As mentioned in part 1 of this retail persuasion series, your ecommerce retail success is dependent upon persuading customers to buy and then continue to buy from you over a competitor. In other words, conversion rate and customer lifetime value. According to Robert Cialdini, the six primary principles of influencing others are Reciprocity, Commitment & Consistency, Social Proof, Liking, Authority, and Scarcity.
In this post we’ll explore the second half as they relate to your store.
People want to do business with those they like. When we like someone, we are compelled to give them our attention and our business. All else being equal, people tend to like those that are physically attractive, share similar interests, those that like them, and those they are familiar with.
Ideas for you to trigger liking:
As a general rule, people are compelled to follow the direction of the one with the most credentials. It’s scary what people will do when authority is simply implied. Associated titles and appearance are enough to bestow an online store with authority and increase your conversion rate. People are always trying to determine who is the authority. Make it clear that you meet this criteria.
Ideas for you to trigger authority:
We want what we can’t have, or is in risk of being taken away. Like social proof, scarcity is often gamed by artificially limiting supply or even lying about supply. When there is only one left, everyone seems to want it! I bought my first house because it was the last one left in the newly developed neighborhood in my price range.
Ideas for you to trigger scarcity:
You can use these persuasion tactics to manipulate others, or to serve them. It’s not always easy to tell the difference. Be guided by your genuine care for your customers and commitment to delivery true value instead of the desire to simply make the most money possible.
Do you have other ideas on how to best take advantage of liking, authority, and scarcity to increase your store’s conversion rate and lifetime value? Comment below!