![]() ![]() The more a brand can demonstrate the time/effort/love that a customer has put into their relationship, the more loyal the customer is likely to become. ĭigital psychology tactics used: Effort heuristic, reciprocity and commitment The example below, taken from Ryan Air, demonstrates how by prominently positioning expensive flights adjacent to the better value ones, airlines are able to anchor customer’s price expectations and make mid/low-priced products look even better value.Īirlines are also big fans of using scarcity to drive sales – with subtle “one flight remaining at this price” messages compelling customers to spur of the moment purchases. It can be used far more subtly, such as in the case of airlines, which show the same product across a range of dates and prices. The anchoring heuristic isn’t always as blatantly obvious as a crossed our RRP (see #2 in our top ten). (and pretty much any airline you care to think of)ĭigital psychology tactics used: Scarcity and anchoring. So don’t just think of review writing as a means of acquiring new customers, think of it as a means of retaining your current customers, and persuading them to spend more! 7. ![]() Have you considered how the act of writing a review may actually influence your future buying behaviour? The acts of writing and sharing a positive review cements your customer’s positive views on the product they’ve experienced, and means they’re more likely to buy again in the future. Go to a regional homepage, such as .uk, and the star rating of each takeaway restaurant leaps out at you as the most prominent items on the page (it’s also no coincidence that the stars are the same colour as the “Find a takeaway” call to action).īut there’s another string to this bow. I can pretty much guarantee that anyone who has ordered a meal with has been influenced by their prominent customer feedback system. ![]() ĭigital psychology tactics used: Social proof and consistency. We estimate the likelihood of an event (such as having a great holiday) by comparing it to mental models that already exist in our mind (this bias is known as representativeness).Īirbnb uses video incredibly effectively to temporarily override these models (or enforce them, if your models are already positive), and show customers what could be, rather than what might have occurred in the past. It sounds obvious, but when booking an experience such as a holiday, it’s essential that brands overwrite any previous negative experiences that the customer might have had (such as that time I was attacked by a cow on a camping holiday in the Cotswolds) and replace them with positive mental models, such as relaxing on a beach, or cuddling up to a loved one on a plush bed. ![]() Holidays – what a stress, eh? But you’d never tell from looking at the Airbnb site (or any holiday site, for that matter). ĭigital psychology tactics used: Representativeness. The more effort a person puts in, the more they value the output of that effort, so a customised shoe is considered more valuable than an off the shelf alternative. It introduces familiarity into the equation (even more so when the personalisation encompasses photos taken from your own phone) and it provides clear evidence of the effort the customer has put into the product. Personalisation triggers two heuristic forces. Although still in its early days (and some might say, beta mode), the tool is already proving popular amongst those that can use it. Check out my previous Econsultancy article on heuristic theory here.ĭigital psychology tactics used: Effort heuristic and familiarity.Īdidas’s new app allows customers to upload their own images and have them printed onto their new trainers before being delivered. *Don’t know what a heuristic is? Don’t worry, you’re not alone. I’ll be looking to update this list in 2015 and I’d love it to feature a completely different set of websites based on your feedback. I’m aware that there are other theories/heuristics/biases out there that I haven’t included, and an awful lot of websites that I haven’t seen, so if anyone has examples/suggestions, please do feel free to mention them in the comments section. Please note, I’ve used theory and heuristics* taken from The GUkU’s digital psychology toolkit as judging criteria. ![]()
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