It’s tough to search for fresh marketing ideas without being bombarded with the latest trick, tip, and “growth hack” appearing in the results. These hacks are reminiscent of fad diets: They work for a bit but in destructive ways — ways that end up doing more damage to your business than good.

It can be incredibly frustrating to continue implementing new strategies only to see marginal results. It’s also disheartening to expend so much hard work getting your customers to your checkout pages, only to see them flee before finalizing the purchase. Likewise, you could be struggling to get repeat customers — which is where the true potential for profit kicks in. Missing out on those potential sales can have a big impact on your business and leave you guessing where you went wrong.

The fact is, many online businesses experience this discouragement. There’s no perfect formula that works for every ecommerce site and, instead of tricks, what small businesses need to focus on is the underlying motivations that convince consumers to buy.

Shift Your Focus from Baseless Hacks to Proven Psychological Principles 

Instead of trying out every random ecommerce tip from around the internet, you should take a step back and use proven psychological principles to better market and sell to your customers — and hopefully turn your less-than-ideal sales numbers around. 

Science can be applied to everything — even selling online. Every person on our planet is psychologically hardwired in a semi-similar way. Neural impulses in our brains stir up emotions, stimulate thoughts, and inspire actions when triggered in particular ways. Millions of subconscious influences affect the decisions we make every day.

Your customers process and analyze information in very predictable and similar ways. By understanding the ways in which people process information and the psychological principles at play during the sales and marketing process, you can learn better how to persuade website visitors to buy from you. You can tap into these inherent human principles and use them to your advantage.

How Can These Psychological Principles Be Applied

There are many underlying, timeless psychological principles that have been studied and proven for hundreds of years. 

It’s all about how these psychological principles are applied. For example, according to Unbounce, Blue Fountain Media cited a 42% increase in conversions by adding a security seal to their page that taps into the psychological principle of trust. To combat the psychological phenomenon of analysis paralysis, where too many available options overwhelm the subject and make it hard to arrive at a decision, BaseKit simplified its landing page design and saw a 25% improvement in sales, according to Quicksprout.

You too can apply these principles to get similar results, no matter which business model you employ. Armed with the most essential psychological strategies, you’ll be able to build a strong marketing foundation, attract more visitors, and make more sales online.

When you start using psychological principles to understand the underlying motivations of online customers, you:

  • Discover the factors that can make consumers trust some businesses and abandon others
  • Are able to strategically price your product to match its perceived value
  • Get a better understanding of how to design your ecommerce page to make as easy as possible for your customers to find what they’re looking for and make a purchase
  • Discover how to stay at the forefront of your customers’ minds so they become return, lifelong customers

When you’re ready to take control of your online sales and connect with your prospects and customers on a deeper level, check out The Science of Selling Online.



About Camille Smith
Originally from the Blue Ridge Mountains in Virginia, Content Marketing Strategist, Camille Smith came out to California to attend UCSB and fell in love with Santa Barbara’s perfect mountain to ocean ratio. During her time in college, Camille also worked on the growth marketing teams for several technology companies. When she’s not putting her Communication degree to use at work, she’s using her minor in French to remind everyone the correct pronunciation of her name à la française (pronounced cah-mee, not kah-meal).