As marketers, we are constantly testing: button colors, calls to action, timing of messages, and countless other elements of our campaigns.
We may discover what works, but we might not know why a certain campaign does well or a certain test beats all the others.
- The isolation effect: Highlight a single element in a group, such as making your CTA more distinct.
- The anchoring effect: Influence a desired behavior by presenting options in context, such as showing a higher price before, then offering a lower one.
- Social proof: Feature validation from other purchases, which you can do via testimonials or influencers, for example.
- Loss aversion: Show what will be lost if a purchase is not made by using a countdown clock or other urgency-driving device.
- Instant gratification: Minimize steps needed to purchase, offer quickly consumed content, or provide other immediate satisfaction.
- Reciprocity: Get something from a customer (such as an email address) in return for something (such as an e-book).
- Grounded cognition: Show experiences that are relatable, such as offering very tailored content, to get people to connect with it more.
- The primary effect: Arrange information based on a hierarchy to help people recall the most important parts.
- Commitment and consistency: Start with a small commitment from a customer and then build up to bigger ones.
Check out the infographic for more examples of how you can put each tactic to use./p>