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The Science of Online Persuasion:
Understanding What Makes
People Click ?
1. Social proof:
Social proof is the principle that people are more likely to trust and take action based on the opinions and experiences of others. Using customer reviews, testimonials, and social media engagement can be effective ways to establish social proof. Highlighting the number of customers, likes, or followers can also help demonstrate your credibility and popularity.
2. Scarcity:
The principle of scarcity suggests that people perceive things as more valuable when they are scarce or limited. Highlighting limited availability, scarcity of time or resources can increase the perceived value of your offering. Creating a sense of urgency can encourage users to take action, as they don't want to miss out on the opportunity.
3. Authority:
People are more likely to follow and trust those who are perceived as authorities in their field. By establishing your brand or product as an expert in your industry, you can increase credibility and trust with potential customers. This can be done through thought leadership, industry accolades, or endorsements from industry experts.
4. Consistency:
People generally like to be consistent with their past behavior and commitments. By encouraging users to make small commitments or take small actions, you can increase the likelihood that they will take larger actions in the future. For example, encouraging users to sign up for a free trial or newsletter can increase the likelihood that they will make a purchase later on.
5. Reciprocity:
People are more likely to give back when they receive something in return. Offering something of value, such as free content or samples, can encourage people to engage with your brand and build goodwill. This can create a positive association with your brand and increase the likelihood of future engagement and conversions.
6. Emotional appeal:
People are often influenced by emotions, so using emotional language, imagery, or storytelling can be an effective way to persuade.
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