This morning, I went to get my favorite bakery for good bread with my little girl. She loves her bread for breakfast. In the bakery, there was this delicious smell in the air of bread coming out of the oven … Now quickly fill in the missing letters: BE_ _ _E. Chances are you are thinking of the word “butter” and not becque, cradled, or beugle … Isn’t it?
Daniel Kahnemann, Nobel Prize winner in economics, but also John Bargh of Yale University, were the first to really examine this effect of “Priming” and also the Availability Heuristic on our behavior. The two are closely linked.
What is Priming?
Priming is an implicit memory effect where exposure to one stimulus has an impact on the response to another stimulus. In other words, Priming takes implicit memories (often from the unconscious) or associations and uses them to influence the response to something else (possibly even unrelated to the memory).
And the availability heuristic?
She judges the likelihood of an event by the speed and ease with which examples come to mind. We make decisions based on the knowledge that is readily available in our brains rather than examining all the alternatives.
In the video below, I’m revealing 3 new Priming methods to influence (ethically!) The behavior of your site visitor to increase the likelihood that they will do what you want them to do. You will also discover a dozen concrete applications of these 3 methods for better online marketing. Almost all of them take just a few minutes to set up… Yet their results are impressive.
In a concrete case that I will share with you in the video, we were able to increase the number of leads from an ad by 2.55 !
And there is even a bonus, revealed in the video.
Video: Consumer behavior – How to influence it with these new Priming methods?
Be careful, I could see improper use of Priming which will most likely reduce your conversion rates!
In particular, avoid accidentally priming negative associations like these: there are, for example, words that create negative clicks, a kind of visceral reaction, for example the word “Spam”. Michael Aagaard presented the results of his test at the last Digital Elite Camp. Result: 18.7% fewer registrations after adding to the registration form “We’re not going to spam you”!
It’s understandable. Imagine hiring a new housekeeper, come in the morning when you go to work, and say, “Don’t worry. I will not sting anything in the house ”. What are you going to immediately think? Just the opposite …
Or for example this story reported by Nielsen Norman Group with the reduction coupons that are often found on e-commerce sites.
Do you see the problem? They do Priming to look for a promotional code…
Me, if I come across a payment page like this, I think: “Aah, there must be coupons available on the web to reduce the bill. And there is this almost irresistible urge to want to go to Google and type in “discount code 〈website name〉”. And if I don’t find one, I get the “Fear of Missing” syndrome and then become one of those 70% of visitors who abandon their cart.
If I were the owner of the site, I would just have to bite my fingers …
So, if you can, don’t put a field for a discount code on your payment page. But if you have to do it (because once a year your CEO celebrates his birthday and wants all customers to take advantage with a 3% discount code), thees 2 good practices are :
- Use a call to action (CTA) much smaller than the main CTA (“I order”) and with a different color from the main CTA, ideally a color similar to the rest of the page (to avoid the von Restorff effect;
- Add an explanation of this type: “You do not find any reduction code on the net, they are exclusively sent to our customers (or subscribers) and valid only for exceptional promotional actions and short durations. “
There are 2 other articles in this perspective that may interest you:
Now, if I could shed some light on how to use Priming and availability heuristics for your site, be generous and share this article with your friends and colleagues. And if you know someone who has a site with little traffic, help them and don’t hesitate to send them the link for this article. Thanks 🙂
To go deeper :
Image source : Shutterstock