The 7 Key Elements of Influence to Use on Your Website

Website influence factors
This blog post has been contributed by Matt Eldridge, an ActiveCampaign Certified Consultant
There are seven principles of influence, human psychology, and the subconscious that can have a positive impact on the results you get with your website. If you master each principle, you can make people more likely to convert into prospects and customers.
Here are the seven ways to use influence to make friends and influence people through your website.

1. Give give give give ask

It’s built into our DNA to want to give back to someone who has given to us.
Give away as much FREE quality content as possible, and it will subconsciously influence people to give back to you in the form of sign ups, sales, or recommendations.
Here are some ways you can use this technique

  • Blog post, whitepapers, video training or podcast content
  • Landing pages—try to give as much value as possible in exchange for their contact information
  • Free tutorials on your product or service

Think about what value you can add to your prospects. Every business can give away valuable information or value at every stage—before someone becomes a client and after becoming a client.
Don’t forget about your existing customers. Give them something extra occasionally to reward them for their loyalty.

2. Authority

People trust credible, knowledgeable experts. Displaying that you are an authority in your market through content and other credibility elements.
People are a lot more likely to choose you over your competition when they believe that you are a credible authority..
You can use the following elements on your website to show your authority.

  • Display your accreditations, qualifications, industry association logos, etc.
  • Have your best content upfront to help position you as the expert
  • Tell people in your copy. For instance, you could say: ‘Best Selling Author,’ or ‘As featured in (magazine, TV show or radio show).’
  • You can use images and videos of you presenting from a stage or working with groups of clients.
  • Images of you dressed in a suit, or uniform relevant to your sector. People trust people in uniform.
  • Professional design will affect how your prospects perceive your business

3. Likeability

People buy from people that they know, like, and trust. They buy from people that are similar to them and people that pay them compliments. That’s one of the key reasons personality is important!
Here are some design elements you can use to help with having people like you more…

  • Have ‘face-to-camera’ videos on your website, so people can get to know you, your facial expressions and body language, etc.
  • Use images of you or your team around the website
  • Be as helpful as you can
  • Email support and how you interact on social media

4. Consistency

As humans, we are wired to recognize patterns, and we are far more likely to remember a pattern that stays consistent. Here are some things to consider to improve consistency…

  • Release content consistently or send emails consistently. Same day and time weekly.
  • Same look and feel with the visual branding and identity across all of your multiple touch points— from your website and emails to your social media and printed materials.
  • Be consistent with your messages and values

5. Scarcity

It’s human nature to desire what there is less of. When demand is high and the quantity supplied is decreasing, suppliers can increase the price to compensate for scarcity.
So when posting offers on your website, it can help influence people to take action if you let them know how many products are available or if an offer is time-limited.
Often, people put off buying products because “they can always buy it tomorrow.” If there’s a ton of stock left or a lot of time remaining before an offer ends, why buy now?
Adding scarcity elements can help nudge people to buy. Here are a few you can try:

  • Add a countdown timer if there’s an end date. It’s a far more effective and engaging way to show the user there is an end date than just displaying just an end date.
  • Display a number of products in stock
  • Add the number of slots available for your service or event
  • Use seasonal offers or free shipping for a limited time only

6. Social Proof

People love reviews; it’s one of the key factors we use when deciding to buy.
Think about how you choose a product on Amazon or a program to watch on Netflix. The rating score plays a massive role in what you choose to watch.
People usually turn to others to see if your stuff works, so having testimonials or case studies from existing clients will help prove that your products or services actually do work.
How to use social proof:

  • Have logos of the businesses you have helped.
  • Display before and after images
  • Have written or video testimonials
  • Show case studies from existing clients and really emphasise the results
  • Use numbers: Show how many customers have purchased from you already, how many downloads, how many people you have helped, etc.

7. Calls to action

People respond well to direction—without being told what to do, most people will do nothing.
It’s crucial to get clear and obvious calls to action around your website and marketing materials.

  • Make the next step clear—if you want people to download your app or take a demo, put that on the button
  • Make your key calls to action the same color so readers recognise that this is an action point around your website
  • Use a copywriter to help you to make this compelling and action focused

Note from Matt: I hope you found these seven insights helpful. If you would like any help applying these principles to your website or marketing materials please feel free to get in touch.

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