Most businesses know their target audience. They probably know their customers’ pain points and they think they know how to influence their customers. Most businesses overlook the psychology of marketing that will help them convert those customers.
In today’s episode of The Sales Evangelist, Chris Dayley talks about the psychology of marketing and how it leads to more conversion.
Research suggests that users to new websites spend 2-3 seconds making decisions about the information they find there. Does it feel credible? Is it relevant? Much of the decision-making happens subconsciously.
As a result, it’s critical in those few seconds that you are clear and deliberate in your messaging and that you don’t distract. Don’t make the mistake many companies make of shoving too much information on your users.
The existence test, for example, involves systematically removing things from your page to determine if any of the components are distracting your users. Dayley shares that most pages he tests have at least one distraction that is hurting the conversion rate.
Psychology of marketing
Understanding your target audience’s needs is one thing; communicating with them on your website is totally different.
In both sales and marketing, you must sell people on value. If you can build value, you have a better chance of conversion.
Additionally, the value you offer must be worth the cost to the user. Is your value proposition worth an email address? A phone call?
Note, too, that if your site requires users to dig to find your value proposition, it likely won’t help the conversion process.
No salesperson does the same sales pitch for their entire lives; it constantly evolves as he determines what works well and what doesn’t. He adjusts his message based upon the pitch.
Don’t assume you know what is best for your audience. Be willing to be proven wrong and try different approaches, even when your content is performing well.
Be willing to challenge assumptions.
Chris Dayley helps businesses test their websites and their content. Using design principles, psychology, user information, and loads of other details, he helps businesses create websites that will convert.
Find Chris designed a free A/B Testing Starter Guide at to train the new people at Disruptive Advertising, and he offers it free to users who would like to try A/B testing.
If you feel stuck in your own silo and you’d like to learn more about marketing so you can better align with others in your company, check out The Sales Evangelist Hustler’s League, an online group coaching program for sellers of all levels.
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