This presentation by Gabriella Sannino is part of Duda Webinar

1. How Do You Use
Psychology with
ECommerce

2. Psychology in
buying isn't a new
concept
used in magazines and print media
noticeable in broadcasting ads
evident in grocery store layouts
Psychology to encourage buying is:

3. How do people
buy?
Brand recognition
Scarcity
Social proof
Triggers & Emotional Behaviors:
Like Pavlov's dog, we're conditioned to respond to
certain stimuli:

4. How do we address
these triggers online?
People bought online before the big
shopping sites were around, but trust
signals were - and still are - huge.
Security badges
TRUSTe, McAfee SECURE, VeriSign
Social proof
Friends, peers, family members, business
associates, testimonials
Guarantee badges
Money back, free shipping, happy customer
https://www.yieldify.com/blog/trust-badges-boost-conversion-rates/
Membership badges
BBB, Google Ads Partner, Google Trusted Store

5. Reciprocity
Commitment/consistency
Social Proofing
Authority
Liking
Scarcity
Using Cialdini's 6
Principles of
Influence
"Influence: The Psychology of Persuasion"

6. Using Cialdini's 6
Principles of Influence
1 Reciprocity
Give a little something to
get a little something

7. Using Cialdini's 6
Principles of Influence
2 Commitment
Being consistent with our self-
image and commitments
we've made

8. Using Cialdini's 6
Principles of Influence
3 Social Proof
Feelings of validation and
belonging based on others'
actions

9. Using Cialdini's 6
Principles of Influence
4 Authority
Titles, special clothing, colors -
all trigger authoritative
responses

10. Using Cialdini's 6
Principles of Influence
5 Liking
The more you like someone,
the more they can persuade
you to act

11. Using Cialdini's 6
Principles of Influence
6 Scarcity
If you think it's in short
supply, you want it more

12. Attract
Convert
Close
Retain