Leveraging Psychology in Digital Marketing

Applying the Psychology of Persuasion to optimize your digital marketing [Infographic] A summary of 7 principles of persuasion There is increasing interest in applying the principles of Psychology to Digital Marketing. According to Kath Pay.


Persuasion Architecture is the use of basic human traits and psychological cues to prompt action. In digital marketing, there are many psychological and directional cues that can be applied to your website and emails to encourage the customer journey to purchase or download.


An important element of marketing is engaging with consumer’s emotions. This can be done through the use of images, storytelling, persuasive subject lines, and compelling copy. If you can engage a potential buyer emotionally, they then unconsciously rationalize their decisions.


The wisdom of the crowd is powerful. We are more likely to do something if someone else has done it, even more so if many people

have done the same. A website that displays a growing number of social ‘likes’ or ‘follows’ is more likely to encourage action as customers look for validation as part of their decision-making.


When people are faced with either limited availability, or a limited opportunity to get the best deal, they are more likely to buy. This is why buyers tend to act quickly when they are told that a product or special offer won’t last long.


Savvy consumers know how much their data is worth. However, they are often willing to exchange this data for something they feel is equally valuable. An example is from Gap, where they offer a 15% discount on signing up to their newsletter.


The principle of commitment and consistency declares that as human beings, we have a deep need to be seen as reliable and true to our word. If you can get buyers to make a small commitment to your brand, such as subscribing to your communications or participating in a reward program, they are more likely to eventually purchase from you.


Anchoring is a cognitive bias otherwise known as a heuristic, that describes the common human tendency to rely too heavily on the first piece of information you receive (the “anchor”) when making decisions.