When a startup builds its website, the sole motive is to attract more people, gather a healthy audience and then turn them into its customers. But you can’t achieve what you want to achieve if your website isn’t able to create the psychological impact. And you can’t create the desired impact until and unless you engage your audience appropriately.
A website must bring sparkles in the eyes of a visitor. It is important to form an instant connection with the users in order to go deep down to the depth of psychology and then maneuver the user opinion seamlessly. The thing which makes it even more difficult is the fact that impression must come naturally without being realized by the visitor. Really a hard nut to crack, isn’t it?
Psychology and Business go hand in hand
A boy went shopping with his mother. Although the mother bought a box of chocolate the previous day but still, the boy started to demand another box of chocolate. The mother felt angry and asked the child, “Why do you need another box of chocolate when I bought one the other day?” The boy pleaded in his innocent voice, “You bought one yesterday but it was not good, this one’s wrapper is better. Please get me this one.”
Did that feel childish? No, it is not and I just proved it to you. The question asked in the graphic clearly exploits the same psychology. So don’t tell me that you didn’t choose one cup of tea over the other. It was a choice which you made even though you knew that the tea and cup don’t determine each other’s nature. But, human mind sees it that way so don’t call it childish the next time…
It is all about how we view things psychologically. Just take a closer look and you will also find the depth of this psychology on the human being, either if it is about kids or grown ups. Children are more attracted towards a good looking wrapper, though a wrapper has nothing to do with the taste of a chocolate.
Similarly, we elders, choose a cup of tea to our individual taste, though the cup has nothing to do with the taste of the tea. People tend to purchase books with more exciting cover rather than one with plainly simplistic cover. So, is it childish too? No… Thats how the human mind thinks. You will rarely find a person in awe of a boring lackluster product. Good presentation actually influences the human mind though it has nothing to do with the quality of a product.
A business that neglects this psychology is prone to suffer the consequences. You need to respect the psychology of a visitor and adjust yourself in a way that convinces them for sales. If a Business is using website, it must take care of presenting itself in a manner that can actually enhance its credibility in front of the audience.
And to do all this is impossible without healthy engagement. User Engagement is essential for creating a long-lasting impression that naturally grows on your visitor’s psychology. That is the magic of healthy engagement. It is about invoking a ‘thought process’ through your website that brings customers to your business and seamlessly boost your conversion rates.
‘Magic of a Healthy User Engagement’
Psychology is much more than words you use or the way you express those words. It is something which stays in the mind of visitor long after he left a website. Engagement is compulsory to attain psychological leverage over your visitors. Any kind of engagement tool which compels your visitor to stay on your landing page even if he is not amused can be of real help. You have to make him amused and then only can you expect to get into the depth of psychology. This is an uphill task, to say the least.
You can’t match the website content, theme, graphics or UI to the choice of every visitor because every human being is different and so are his preferences. Therefore, it is wrong to say that a specific style of writing or a beautiful graphic alone can create the desired psychological influence.
Many user engagement tools gradually maneuver the psychology of visitor and let even an ordinary Website mark its impression on visitor’s mind. It actually works for better of your business. You have to sell your product without forcing yourself on the users to be successful in real terms. User engagement has the potential to do just that.
But how to use engagement tools in a certain way that could maneuver the psychology of your visitors without even being noticed? First of all, you need to accept that it is a process rather than one ‘unknown’ trick. So don’t be too optimistic to expect one trick alone to do it all.
There are many aspects to it which you have to take care of if you want to invoke a psychological affection. ‘Sudden Realizations’ look good in advertisements, but things don’t work that way in reality. So, don’t wait for sudden realizations. You can’t take a chance by risking your business waiting for ‘a magical turnaround’. Waiting for ‘sudden realization’ is one too much optimism, to begin with. It is better to build a process which carves out the success that is permanent and consistent.
Just try to create a healthy engagement channel with your visitors and see your visitors magically convert into loyal customers. There is no shortcut to succeed as long as you are actually passionate about what you offer. Shortcut’s can bring a customer or two once in a while, it can’t give you that name and fame which you expect it to bring.
- Please With Your Website; Showcase Your Best
Your primary aim should be to make website experience more pleasurable. There are many people who try to judge a business with their past experience, even if it’s on their website.
Always make sure that your user experience is a healthy one and one which he views positively. Engagement tools guide your visitor throughout his stay on your website. It makes sure that the user’s interest is retained and nurtured properly and it may unknowingly motivate him towards Sales. This helps your user understand the goodness of your products in a more convincing way.
If a visitor finds your website sluggish, uncomfortable or complicated, he will doubt the business credibility and presume it to be a disorganized and ill-behaved business. I told you about how human being correlates two distinguished aspect to form an opinion though both aspects don’t even influence each other’s nature. This is basic human psychology which you must target by pleasing your visitors with your website.
- Satisfy the Visitor Intent; Use Analytics Data for Help
When a visitor visits a website, there is an intent which he brings with him. This intention is not easy to assume but thanks to analytic tools, it has now become convenient to assess what a visitor is looking for. If you use the analytics data to customize the user experience to his interest, you will more easily find a way into the heart of your users.
This certainly places you ahead of the curve. The user is genuinely charmed and becomes more curious to explore the website. This helps in building a good and progressive business image. It is one of those features that is considered key to convert a visitor into a sale.
