Are you like most business owners frustrated that your website is not working the way it should? You are spending a lot of time and money on building the site and driving traffic to the site but your visitors are just not taking the actions you want them to take?
In his 1984 best seller, Influence, Dr Robert B. Cialdini wrote about the 6 key principles of how to influence and persuade people to make them take decisions we want them to take.
These principles are universal and let’s see how we can apply these principles to influence your website visitors to take action you want them to take.
1. Reciprocity: People always tend to return a favour. So, what favour can you do for your visitors? I am finding giving away free e-books for people to sign-up is not an effective strategy anymore. Think about how you can provide value before you expect users to take actions in your favour. For instance, let them download your free resources without having to give you anything. In your free resources, place a call-to-action at the end which says “ If you like regular tips to your inbox every week, subscribe to my newsletter”
2. Commitment: Once human beings commit to something, they are more likely to deliver on that commitment. What can you do to align users to your goals or make them commit to something that will allow them to continue to take actions with you? http://www.makeitpossible.com is a great example where it asks visitors to take a pledge towards a world without factory farming.
3. Social proof: People will do things that they see other people are doing. Show people that other users are taking the actions that you want them to take. www.kogan.com is a good example where it shows visitors other users buying their product as a live feed.
4. Authority: People tend to obey authority figures. How can you establish yourself as an authority and how can you make it come as a request from you to ask users take action? Do you have industry accreditations, celebrity testimonials, publications, etc that can position you as an authority? Also, consider the idea of creating a short video clip where you can personally ask users to take the action you want them to take.
5. Liking: People are easily persuaded by people they like and things they like. How can you make your page likeable? Good design is very important.Also, how can you company more likeable? For instance, if you give away to charity and if you have that in your website as your corporate social responsibility, you have higher chances of making people like you and your company
6. Scarcity: Perceived scarcity creates demand. How can you create a sense of scarcity? Let users know that you work only with 10 clients per year if that’s the case. Or you may have an offer and make it available only for the next 30 days. Having a countdown timer next to your call-to-action button on how many days left or how many spots left for your event will increase perceived scarcity.