We are drowned with content, all the media platforms are fighting for attention. Customer attention is like the last slice of pizza, in such a competitive market understanding the psychology and leveraging it while developing a product becomes unavoidable.
Customer is the king has been a central idea since time imperial, but in today’s era you have to go a step ahead and understand what customer is not saying out loud- you have to read their mind and signs that even they can’t recognize or put in words.
This is where understanding psychology comes into the picture, a lot of successful brands are already using it in their favor, and they usually tap graphic design companies for help. So before jumping into the principles let’s get the logic clear on how and why this psychological principle work.
Daniel Kahneman in his book Thinking, Fast and Slow describes that human thinking is divided into system 1 and system 2. System 1 is responsible for all the reflexes and fast thinking, while system 2 takes care of all the complex and rational slow thinking.
By inserting psychological or emotional triggers in the application we try to make the user experience seamless, the end purpose is to make your application a user habit, so that whenever the user encounters a problem that your application solves then by default he should turn to your application for a solution.
Now once the user is habituated then your application will be registered in system 1(remember the part thinking which is responsible for biases). System 1 effortlessly originates impressions and feelings that are the main sources of the explicit beliefs and deliberate choices of system 2.
So now let’s dwell right into the psychological tricks that you can use for your application or user interface to gain customer trust and motivate engagement.
Give something before you ask anything from the customer
The logic behind why it works- Reciprocity is ingrained in the very nature of humans. Think about it as soon as you receive a gift/favor from someone you immediately feel compelled to return that favor. It is part of human culture- this indebted feeling compels you to give something in return.
Businesses utilize reciprocity in their marketing, advertising, and propaganda efforts. For instance, it has been demonstrated that giving away a free sample promotes individuals to purchase the product because they feel obligated to repay the favor.
Usage in website design- You can use the law of reciprocity in your product design – the implementation of this law will be unique based on your product but a general implementation guide is to give your customers something for free – like allow them to use your application for free before asking for any kind of signup or paid commitment from them, give some free giveaway, voucher or coupons, or anything that solves users problem. Once you have let the user experience your application then ask them to signup or purchase.
Once they use your service, they build trust and will return your good gesture to them by doing a small bit for you in return.
This way you will come out as more selfless and organic in the eyes of the customer.
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Informational Social Influence
Leverage the F.O.M.O feeling
Suppose you go out on a chilly night in search of hot chocolate. After a good long drive, you find two different shops in the same apartment selling hot chocolate. Shop 1 has 50 customers and shop 2 has 15 customers. Which one will you choose?
In the majority of the cases, your mind will draw you to go to shop 2 because a large number of people are proof that the taste of the hot chocolate is better. And this is exactly our psychological/emotional principle 2.
Why this works- The fundamental premise behind this phenomenon, which is also known as informational social influence or social proof, is that people replicate the behaviors of others in an effort to model their own conduct in particular circumstances.
For instance, when unsure about how to behave in a social setting that is new or may not have been experienced previously, people look to those around them for guidance. We try to fit in the new social environment.
Usage in website design- In website design, the concept of social proof refers to how consumers research products before buying them by reading reviews, recommendations, and accounts of how others have used them.
This is why online retailers make such an effort to persuade customers to leave product reviews; it’s a type of social proof that significantly boosts the number of sales.
While designing your website this concept of social proof can take the shape of testimonials, repeat business, media attention, and more. Let’s find out more about the significance of social proof and the different sorts of social evidence that your company should pursue.
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Create a feeling of scarcity
Nobody wants to miss out on good opportunities and if you keep a ticking time bomb on their head they will feel compelled to take immediate action.
Why this works – Due to the restricted supply of the goods, the scarcity principle forces buyers to perform their own cost-benefit analysis. The customer must feel that the utility he is receiving now outweighs the utility he will receive if he acquires the identical goods later before the actual exchange can take place.
Usage in website design- The scarcity principle in app development operates more like the concept of scarcity in social psychology than in economics. Humans value a rare object more highly than an abundant one, according to this principle. A lack of resources makes people feel compelled to act quickly and with urgency.
Developers frequently take advantage of this psychological effect of scarcity to boost demand for their goods. They employ phrases like “flash sale,” “sale for limited users,” “until stock lasts,” etc. to spur consumer demand.
A good application is a king but to make that good application known to the customers you have to inculcate the psychological principles.
Product managers may surely comprehend users’ attitudes toward their apps with the help of psychology.
To create engaging in-app experiences, it’s critical to customize your app journeys based on the appropriate user context and choices.
It’s also crucial to remember to treat your users with respect and responsibility no matter what trigger you use to interact with them. Do not abuse these tricks to obtain quick or temporary benefits. Concentrate on developing a long-lasting relationship with your users that results in a valuable app experience.