Conversition Optimization Courses-Week-3-Review-Copywriting-Scholarship
After learning and working in digital marketing, I was looking for a way to improve my conversation optimization skill, so I applied for the CXL conversation optimization Mini Degree scholarship. Fortunately, they accepted my application. It is 12 weeks long, this week is my 3rd week. I am going to share with you my 3rd-week learning key insights and my thoughts. In the 3rd week, I started the first part, which is entitled Foundation. This part comprises 11 courses. But this post, I am going to only share the People and Psychology course’s key insights and thoughts.
The first course, People and Psychology by Peep Laja, this course helped me to gain a great grasp of knowledge about fundamental psychology principles, behavior models, neuromarketing, persuasion techniques, cognitive biases, and cognitive fluency. I listed below key insights I learned throughout this course. Enjoy it.
Cialdini’s 7 Principles of Persuasion
In persuasion in marketing, we can not overlook Cialdini’s Principles. There are 7 principles available to use when persuasion.
Reciprocity — we human beings are wired to basically want to return favors and pay back our debts. In short, give a little something to get a little something in return. In execution, give people free tools, free PDFs, free goodies,s and more.
Commitment — people want their beliefs to be consistent with their values from a psychological perspective because people have established that commitment as being in line with their self-image. in execution, large from split into multiple levels.
Social Proof — the feeling validated based on what others are doing. The vast majority of people prefer to simply belong to a group rather than think independently. In execution, tell what other people are doing, show off testimonials and social media followers.
Authority — people have a tendency to obey figures of authority, even if those figures of authority have questionable character and/or ask others to commit questionable acts? It is simply the essential nature of the human-animal. In execution, use doctors who have authority in your business niche.
Liking — The more you like someone, the more you will be persuaded by him. In execution, show people like your target customers.
Scarcity — when you believe something is in short supply, you want it more. Scarcity is defined as the perception of products seeming to become more attractive when their perceived availability is rather limited. In execution, showing limited time or limited quantity.
Unity — We are just like you. The unity principle is the shared identity that the influencer shares with the influence. According to Cialdini, the unity principle moves beyond surface-level similarities (which can still be influential, but under the liking principle)instead he says. “It’s about shared Identities.”
Fogg Behavior Model
Design affects behavior. If you know how to affect behavior, you can design for behavior. This lesson is all about the Fogg Behavior Model. There are 3 elements that come together at the same time for behavior to occur. They are Motivation, Ability, Trigger.
Behavior = motivation * ability * trigger
We want to aim for chief motivation, easy to do, a trigger at the right time. Let’s look at each of the elements individually.
Ideally, the user is already motivated to do the behavior (which is why he came to our site, to begin with). Our role is to help them to what they already want to do ( see Ability )
Motivation is a term that’s used widely across various fields. Bj Fogg created a framework for motivation that has three motivations, either with two sides.
Motivation 1: Pleasure or Pain
Motivation 2: Fear or Hope
Motivation 3: Social Acceptance or Rejection
Ability is all about whether the task at hand is easy to do. Ability is more important than motivation is super high, but the ability to do the task is difficult. We are going to fail.
Without an appropriate trigger, the behavior will not occur even if both motivation and ability are high. So we need to trigger our visitors at the right time through our marketing.
Lessons From NeuroMarketing
This course is all about neuromarketing lessons such as Brain Parts (Old, Middle, New) and emotions and old brand stimulus. I learned so much in this lesson but listed only auctions that hinder the decision-making process.
Focusing on yourself, company, or product to the exclusion of your target and his or her needs. The old brain is selfish, remember?
Not providing clearly contrasting reasons that support your selling proposition. Contrast is important.
Being too conceptual and requiring thought. Your messages need to be simple, tangible.
Communicating unnecessary content and not emphasizing selling points at the beginning and the end. Address the pain, differentiate your claims.
Relying too heavily on words, both spoken and written. Use visuals.
A Big List of persuasion techniques this lesson contained so many persuasion techniques to apply when selling or marketing.
Cognitive Biases — We are all affected by them
Cognitive biases are tendencies to think in certain ways. We need to be aware of the kinds that exist, and that we and our target users might be affected by.
You can check all lists of biases on Wikipedia.
Emotional And rational Decision Making
People decide to use both. The emotional side often wins, but people justify their decision rationally. (often without even being aware of it ).
Most neuroscientists agree that well over 90% of our behavior is generated outside of consciousness. We are more slaves to our biology than we realize. Our rational minds represent a tiny layer floating atop a vast well of unconscious drivers. This explains the political fights that go nowhere or discussions about creationism vs evolution–it’s extremely difficult to win these fights with rational arguments.
Businesses that understand biological programming and can leverage it possess an enormous advantage.
When we’re selling a product, we need to make an interesting emotional and rational case.
They should be able to fall in love with it emotionally and justify it rationally. Lead with emotional and inspirational content: large images, aspirational headlines. Emotional decision-making dominates, so it’s critical to lead with that.
Once they’ve made a decision that they want, people want to justify the purchase. Hence, back everything up with specifics so they can rationalize the decision.
Assess website and product copy presentation to see whether emotional and rational decision-making have been addressed.
How people view websites
The top left corner gets the most attention first.
The more “typical” your website layout, the easier it is for the brain to process it. Make everything as simple as possible.
There is more knowledge in this course, but I did not have time to share it with you. If you are a digital marketer or conversation optimizer, I highly recommend this course to upgrade your knowledge. Thanks to the CXL team for giving me such a great opportunity. So thank you for reading. I will meet you at my other post.