When it comes to converting consumers, the secret to more sales is as simple as understanding just what your buyer wants (and expects) from your business.

Businesses often have many customers buying their products—or at least too many to get to know each personally. When that’s the case, what’s to be done?

The answer: Turn to rigorously tested research on consumer behavior.

We are all different, but in many instances our brains are prone to react in a similar manner, and understanding these subtleties in the human mind can help your business find creative ways to ethically move more buyers towards saying “Yes!” to your products or services.

This resource includes 10 studies that reveal such insights into the minds of your customers. Let’s dig in!

 

CHAPTER 1

Breaking Through “Action Paralysis”

We all know that small things make a big difference when it comes to copywriting. Interesting research by Dr. Robert Cialdini, Professor of Psychology at Arizona State University examined the donation process of the American Cancer Society, and how a minute change delivered drastically different results.
The research also reveals why it’s important to analyze why people say “no,” rather than always looking at why they say “yes.”

 

the study Below are two phrases used to wrap up a door-to-door donation request. Researchers tested the effect of the slight variation in wording.

  • 1 "Would you be willing to help
    by giving a donation?"
  • 2 "Would you be willing to help
    by giving a donation? Every penny will help."

Subtle difference, right?
The wording may be subtle, but the resulting effect was drastic.

the results People who were asked the second variation were almost twice as likely to donate.

28% vs. 50%

The researchers concluded:People are more likely to take action when minimal parameters are set.

People may ask themselves if they have enough to donate and whether it will make a difference. By clarifying that “even a penny” could make a difference, the second line makes the request more achievable for those considering a donation.

The Best Part of this Whole Study

Donors were twice as likely to give in response to the second question, but the amount they gave did not diminish. Knowing that “even a penny” was enough still catalyzed them to give as much as respondents to the first question gave.

Source: Full-Cycle Social Psychology