Psychology

Beyond Reason: 8 Subconscious Marketing Techniques to Boost Sales and UX

According to research by Harvard Business School professor Gerald Zaltman, up to 95% of our purchase decisions are directed by subconscious mental processes.

As digital marketers, we know this intuitively. How many articles have you read that advised you to appeal to the emotional, irrational, subconscious part of the brain?

Despite this evidence, a majority of marketing efforts still focus on making logical appeals to a rational mind.

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Memory

Every company wants their visitors (i.e. potential customers) and customers to leave their site with a lasting positive memory. Of course, that’s much easier said than done when you consider technical issues, copy confusion, price barriers and the like.

If you want to bring a smile to people’s faces when they hear your company name, you’ll need to understand how memory works and how you can design for it.

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Your Users Are Frustrated - Here's a Way to Fix That and Make More Money

Ever scroll through a website and get irrationally angry? Maybe it was the slow loading time, the poor design, the frustrating lack of clarity – no matter the case, I’m sure you can relate.

Though you might not like to hear it, a substantial amount of your customers are going through the same thing on your site right now. This is inevitable. The real money comes from finding these common frustrations and fixing them.

But how?

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Does the Presenter's Paradox Actually Work in Digital Marketing? [Original Research]

When people weigh choices, the Presenter’s Paradox says they do so by averaging (not adding) the value of each item in a package.

This means if you add more items to a list or more products to a bundle, it could reduce the overall value perception (if the added items are deemed less valuable.

Research on this phenomenon is fairly scarce, though, so we decided to conduct a study through ConversionXL Institute.

We provide 3 perspectives: 1. we outline what products and lists two academic studies have tested, 2. we duplicate a product and list test with a larger sample size to try and replicate the findings, and 3. we then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).

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Which Site Seals Create The Most Trust? [Original Research]

When internet users share private information, they want to feel safe doing so.

One of the most popular ways to convey security on a website is by using trust badges (also referred to as “trust logos” or “site seals”).

This study, conducted by ConversionXL Institute, expands on existing research from Baymard Institute’s research in 2013 to better understand the popularity and efficacy of various trust badges online.

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Cialdini's 7th Persuasion Principle: Using Unity in Online Marketing

If you’ve worked in marketing, sales, conversion optimization – any role that has to do with strategic communications/persuasion – you’re likely familiar with the work of Dr. Robert Cialdini.

Since his last book, Influence, came out 30 some years ago, his work has done nothing but influence new generations of those of us in the strategic/persuasive communications space. Even if you haven’t read the book, you’ve probably heard of his 6 persuasion principles.

However, with Cialdini’s new book, Pre-Suasion, comes one new persuasion principle.

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