What are Conversion Triggers?
Getting more customers is every business’ dream. Whether it’s to raise more profit or to develop more credibility, businesses need to use conversion triggers to get customers at the door. Are you trying to look for the magic formula that will draw more people to your brand? Then here’s a short guide that will teach you the basics on conversion triggers.
It may seem intimidating in the beginning, but it’s actually a lot easier than you think. And since it allows you to study your target market in the process, it becomes an opportunity for you to serve your clients better. Contrary to popular belief, conversion triggers isn’t about hypnotizing or manipulating your target market to buy, rather, it’s a way for you to give them exactly what they want by having an understanding of basic psychology. Know what they want and what drives them is your key to business success.
Let’s start with the basics. All humans, regardless of race, age, geographical location and religion are essentially driven to action by the same triggers. For you to be able to influence your customers, it’s important that you first learn to understand them. By knowing what triggers them, you’ll be able to craft a marketing message that will clearly speak to them. You need to know how they think before you can gain the power the influence their decisions.
Here are the top 5 conversion triggers you can start using today.
#1 “Avoid Pain, Gain Pleasure”
According to psychologists, this principle is the driving force that influences all human behaviour. Even if what you’re doing may seem painful to some, if you associate it with a certain pleasure, you’ll still go through with it. Take marathon running as an example. It’s physically and mentally draining, but since runners associate crossing the finish line with an emotional high, they will gladly run through miles and miles of pain.
To incorporate this trigger into your marketing campaign, it’s important that you first understand what your customers consider as pleasure and pain. Use the A to Z technique to know how you can help your customers leave point A (current situation) and get to point Z (ideal situation). You goal is to give your customers information on how they can get to point Z faster, using the products or services that you offer. Keep in mind that the closer point Z is, the more likely they’ll grab what you have to offer. This approach also allows them to associate your brand with the pleasure of getting to point Z.
#2 Novel Offerings
Humans in general love novelty. Studies show that dopamine in the brain significantly rises whenever we are exposed to new and unfamiliar circumstances. Novel offerings bring about feelings of reward that potentially may be waiting just around the corner. And because there’s that potential for pleasure, we then become eager to seek it out. This is the basic principle that the Apple brand has been capitalizing on for years. Every year, they release a new iPod or iPhone not just to update the old model, but to establish novelty of their products longer.
Try releasing a mobile app for your brand and make sure to include the word “new” in all marketing copies. This will trigger not just your old customers, but draw in new ones as well. You can also start releasing updated versions of your old products and rebranding them as new. Another way to keep the novelty flowing is by using the scarcity trigger and promising to release a product on limited offer every few months.
#3 The Reason Why
Another effective conversion trigger is man’s need to always look for answers. If someone says that he will sacrifice a day’s work just to help you increase your income, the first question that will probably pop up in your mind is “why?” Our brains are hardwired to always be on the search for answers. If someone you don’t know offers to help you out, you’d want to know the reason behind this kindness. This happens on a daily basis, even if the underlying reason doesn’t have any inherent meanings to it. It’s just the brain wanting explanations for every single experience in life.
One of the easiest ways to use this trigger is to include explanations in your marketing copies. Try explaining why you are offering what you are offering and you’ll see that your prospects will be more than happy to oblige. Tell your target market exactly what they should do to get what you have to offer and the benefits that come with it.
#4 Telling Stories
Story telling has been part of our fabric of existence since the first generation of man lived. Stories have been the most effective way to pass messages from one generation to the next. Why? Because it invokes emotions in us. Stories allow us to experience events even when we don’t have direct connection to it. They open up a whole new world that stimulates the part of the brain that is responsible for decision making. In order to get your target market thinking of buying, you need to tell them a story first.
To get the ball rolling, create a story about your brand. No matter what you’re trying to sell, create a compelling story that will best represent the brand message you want to convey.
#5 Making it Simple
Keep it simple. This is probably the easiest way to get your leads to convert. People generally gravitate to the option that requires them to exert the least effort. If you can present your products or services as a means to achieve great results, without the hassle and effort, then you’ve just found the winning formula.
You can start using this trigger by creating an easy to follow guideline for your target market. Demonstrate how your product can help them achieve results at the fastest time possible, with the least amount of work. It’s not so much about encouraging laziness, but showing them that there are more efficient ways to get things done.