The most important skill you didn't learn in school:
Behavioral Psychology.
7 psychological hacks that are so effective customers will line up to pay you:
1/ Anchoring Bias
Users rely heavily on the first piece of information they see.
Actionable insight: Start with the highest first in your pricing.
Example: Tinder uses the highest price to influence our buying decision.
2/ Hick's Law
More options lead to harder decisions
Find an area where you have a lot of options and then try to reduce them.
Removing your header & footer nav in your checkout flow may lift your conversion rate by 28%.
Example: Instapage just has a primary call to action
3/ Nudge
Subtle hints can affect users' decisions.
Small cues or context changes can encourage users to make a certain decision without forcing them.
Actionable insight: Use harmless nudges to sell more.
Example: Amazon focuses 1/3 of the screen to push for subscriptions.
4/ Social proof with the recency effect
Users adapt their behaviors based on what others do.
Example: Basecamp shares how many folks signed last week.
5/ Positive Scarcity
People want more of those things they can have less of.
Uber Eats found the right angle: using a real limited resource (timing of deliveries), they are convincing new users to share the same restaurants as past users.
6/ Reduce Cognitive Load
Cognitive load is concerned with how much the brain can do at any one time.
Actional insight: Reduce friction for prospects.
Synthesis payment checkout flow had too much cognitive load. We moved to Typeform. It increased our conversion from 24% to 40%.
7/ Zeigarnik Effect
People remember incomplete tasks better than completed ones.
Duologin shows incomplete tasks to finish.
Actionable Insight: Use checklists, progress bar, and gamification to push to convert more customers.
That's all folks.
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