From the psychological point of view, if you satisfy the user intent, it makes you more reliable. Therefore, user willingly interacts with you as he feels comfortable with a trustworthy business which understand and respect its user’s views. It helps to build a loyal clientèle and prior visitors are more than happy to re-visit your website over and over again.
- Remove Frictions and Glitches; Avoid Disturbances
When a customer goes through the sales funnel of your website, he must not find it disappointing or face any hurdle during the process. Rather, you should try to ease him through the funnel so that he effortlessly converts into a sale.
Frictions on website are like hiccups. They irritate you, they feel irrelevant, they are uneasy and abrupt but still, they do occur to dislike of all human beings. Website glitches frustrate users. I agree that it is also important to have an inbuilt sales funnel (otherwise what’s the point of creating a website). But you can make your sales funnel more fluent and specific. Remove all such factors that could potentially play the role of hiccups and distract the user. Your sales funnel can be strengthened with the help of engagement tools. Try to eradicate all those parts which waste time of your user.
Always keep this in mind, the best thing is to not push your visitor into sales but to genuinely bring him towards sales, as any good and helpful friend does. Never forget, how a helpful friend actually helps you in finding a solution and try to be just that helpful friend.
Human mind dislikes glitches and as per one psychological study, ‘people judge a business by its website’. Therefore, they will generally perceive a business with a glitchy website in a negative light. This hampers your chance of converting the user considerably. Your visitor is harder to convince in case he finds issues with the fluency and consistency of your website. Just maintain yourself as a dependable friend and try to remove any diversions that disrupt the flow of engagement.
The best thing about engagement tools is that they are able to convey whatever you want to without being worried about user reaction. The reason is it being a short lived and ‘blink and miss’ tool, doesn’t gives you enough time to ‘think and react’. Its spontaneous call to action leaves you surprised(only in case of the first-time visitor).
- Build an User-friendly Brand Image
It is hard to brand yourself on your own website with a straightforward marketing gimmick. Why would you trust someone just because he praises himself? Self-praising if not done aesthetically, can certainly spoil your image to worst. Nobody loves a brand because the brand asked him to do so.
If you look at it from a psychological point of view, brand building is only influential if it is not viewed as ‘an act of marketing’. Engagement tools on a website have this strange psychological edge. They grab the spotlight and yet not considered ‘an act of marketing’. Branding done with the help of such tool feels natural, surreal and has a sharper impact dull to higher visibility.
At the end of the day, your ultimate goal being a business is to generate revenues and it is not possible unless you are a recognized and trusted by your visitors. And recognition and trust can only come through branding. So don’t tell your users that you are a great business, rather provoke them to believe that you are indeed a great brand.
- Convince for Sales But Discreetly
Your website should ultimately work for the development of user interest which in turn motivates him toward sales and increases your conversion rates seamlessly. But as I said before, the key here is to not get noticed while doing this. Engagement tools keep the mind of a visitor occupied. When you keep the mind of your visitor occupied, it becomes really easy to highlight the values of your product in between.
Such interaction makes sure that the person is not aware of the conscious efforts being adopted by you during the interaction. Thus, you can easily motivate him for sales and it would be seen that way.
From the psychological point of view, it is really important as praising oneself is never going to make an impression that could last long enough. More so because most businesses are already doing it. So, try to do it indirectly and never overdo any trick as it might dilute the impact.
- Highlight the Problem in a way that Makes Your Product the Perfect Solution
The most popular way of highlighting the product is to tell its uniqueness or glorify its attributes. But it is nonetheless ordinary and never helps to form the product value which can stay with your visitor.
To build the value of your product, it is important to highlight the problem it deals with. The important thing here is to not stress on the product but the ‘problem’.
If you are able to convince the user about the problem which your product is meant to resolve, then you can indirectly sell your product by making it more valuable. It should appear as a helpful gesture rather than promotion.
I have seen few content marketers who do a decent job till the first half, but then astonishingly start pleading the users to purchase their product. What a turn off! They successfully highlight the problem and thereafter start requesting to buy the solution from them. If you are ultimately going to request him for the purchase, then what’s was the point of highlighting the problem? Start requesting from the beginning itself, at least it will save some time…
Highlighting the problem is not only about raising your product value, but it has psychological implications too. When you share an information and highlight an issue, you present yourself as an expert of the issue. But if you start pleading the users to buy your product, it ruins the entire credibility you created by raising those issues.
Therefore it is better to wait for the user to ask for the solution. Instead use rhetorical tactics which trigger the user to ask for the Solution. Invoke curiosity in the mind of users to know the solution. Don’t hurry, just keep highlighting relevant issues in rhetorical manner and trust me, the user will ask the solution himself from nobody else but you. Wait for the time being and strike when the iron is hot…
If you have done your homework right and raised the problem with a cleverly planned manner, the user will ask for help. Always remember to highlight the issue in a way that suits your product as the perfect solution. And shhh, do it discreetly…
“Assistance or advice is more valued if it is asked by the user himself.”
Try to expose the various facets of a problem to the user and then pursue him to offer your assistance(product) to resolve those issues. It will inevitably provoke sales. Approaching your visitor for assistance will make them think twice about how your product deals with the problems and work as a perfect solution. The visitors will easily co-relate with your product and thus, sales conversion inevitably becomes easier.
Thus you grow your startup, build more audience and get inclining sales. Isn’t it the process by the way…