How can you influence potential customers with marketing psychology?

We help you increase conversion by influencing your customers' decision-making behaviour. Marketing and psychological influence are closely linked. In the world of marketing, we constantly respond to the needs, expectations and behaviour of consumers, both online and offline. Influencing potential customers becomes far more effective when you understand how they think and act. That's why we use psychological principles and persuasion techniques to optimise this process. 

What is behavioural influence and how does it work?

To understand behavioural influence, it's important to know how the brain works. The brain consists of two systems: the first system, which works intuitively, and the second system, which makes us think consciously about choices. Decisions made by the second system take more time and energy, because we think rationally. But most choices, around 95%, we don't make consciously; we follow our intuition. Behavioural influence focuses mainly on that first, intuitive system of our brain, because it has the greatest influence on our decision-making process. 

Different styles of influence

Behavioural influence covers techniques and styles from various behavioural sciences, designed to steer or even change human behaviour. These methods help to encourage or, on the contrary, discourage customer behaviour and choices. For example, by using peripheral cues, such as attractive content, to influence intuitive choices. Brands worldwide use behavioural influence techniques to reach their audience effectively. 

Want to know more about Cialdini's seven principles of influence? Take a look at our page on behavioural psychology. 

How do we apply behavioural influence?

Strategy

Behavioural influence starts with a thorough understanding of your audience's behaviour. We analyse your customers' pain points, habits and needs in order to offer them a solution that fits their situation. By responding to the benefits and fears surrounding your product or service, we determine what we should emphasise or take away to exert the right influence. 

Online marketing

We use psychological persuasion techniques to increase conversion from your online marketing channels. Whether it's data enrichment through email campaigns, maximising online donations through banners, or encouraging newsletter opt-ins – we deliver measurable results. We build on previous success stories, which significantly increases the chance of success. 

Digital design

The design looks beautiful and navigating the website is intuitive. Now it's time for the final step: design that actually contributes to conversion. With small graphic tweaks, we make the most important conversion points even more appealing, such as adding a subtle nuance of colour or an arrow that draws attention to crucial content. 

Data analysis

We believe in the power of experimentation. Small projects, fast testing and targeted roll-outs. That way we steer on insights, data and return on investment. During a data analysis project, we shift budget to achieve the best possible return. This keeps a test programme with different variables manageable, and the results are reported clearly. Everything we learn, we take into the next projects. 

Working with psychologists

Every day we apply psychological persuasion techniques, for example when optimising the perfect call to action for a landing page. For more complex online marketing challenges, we work closely with psychologists who specialise in marketing psychology. Their insights help us make strategic choices about influence, which shows directly in the online results! 

Getting started with behavioural influence

More growth, more revenue, more leads. Whatever your goals, we help you set up your marketing communications as effectively as possible using behavioural influence techniques. By thinking carefully about what your audience wants, how best to shape that, and what resistance your audience may have, we deploy the best resources to achieve the maximum result. 

Do you also want to increase the conversion of your website, webshop or mailings by applying psychological influence effectively? Partout's conversion optimisation specialists are happy to help you think it through!