavior of other people for making an instant decision.
For instance, each visitor is unique, has their exclusive needs, and have different points of view. Social proof is just one part of persuasive design that designers can use to make their business become trust worthy. Designers can use social proof to make prospects feel more comfortable. This does not ensure customer engagement, but it increases the chances of hooking those casual visitors.
The key to implement an effective social proof marketing psychology in web design are as follows;
- Every page really needs to be designed persuasively.
- Your content has to be good, relevant, and worthy.
- Visits can be influenced online, but showing clearly what other people have done before them is the key.
- Combine social proof with the action that you want your prospect to take.
- Combine that action to what others had taken before your prospect. In this way, your previous online visitors are influencing new visitors and new prospects to take more action.
- Let your visitors influence future visitors for you. A simple ‘tweet this’ button can go a long way.
Always keep these points in mind as its importance in conversion and website design. Moreover, don’t forget to conduct A/B testing to find out which page elements gets better or bad results as well as the best emotional triggers for your site. This simple test can affect almost all the aspects of your marketing campaign. Visit us at Convert to learn more about conversion optimization.