Conversion optimization is really about influence. You are influencing people to convert. You are understanding how the mind works. In order to become better at CRO you need to learn from the master of influence and psychology, Robert Cialdini. How to Apply Cialdini’s Six Principles of Influence to Your Website (http://www.jeremysaid.com/how-to-apply-cialdinis-six-principles-of-influence-for-cro/)

1. WEB PSYCHOLOGY
Principles
of Influence 6Cialdini's

2. Principles of 1 Influence
Reciprocity
How does it work?

3. Reciprocity
If you do something nice for someone,
they’ll do something nice for you — return
the favor, tit for tat…you get the idea.
How do you apply it?

4. Reciprocity
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Regardless of your business,
there’s probably something
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5. Reciprocity

6. Principles of 2 Influence
Commitment & Consistency
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7. Commitment & Consistency
When people are presented with an idea or
appeal that fits their self-image, they are
very likely to convert.
People who make commitments tend to follow
through with those commitments.
How do you apply it?

8. Commitment & Consistency
Understand who's your customer
Target their desires and self image
Ask for some action

9. Commitment & Consistency

10. Principles of 3 Influence
Social Proof
How does it work?

11. People will buy, see, do what
other people buy, see, and do.
How do you apply it?
Social Proof

12. Social Proof
Create content that gets commented on.
Use Testimonials.
Show Facebook likes and Twitter followers.

13. Social Proof

14. Principles of 4 Influence
Authority
How does it work?

15. Authority figures wield enormous influence:
People will respect and listen to authority figures
who have an important message, an effective style,
and a platform from which to speak.
*INFLUENCE BY AUTHORITY IS AN
INCREDIBLE SOURCE OF POWER.
How do you apply it?
Authority

16. Authority
ONLIN
E
It's Possible to Gain
Authority
THROUGH
CONTENT MARKETING
WIth more content you will begin to grow your platform,
assert your expertise, and gain the respect
of others within that niche.

17. Authority

18. Principles of 5 Influence
Liking
How does it work?

19. The people most likely to buy from you are people
that like you.
How do you apply it?
Liking
Why? Because you have established
relationships with them.

20. Liking
Use people pictures.
Use a normal human voice in your writing.
Create a positive and active social presence.

21. Liking

22. Principles of 6 Influence
Scarcity
How does it work?

23. If people think that something is going to run out,
they will rush to buy it.
(SCARCITY DOESN’T NEED TO BE A REALITY. PEOPLE
SIMPLY NEED TO THINK THAT SOMETHING IS SCARCE
IN ORDER TO BE COMPELLED INTO ACTION.)
How do you apply it?
Scarcity

24. Scarcity
Put a timeline on
it.
Tell users that signup is closing on Friday
If it’s a sale, put an expiration date on it.
Put a number on
it
Declare that your webinar will be capped
at 500 attendees.
Your sale is limited to the first 200
purchasers

25. Scarcity

26. NOW
YOU CAN CAN TURN
what Cialdini said
INTO CONVERSIONS
Cialdini’s principles can and should affect
every area of our digital marketing experience–
From landing page design, to branding, to social interaction.

27. Cialdini's
6 Principles of Influence
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CRO