Leverage customers’ psychological biases in marketing to boost conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2020, 1:17 AM UTC

These biases are an effective way to gain consumer attention.

This article suggests how customers’ inherent psychological biases can be used as part of a marketing strategy. Consumers are more likely to align with a brand when they feel its content confirms their existing suspicions.

When dealing with customers’ confirmation biases, conduct market research to understand them in a way they helps a brand craft content confirming their biases to drive conversions. Consumers have a need to feel they’re a part of community, a need arising from bandwagon effect.

To leverage this, companies must utilise social proof and testimonials to convert them. Brands could gain consumer trust and eliminate risk by addressing zero-risk bias by offering money-back guarantees or a results guarantee.

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[4 minute read]