Psychology-Based Marketing Hacks That Can Boost Conversions – Forbes | Region & Cash

CEO and Founder of Zebra Advertising.

We all agree that a good product is easier to sell. However, we live in a time where there are good alternatives for every product and therefore the competition is probably as high as ever. Therefore, understanding how to properly present the unique features and benefits of your offering is crucial.

In this article, I’m going to focus on a few simple marketing hacks that can increase consumer retention and conversion rates simply by displaying your content in a different way.

Use green ticks to express the concept of good/great.

I’m sure we all think that the content on our product or service pages accurately reflects our strengths – and we’re probably right; The content is actually there. However, we often forget that customers who are viewing our pages for the first time need guidance to understand what content to focus on. According to a study by the Society for Consumer Psychology:

“The symbol of a tick marks the concept of ‘good’. The idea of ​​”good” is not made conscious, you do not actively think “good”. However, when asked afterwards how you feel about something, “good” is the more immediately accessible answer.”

So why shouldn’t we use tick marks to emphasize product features or benefits? I’ve personally found that using green ticks is even better because you can combine the power of the tick with the psychology associated with certain colors. Green has a very positive connotation and promotes optimism, hope and balance.

Use social proof further up the page.

First-time visitors decide whether to continue reading your content based on what is “above the fold”. This is a well-known concept in marketing. However, it is surprising to see how many advertisers fail to recognize the power of social proof and choose to use it below the fold.

Let’s assume for a second that your product has been featured on TV and you will be able to use the very famous “as seen on TV” claim. “As seen on TV” advertising is one of the best examples of social proof because it gives consumers the confidence that they are buying a quality product that other people have used and talked about. Such strong social proof can persuade people to at least learn more about the product and understand how it could potentially benefit them.

There are many items you can use as potential social proof. Just make sure you always support any claims on your page – to back them up and maximize their impact on the consumer.

Answer the five Ws and one H.

One of the first things I learned during my marketing studies was that it is important to use the questioning method in order to market a product properly. This method, while very simple, has shaped every marketing strategy I’ve worked on since.

The method is to ensure that by the time a consumer first encounters your product or service, you have already answered six basic questions:

• What is the product and what problem does it solve?

• Who will benefit from the product?

• Why would anyone need the product?

• When is the best time to offer this product to a potential customer?

• Where will the product be available?

• How will the product help solve the problem that potential customers are facing?

You can use this method to create great landing page/website content. By having all the information they need in one place, you can influence consumers without having to visit multiple pages to compile the information.

Eliminate all doubts by listening to your customers.

As you continue to generate sales, you’ll learn more and more about your customers simply because they ask questions. Keep these questions in mind and spot patterns. You’ll quickly discover that there are some questions almost any customer could ask you.

This is great information that will help you add content to your product and service pages. While many companies tend to add FAQs as a separate page on the site, I’ve seen a lot of success with product-specific FAQ sections on the site.

There is a psychological phenomenon called the ambiguity effect that unconsciously causes us to avoid ambiguous options or purchase decisions. Answering common questions can help you mitigate this risk.

Start with a small commitment and then build it up.

Customers are much more likely to choose a smaller purchase. The higher the price of a product, the more questions they will ask and the more wear and tear there will be before a sale.

With this in mind, we – and many other companies – have found success in strategies that start with a small initial commitment before upselling customers to a more comprehensive solution. At the point of lower engagement, if you get it right, you can build a higher level of trust with the consumer, and they’ll be more willing to hear about your other offerings.


Having a great product or service in such a competitive market may not be enough. Prospects don’t spend a lot of time on one page and quickly decide if they want to devote more time to a particular website. As a result, businesses need to do as much work as possible to maximize the results from the traffic they receive. Optimizing your website through the use of customer psychology has proven to be very effective in increasing conversion rates and should definitely be part of your marketing mix.

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