Using Behavioral Science in Marketing
Stop guessing what makes customers click. In this post, you’ll dive into real-world behavioral science applied in marketing, from headline hooks and social-proof nudges to decision-making shortcuts and conversion strategies. Science meets strategy, ready to plug into your campaigns.
What is Behavioral Science in Marketing?
Behavioral science in marketing focuses on how people think, feel, and make decisions, then applies those insights to influence engagement and conversions. By using cognitive biases, social proof cues, and decision-making shortcuts, marketers can create more persuasive messages and higher-performing campaigns.
Using Behavioral Science in Marketing
If you ask a hundred people what makes a good article headline or email subject line, you may get a hundred different answers. After all, it’s subjective, isn’t it?
Not entirely, as many marketers know. There’s a science behind what makes a consumer open an email, click on a call to action (CTA), and make a purchase. Whether it’s writing an attention-grabbing headline or getting someone to “click and convert,” understanding that people rely on certain decision-making defaults helps marketers nudge them to take a desired action.
In this article, I discuss how to use behavioral science to improve marketing campaigns. Topics include:
Strategies to write effective headlines and subject lines
Using social proof
Content and landing pages
Choosing compelling images
Use of charts and graphs
Principle of authority
The science behind pricing
CTA colors
The science behind “possession” and how it can reduce returns
Tactile experience
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How to Use Social Proof in Email and on Your E-commerce Site
Using social proof, a type of conformity where one person copies the action of another, as a part of the on-site e-commerce experience can be an effective strategy for increasing sales. A social proof strategy is essentially influencer marketing, except the focus is on real customers.
Luckily for companies — especially online retailers — they already possess a lot of content that can be used for social proof. Here are a few ways retailers can utilize this content in their email marketing programs and on their e-commerce site to influence purchases.
Using social proof, a type of conformity where one person copies the action of another, as a part of the on-site e-commerce experience can be an effective strategy for increasing sales. A social proof strategy is essentially influencer marketing, except the focus is on real customers.
Luckily for companies — especially online retailers — they already possess a lot of content that can be used for social proof. Here are a few ways retailers can utilize this content in their email marketing programs and on their e-commerce site to influence purchases.
In these two articles, I write about ways to use social proof in both email marketing and on your website, and cover topics such as:
How to Use Product Reviews in Email Marketing
How to Use Social Media in Email Marketing
How to Use Your Employees in Email Marketing
Using product reviews, website Q&A sections, and employee picks on your e-commerce site
Using social proof in other channels