Scientific American Mind: When Words Decide
"Researchers are discovering the myriad ways in which language can have a profound effect on the choices we make..."
A recent article in this magazine points out three ideas that can influence people in the choices that they make. These can be applied to how your web site is set up to encourage more conversions by your visitors. Unfortunately, the article is not available on-line without a subscription, but you can subscribe at the link if you are interested.
The ideas are:
1. People are more inclined to avoid pain than to gain something.
2. Most people will take the default option.
3. A more expensive option makes other options seem like bargains.
One: Avoiding pain motivates people. People are more motivated by the idea of avoiding losing $100 that they are by the idea of gaining $100. If your product or service can help people avoid losses, that should be emphasized in your marketing pitch.
Two: Defaults rule. A study of 401(k) participation rates showed that participation increased from 49 to 86 percent when people were required to opt out of the choice rather than being asked to opt in to the plan. When you offer your users a choice, it is better to ask them to opt out if they don't want it than to have to ask to be included.
Three: Always have a more expensive choice. Several years ago, Williams-Sonoma offered an automatic bread maker for $275. That seemed an expensive way to make bread. Months later, they introduced a "deluxe" version of the item for $429, and sales of the regular breadmaker shot up, because it now looked like a good deal!
In summary, how you present things to your readers will have a lot of influence on how they respond. Put yourself in the best position to make your web site marketing efforts pay off for your business's.
A recent article in this magazine points out three ideas that can influence people in the choices that they make. These can be applied to how your web site is set up to encourage more conversions by your visitors. Unfortunately, the article is not available on-line without a subscription, but you can subscribe at the link if you are interested.
The ideas are:
1. People are more inclined to avoid pain than to gain something.
2. Most people will take the default option.
3. A more expensive option makes other options seem like bargains.
One: Avoiding pain motivates people. People are more motivated by the idea of avoiding losing $100 that they are by the idea of gaining $100. If your product or service can help people avoid losses, that should be emphasized in your marketing pitch.
Two: Defaults rule. A study of 401(k) participation rates showed that participation increased from 49 to 86 percent when people were required to opt out of the choice rather than being asked to opt in to the plan. When you offer your users a choice, it is better to ask them to opt out if they don't want it than to have to ask to be included.
Three: Always have a more expensive choice. Several years ago, Williams-Sonoma offered an automatic bread maker for $275. That seemed an expensive way to make bread. Months later, they introduced a "deluxe" version of the item for $429, and sales of the regular breadmaker shot up, because it now looked like a good deal!
In summary, how you present things to your readers will have a lot of influence on how they respond. Put yourself in the best position to make your web site marketing efforts pay off for your business's.
Labels: Internet marketing, search behavior, writing copy
posted by RGMyers at 8:19 AM
0 comments
