Ever since I read Influence: The Psychology of Persuasion by Robert Cialdini I became fascinated with human behavior. Understanding how rules of Reciprocity, Scarcity or Authority work has benefited me immensely. First of all, you begin to understand when others try to influence your decision. Second of all, you can use the same techniques to influence the decisions of others.
Cialdini was one of the first people to focus and write a book for the general population on this topic. Since then we have gone a long way and identified more psychological principles that run our lives.
These findings are particularly prominent in marketing for eCommerce and SaaS businesses. Psychology has helped many businesses to grow, one of the best examples of this is booking.com. They use almost all of the principles listed below to influence users behavior and thanks to Conversion Rate Optimization other businesses can also benefit from the learning of psychology.
In the following article, we’ll go through the principles that can help you influence consumer behavior, optimize campaigns, create new user flows and write better copy.
Continue reading →