It may seem counterintuitive, but success in a Marketing strategy doesn’t start with the strategy. In fact, South Korea Email List it should start with the context, which means a deep understanding of your business goals and your audience.
There is no such thing as a tactic without a strategy. Likewise, there is no strategy without a clear understanding of your audience . This is where psychology or, rather, understanding some basic principles in that area of knowledge can help. If you want to know how to encourage your users’ behavior, read on!
So it encompasses everything we do.
Before we start, it’s still important to leave a little note about persuasion , whose principles we’ll cover in this post. Victor S. Yucca, author of “ Design for the Mind: Seven Psychological Principles of Persuasive Design, ” said it well:
This text is not about that kind of persuasion. What we’re going to present here is a set of principles, examples and best practices that will make your content and design more persuasive, in order to generate behaviors that were already being considered .
In other words, you’ll learn how to amplify conversions by understanding a little psychology and then creating CTAs at the right time to guide readers to make specific decisions.
Elaboration Probability Model Encourage Desired
Persuasion is part of every aspect of our lives. Businesses want us to buy their products, politicians seek our votes, and people in general want us to like them. And this idea is also valid for websites, apps, content platforms and other virtual environments.
Thus, a good design induces users to engage with your product or content the way you thought , building the desired results. Persuasion involves more than words. Aesthetics and user experience can make a website or app more persuasive, reinforcing the attitude trends of its audience.
On the other hand, a digital experience can also deter users. If someone encounters pop-ups, slow loading, or confusing layout before they get to the message they’re looking for, they’re likely to leave your site before they even understand what you’re trying to get across. Distractions, whether physical, visual or intangible, can temporarily suspend the persuasion process.
For decades, researchers have been trying to explain how persuasion works. The Elaboration Likelihood Model (Elaboration Likelihood Model or ELM), one of the most commonly mentioned when it comes to persuasion, explains how to shape attitudes helps shape behavior.
By incorporating ELM principles into your message and design, the influence you exert on user attitudes and, consequently, user behaviors will be maximized.
Central and peripheral routes
When someone comes in contact with any information, it does some level of elaboration — which means taking the time to really think about something. If you have to buy a car, for example, you will spend a lot of time thinking about which car is best for you. You’ll Google it, chat with friends, and visit dealerships.
This is what ELM is all about: what is the chance for us to elaborate, and to what extent . The level of elaboration determines which processing route the message follows: central or peripheral.
“Central processing route” (high attention) means your audience cares more about the message. So he’ll pay more attention, carefully evaluating the quality and strength of the argument.
Any posture constructed or reinforced along this path whether positive or negative tends to be more resistant to counterarguments and change .
The peripheral processing route (of low attention) is more superficial. Your audience, in this case, tends to care less about the message itself, being more influenced by secondary issues such as source credibility, visual appeal, presentation, and temptations such as food, sex, and humor.
Any posture constructed or intensified along this path tends to be less durable and more changeable through counterarguments , in addition to demanding continuous reinforcement.
An insight into the two routes
To illustrate the differences between the central and peripheral routes—and how discourse and design can work each of them—let’s look at an example. Imagine two potential customers who need a new compact car.
Vanessa is a car aficionado, who frequently reads car magazines. Antônio, on the other hand, knows almost nothing about the subject; he wants to find a quality car that has a nice design (he loves well-designed products) and a fair price.
So she researches about the car’s details, specs and comparisons. The tendency is for its processing to follow the central route.
Your route is peripheral.
Central route promotion
This example brings us to our next topic: List Provider What causes the consumer to take the central processing route, thinking intensely about the purchase? How to encourage the behavior of your consumers to go down this path. Researchers have found two main factors for moving to the core route: motivation and skill.
A user who feels directly impacted by a topic is more likely to process a message through the central route. Skill is a concept that cuts to the chase.
In other words: if you want people to pay attention to your content, make it relevant and easy to understand . Fogg’s Behavioral Model can help connect motivation and skill. Keep reading to understand!