Persuasion principles from Cialdini to catch lost visitors on your website


See what I did there? I used a persuasion principle in the title of this blog to entice people to click on my article because people have the fear of missing out on visitors.  I will elaborate on this specific persuasion principle later in this article because I want to explain the concept first. This article will describe different persuasion principles you can use and why they are so effective. Furthermore, I will discuss when you can use these principles and where they can be applied based on bigger websites that already use them. 

Why should you use persuasion principles?

These principles are used by most organizations in the world because they are proven to have a significant effect on users’ decisions. A big influencer in this field is Robert B. Cialdini. His book about the Psychology of persuasion explains the psychology of why people say “yes” – and how to apply these understandings (Cialdini, R.B. (1993)).

You can use them to strengthen your copy and build the whole experiments around them. Don’t just apply these techniques without testing them first because the effect of these persuasion principles will be different depending on the website and its customers.

These changes are usually very easy to get set up and can give a significant boost to your conversion rate if used in the right places on your website.


Fifteen places to start with conversion rate optimization

Where do I begin?

You know you want to optimize your website but you don’t know where to start. Deciding where to start with conversion rate optimization doesn’t have the be difficult. Here are fifteen places that you can start to explore for opportunities.

1: Pricing on the product pages

A very interesting page to start analyzing are the pages where prices are displayed because the visual appearance of a price can have a big effect on the visitors of your website. This can have even more effective when the price is displayed on the product page because of the size of the pricing and the proximity to the transaction. Another way of optimizing this is by adjusting your prices automatically to undercut or match your competitors. Software like Greendeck can help you to automate this proces and get a lot of extra customers.

Pricing on NIKE product page
Nike product page pricing – 2020