In the dynamic world of eCommerce, where competition is fierce and customer attention spans are short, understanding the psychological underpinnings of consumer behavior can be a game-changer.
Dr. Robert Cialdini's foundational book, "Influence: The Psychology of Persuasion," outlines six principles that explain how and why people say "yes" to brands.
This guide delves into each principle, offering actionable strategies for eCommerce brands, bolstered by real-world examples and case studies.
At its core, reciprocity is about creating a mutual exchange of value. When brands offer something of value without expecting an immediate return, customers feel compelled to reciprocate, often in the form of loyalty or purchases.
To understand this better, imagine for a second that you're shopping for a pair of shoes. As the salesperson brings you more and more pairs of shoes, you start to feel more and more indebted to make a purchase to compensate them for their time.
This is a great example of reciprocity in action. Reciprocity is when you give something of value for free to potential customers which increases the likelihood that they will make a purchase.
Real-World Example: A great example of this principle is The Honest Company, which offers a free trial of its products. Giving potential customers something for free increases the likelihood that they will reciprocate by subscribing for regular deliveries.
People have an innate desire to appear consistent in their actions and beliefs. eCommerce brands can tap into this by encouraging small commitments that lead to larger ones over time.
The goal is to create small steps potential customers can take that lead them closer and closer to making a purchase.
This includes things like getting people to sign up for your email list, encouraging people to follow you on social media, etc.
The principle of commitment and consistency means that each small step people take brings them one step closer to getting them to follow through and make a purchase.
Case Study: Fitbit excels in this area by encouraging users to set daily fitness goals. Achieving these small, daily commitments reinforces the user's commitment to their fitness journey and, by extension, to Fitbit's ecosystem of products.
Social proof leverages the human tendency to look to others for guidance on how to think, feel, and act. Displaying customer testimonials, reviews, and user-generated content can significantly influence purchasing decisions.
To better understand how to use social proof, imagine that you're about to make a purchase. You're searching online, visiting Amazon, and researching which product you want to buy.
One product has zero reviews, while another product has 500+ reviews, UGC customer testimonial videos on the site, and in-depth influencer reviews online.
Eventually, you decide to buy product number two because there is so much "social proof" that makes you feel confident about your purchase. Instead of feeling like you're the first person to try this product, you're confident that it's been tried, tested, and proven by hundreds of other customers.
Example: Airbnb uses social proof masterfully by showcasing user reviews prominently. This not only builds trust but also provides a sense of security to potential guests about what to expect for each listing.
Establishing authority involves demonstrating expertise and knowledge, making customers more likely to trust and follow your recommendations. This can be achieved through expert content, endorsements, and showcasing achievements.
Let's say you own a duck hunting brand, as an example.
You can position your brand as an authority in the space by shooting amazing duck hunting content and sharing it with your audience.
Each new video shows your customers that you are an expert in the space and an authority on duck hunting which makes your brand more desirable.
Case Study: HubSpot has established itself as an authority in inbound marketing through its comprehensive library of free resources, including blogs, eBooks, and courses, making it the go-to source for marketers worldwide.
Customers are more likely to buy from brands they know, like, and trust.
You can foster this by showing your brand's human side, i.e. by sharing your brand story, behind-the-scenes content, and employee highlights. Relatable content, like how your team overcomes challenges or celebrates milestones, can turn a faceless corporation into a likable brand.
Real-World Example: Burlebo is a great example of using likeability to increase people's interest in their brand. They frequently share behind the scenes content such as videos from the warehouse or a video of the owner talking about a new product sample he's working on. Each piece of content makes the brand more likeable and relatable.
Scarcity is one of the most valuable levers any marketer can pull.
Scarcity creates a sense of urgency that can drive customers to act quickly.
You can create a sense of urgency by advertising limited stock, exclusive offers, or time-bound promotions that make products more desirable and create a sense of fomo in prospective customers.
Case Study: Supreme is notorious for its limited product drops, which sell out within minutes. This scarcity principle not only creates a frenzy around each release but also builds an aura of exclusivity around the brand.
The newest addition to Cialdini’s principles, community, refers to the shared identity between a brand and its customers. Creating a sense of belonging can lead to deeper loyalty and advocacy.
The main point here is that everyone is looking for a tribe or community to be a part of. Everyone longs to be part of a "tribe" that they can identify with and relate to.
You can foster this sense of community with your brand through branded online forums, social media groups, or customer clubs, creating a space for customers to share experiences and connect with others fosters a deeper emotional bond with the brand.
Example: Peloton has built a fervent community around its brand. Members share a sense of unity through live classes, leaderboards, and an active online community, fostering a deep loyalty that transcends the product itself.
Implementing Cialdini’s Principles for eCommerce Growth
To harness these principles effectively, brands need to integrate them authentically into their marketing strategies and customer experience. This requires a deep understanding of their customer base and a commitment to adding genuine value at every touchpoint.
In the fast-paced world of eCommerce, applying Cialdini’s principles can provide brands with a robust framework for influencing customer behavior and building long-lasting relationships. By understanding and ethically applying these principles, eCommerce brands can not only drive sales but also cultivate a loyal community of brand advocates. The key lies in authenticity, strategic implementation, and a steadfast focus on adding value to the customer experience.
This blog post endeavors to provide eCommerce brands with an in-depth understanding of how to apply Cialdini's principles of influence, enriched with examples and case studies, to achieve unparalleled success in today’s competitive digital landscape.
Joe Putnam is the founder and owner of Conversion Engine. His team recently helped an eCommerce grow from $650k to $9m in sales in only one year. Get in touch here if you're interested in learning how Conversion Engine can help you scale your eCommerce brand.
