How to Use Customer Psychology to Improve User Engagement on your Website

How to Use Customer Psychology to Improve User Engagement on your Website

Customer psychology plays a very important role in any business.

Customer psychology means human behavior with regards to buying habits, traditions, values, and preferences. Business owners and companies are diving into using customer psychology to improve user engagement. However, most of the time they miss out on essential customer psychology which costs them to lose potential business opportunities.

Are companies losing customers over something as minor as the color of a button on the website or the layout of website text? Here are a few customer psychology principles that will help you improve your website's usability, improve customer experience and, as a result, increase user engagement. Moreover, It is always advisable to get help from a professional and experienced web development company to get your branding and marketing right in one place.

• Use Colors to Attract: Colors evoke distinct emotions, so use them to set the standard environment for your website. The colors have an impact on how your customers perceive your company. So, when creating a business logo for your brand, think about the use of color, and you'll be able to appeal to your users' emotions in a completely new way.

According to Joe Hallock’s work on a color assignment, On a subconscious level, each color carries a particular meaning. It implies that you should research your color palette and pick tones that reflect your values and the emotions you want to evoke.

Take an example of Starbucks, the famous white and green coffee cups in a circular shape. Here, the green color signifies that the brand positively treats its customers and partners. Also, with the color green, they have assured that the farmers they work with are treated with care.

• Create a Feeling of FOMO: the fear of missing out (FOMO) is creating an eagerness to buy into the customer’s mind. People always tend to buy quicker when they see messages like only 2 left in stock or a limited offer.

Such urgent messages have the ability to increase business and engagement, by making people feel as if they would miss out if they do not act. However, here you should genuinely offer something that makes your customers feel as if they are missing out. Never showcase false messages of urgency that will create an adverse impact on the reputation of your business.

For example, Huawei advertised a free gift for the first 100 customers who purchased the product. Such an offer may cause FOMO in your potential customers, prompting them to buy your products as soon as possible, in order to be qualified for the free gifts.

• The Halo Effect: The Halo Effect is a cognitive bias that impacts how we feel and think about something or someone. Based on our first impressions or judgments, it generates a positive or negative "halo." There's a reason why it's said that first impressions matter.

It's vital to make a good first impression during the first interaction with customers. It's because negative impressions, unfortunately, leave a longer-lasting imprint in customers' minds.

Customers' positive first experience with a particular brand helps to create a heavenly halo around other products and services in their minds. This halo creates brand loyalty and inspires customers to feel like if you're good at one area of business, you'll be good at other areas too.

The best example of this is Apple. There's no doubt that whatever product they launch next, will have people waiting to buy it.

• Social Proof: Robert Cialdini, a psychologist, invented the term "social proof" to describe how people react when they are not confident about how to act in a given situation. Despite relying on their own experience or intuition, they seek advice from others on what they should do.

Put down social proofs on your websites like customer reviews, customers sharing positive feedback about your product or service and real images of the product they purchased, and so forth. All this will inspire customers to buy and trust your brand.

• Friends and family referrals account for 40% of customers finding new brands to follow online.

• Before making a purchase, 91% of shoppers examine online reviews.

• More than 80% of Americans seek referrals and recommendations from family and friends, Before making any kind of purchase.

In a nutshell, social proof increases your company's sales.

• Charitable Donations: if you support and initiate charitable donations into your business then consumers with the same values will be more likely to become your customers. This step is extremely beneficial to your website's conversions and user engagement.

The fact is that including a donation program in your business model can assist you to boost revenue, attracting new customers, and strengthening your community. Not to forget the added benefit of a tax deduction you will have if you start off such activities.

Toms Shoes is the ultimate example, where each pair of shoes you purchase from Tom's Shoes then in return the company donates a pair of shoes to someone in need.

Conclusion

To give a remarkable customer experience can sometimes need a complete transformation of a company's methods and values. Eventually, it's all about connecting customers emotionally. Start applying the psychology principles mentioned above and you will be on your way to earning customers for life.

Knowing these psychology principles and using them wisely on your website can be difficult. Get in contact with our team of experts and design an amazing website.

Let’s improve user engagement and increase conversions on your website now with the best website development team.

Rajat Chauhan is a Manager of Digital Marketing at Ace Infoway Pvt.Ltd - a leading web and mobile development company with offices in LA and India. He is curious, creative, and content with a deadly focus on better writing and disciplined creativity.