Mark Macdonald recently published a must-read on the Shopify blog for anyone interested in ecommerce, or marketing in general. It’s called, “6 Psychological Triggers that Win Sales and Influence Customers” and it is powerful insight. Really, most everything published on Shopify’s blog is worth reading, so I encourage you keep up with them here.
Macdonald’s piece uses Robert Cialdini’s book, Influence: The Psychology of Persuasion as the foundation for his application. The six principles every person involved in ecommerce must know are:
- Commitment & Consistency
- Social Proof
Read through his examples of how brands are using these principles to convince their customers to follow through with the transaction. I was tempted to select just one or two that I think are most powerful, but the truth is, these principles work best when they work together, cumulatively.
It’s also a useful exercise to reflect on how these subtle forces work on our sub-conscience in every area of life. They are very real not just in the marketing and consumer world, but also at a basic human level. So many of our decisions are guided by these principles. Organizations, especially religious ones, ought to take note and consider the applications for how their own self-understanding.