Accelerate the user purchase decision-making method of shortage of principle or authoritative principle

Had done a data analysis, mainly to see the user on the page time and conversion rate of the relationship between. It was found that when the user stays on the page for more than one minute, the conversion rate shows a decreasing trend with the increase of the time, and the decline of the conversion rate exceeding two points is even more obvious. That is, the conversion rate is inversely proportional to how long a user stays on the page. When we analyze the user's shopping psychology, we can also know the reason (the longer the user stays on the page, the more factors that are considered and the more influenced by the external factors, the lower the conversion rate).

Therefore, from a marketing point of view, we should think of ways to let users reduce their thinking time and make decisions faster. And for that, some psychology stuff can be very effective. In psychology, there are many ways that people can make quick decisions, which can be arranged into marketing, for example:

Shortage principle

The principle of shortage shows that when people feel like losing something, they have a very big influence on his decision-making. The simplest example is that when we talk to someone, there are other calls coming in, and we are more likely to choose to answer the incoming call, even if we know that the incoming call is probably not now The important part of the call is probably not as exciting as it is now, but we will pick it up because we know we may lose something without answering the call, and the loss affects our decision-making.

And the fear of losing that psychology can be more exciting than getting you to tell someone that you will lose something less than what you are doing. Therefore, the application of the principle of shortage for the user to help faster decision-making is significant.

The principle of shortage in the use of marketing inside, the most important thing is to create a user if you do not buy what will lose the atmosphere, replaced with lost, the effect will be much better.

Withdrawal principle

The principle of regression has been used extensively in the negotiations. Before the negotiations, both sides will start outgoing their most outrageous stances. The two sides will then make concessions until they reach a level that everyone can agree on. Although the principle of regression in the negotiation of a bit rotten, but to get marketing, still very effective. Have seen an e-commerce business, their customer service staff was told to recommend some of the products to the user, the gradual reduction of the way, which makes their conversion rate is very high.

The impact of concession principle may be beyond our imagination in the marketing can be applied to a very wide range in the description of the goods inside, in the process of communication with customers, when the user selects the product, you can Applied to the principle of concession. To take advantage of this, you need to focus on the extent of the concession and the reasons for each step back to give the user a very reasonable reason, or may make the user that your previous behavior is to deceive him.

The principle of authority

Before saying this principle's impact on users' decision-making, let me give an example first: There is a research abroad organization in psychology. They did a test. They pretended that the professor of medicine issued a number of instructions to the nurses of a hospital. The contents of the directives Is to inject the patient an abnormal dose of drugs, for this order, nurses have a lot of reasons to have doubts, 1, the prescription is informed by the telephone, which is contrary to the provisions of the hospital; 2, the amount of drugs obviously abnormal, and even patients Hazard; 3, nurses have not seen the doctor on the phone. However, this test down, 95% of nurses went straight to the ward, ready to give the patient medication.

This example is a manifestation of the influence of authority. In this example, after listening to the "doctor" instruction, the nurse naturally took a submissive attitude. Although there are many wrong points, most people do not have any suspicion. The influence of authority is very large, so in the marketing process, to reflect the authority of the guide, will naturally reduce the user's decision-making time.

environmental impact

Speeding up users' decisions is to reduce their concerns, and if the user's concerns are quickly removed, he will naturally make the decision faster. The best way to reduce user concerns is through environmental factors. There are many environmental factors, such as the user most of the praise, the use of celebrity ads, the price system, etc. These are. They also allow users to make faster decisions.

The above several psychology can speed up people's decision-making methods, get the marketing will have a good response, if you can use some of them, complement each other, will be more effective before and after.