CRO Psychology, the mind is a powerful tool. This fact is one of the reasons for an entire marketing topic called “buyer psychology” being created. Oftentimes, you miss the link between how our customers think and our CRO strategies. You’re churning out ideas like a gold mine and expecting beautiful results that exceed our expectations.
Reality check! Your CRO strategy may not give you the results you desire because you’ve ignored crucial elements of buyer psychology. Understanding buyer psychology helps you pave a direct path to changing a potential or existing customer’s behavior. Here’re 4 mind-blowing ways buyer psychology influences CRO.
1. Buying is About Decision Making
CRO strategies look holistically at each stage of the sales funnel. But, the aim is always to get a lead to become a paying customer. Buyer psychology comes into play when you try to figure out how to get leads to get to the final stage of the sales funnel and make purchasing decisions.
Therefore, you must clearly understand how the mind makes decisions. It’s a process of persuasion. The trick is persuading the customer enough that he or she can do nothing else but make a purchase. It’s helpful to read Robert B. Cialdini’s book “Influence: The Psychology of Persuasion” so that you can truly understand what persuasion is and the best persuasion tactics to use to reach your audience.
2. Emotions Play an Important Role in the Buying Process
Antonio Damasio, a neuroscientist, discovered in the early 90s that decisions are directly linked to emotions, not reason. His conclusion came from research conducted on patients with brain lesions in regions of the brain that control emotions. These patients couldn’t make good decisions because of these lesions. His finding has been further supported by more recent research.
Many of our purchases are influenced by how we feel in the moment, not by logic. We may attempt to rationalize the purchase after the fact, but that logic isn’t what initially influenced the purchasing decision. Buyer psychology lets you identify the emotions potential customers are feeling and how those emotions influence their decisions.
This doesn’t negate the fact that it’s often hard to really put yourself in your customers’ shoes and determine what they’re thinking. Some places where you can get hints include:
- Send feedback surveys to your email subscribers
- Get feedback from your customer support team
- Pose questions on social media
- Ask yourself, “If I didn’t work here, would I understand this?”
3. Elements of Heuristic Psychology Come to Play
Heuristic psychology essentially refers to a set of rules, often called “common sense”, that people use to make decisions. We often use these rules to help us make buying decisions in less time. You inadvertently use heuristic psychology in CRO strategy when you’re trying to optimize your landing page. You know the key elements of a landing page and ensure that they’re included without even really thinking about it.
Over time, the process you use becomes second-nature. You’re able to come up with a unique set of tips and tricks that help you get the most out of the landing page. Quick decision making becomes a natural part of what you do.
Buyer psychology and CRO work in tandem to create the best user experience for your customers. Understanding this gives you a golden ticket into true CRO success. You’ll make your customers happy and be smiling all the way to the bank.
4. Knowing the Potential Customer is at the Core
Buyer psychology and CRO focus on making deliberate attempts to understand the buyer. It’s not about the type of content you want to create or the social media channels you use. Instead, it’s about what’s important to the customer. What appeals, stands out and rules do they use the most to make quick decisions? Keeping this in mind means that you’ll focus more on building solid hypotheses before testing them.