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69 Best Advertorial persuasion tactics

We have analysed and compiled the 250 best persuasion tactics used by the leading eCommerce and Saas websites (such as Amazon, Booking.com, Dropbox, etc). You can then easily implement them onto your website using the Convertize SmartEditor.

Tactic #4 - To demonstrate how easy your site is to use, offer 'how-to' pages and prioritise video format

If you show your visitors how easy it is for them to act (i.e. to complete an action on your website or to utilise one of your products or services) by providing "how-to" pages and videos, it…

Tactic #10 - Include testimonials (with name, logo and face) on your home page

If you have positive reviews about your products or services then display them on your homepage; having this "social proof" as one of the first things visitors will see will be a very effective…

Tactic #13 - Offer free trials

Offering a free trial lets customers experience the benefits of your product or service without making them commit to any type of payment which cuts out the negative feelings associated with spending …

Tactic #14 - Display the number of "likes" next to your product

Displaying the number of people who have already "liked" your product is an effective persuasion tool. Research has shown that we have a strong tendency to copy others' choices and behaviour…

Tactic #17 - Blur or fade images to reduce the emphasis on them

By blurring or fading images, you can place emphasis on something else instead. People are more likely to notice and remember an element that stands out, that is different from the others. Your visitors…

Tactic #21 - Offer online-only products and display "Available online only"

By offering online-only products, people will be more encouraged to make purchases as the products will seem to be more scarce in comparison to those products that can also be bought in store. The idea…

Tactic #23 - Save customers' card details and automate payments

It is better to optimise the payment process as much as possible. Studies have shown that certain forms of payment hurt more than others - the more observable, tangible or transparent the payment is, …

Tactic #26 - Use a higher pricing plan as a decoy

Displaying a pricing plan that is much higher than the others on offer could be an efficient decoy worth testing on your site. Offering a pricing plan that is significantly higher than the middle plan…

Tactic #27 - Create a decoy-effect by displaying an extra product

Displaying a decoy product at a higher price will change people's perception of the perceived value of your other products on offer. Offering three options instead of two, with the highest price…

Tactic #30 - Make your checkout page responsive for mobile devices

A mobile-friendly checkout page is essential to ensure that people follow through with their purchase. A checkout page that is mobile responsive will not only be more aesthetically pleasing but will be…

Tactic #37 - Remove the Category drop-down menu from your homepage

The category bars and their drop-down menus are standard on most websites, but it's not always the best way to present the product category. These drop-down menus often offer a poor user experience…

Tactic #39 - Offer immediate feedback on completed fields

Letting your customer know instantly whether information they have entered is correct or incorrect will help to make the whole process clearer and easier. Research has shown that people are more motivated…

Tactic #44 - Offer multiple delivery options, including Express

Offering multiple delivery options is important both to offer choice to the customer but also for the possibility of further profit made on that purchase. Customers like to have a sense of control …

Tactic #58 - Show more than 3 high-resolution product images

Product images are an important element of your product page. In fact, people react far more strongly to visuals than to text and it allows them to form a more emotional and personal attachment to the…

Tactic #64 - In your product pages, include a video

Providing a video of the product will allow your visitors to see more precisely how it looks and functions, the same way they might when buying in store. Customers prefer to have as much information…

Tactic #68 - Put your default pricing plan in the middle and make it more visible

When you have a default pricing plan (the option you would prefer people to choose) then you can influence how attractive this option is by making it stand out from the others. Placing it in the middle…

Tactic #69 - Create a default option or add-on

If you have a particular option or add-on that you would prefer your customer to choose, then making it a default option will greatly increase the chances of them doing so. Default options are so attractive…

Tactic #71 - Simplify and restrict options available to customers to choose from

People will often not chose a product if they are presented with a wide range of products to choose from. There is a risk of them being overwhelmed and thus not choosing anything. In order to avoid this…

Tactic #77 - When possible, get rid of the decimal point in the price tag

Whenever possible, remove the decimal point from your pricing as it is not necessary and adds a little extra cognitive strain for your customer. The clearer you can make things the better as people want…

Tactic #78 - For high numbers, more than five digits, prices should not be rounded

Careful and precise pricing is particularly important when dealing with a large sum of money. It has been shown that when purchasing a car, for example, people will actually pay more money when the prices…

Tactic #80 - Avoid showing any signs of currency

Removing the currency sign from your prices will help customers to avoid the negative feelings associated with spending money. Indeed, research has shown that the act of paying really disrupts the pleasure…

Tactic #82 - Give your pricing plans relatable, helpful names

The names you use for your pricing plans can really make a difference. By using names that your customers are familiar with, you will trigger an immediate emotional response that will enhance their positivity…

Tactic #97 - Add white space around your call-to-action

Increasing the amount of white space around your Call-to-Action (CTA) will draw attention to it and make for a much more pleasing visual experience for the user. Equally, making sure there isn't an…

Tactic #98 - Ask yourself if your call-to-action is persuasive enough

You want your Call-to-Action (CTA) text to tell people immediately why they should click on it and to help persuade your visitors to proceed forward with a positive action. Using engaging and persuasive…

Tactic #99 - Leverage the power of visual cues such as imagery to focus attention towards your call-to-action

Using clean, clear imagery is a great way to draw attention to your Call-to-Action (CTA). As in the example above, adding an additional simple visual stimulus that stands out through colour or another…

Tactic #101 - Prioritise "coming soon" over messages saying "out of stock"

The chances are all e-merchants will at some stage be out of stock for a particular item. When this happens, in order to remain positive to your users, it's preferable to inform them that the product…

Tactic #107 - Demonstrate the per day cost of monthly or yearly plans

Rather than only showing the yearly or monthly cost of a subscription, it can be effective to also display the daily equivalent. Studies have shown that we use a first piece of information as an anchoring…

Tactic #114 - Emphasise the experential advantages over the monetary ones

It's a good idea to avoid references to money when presenting your products to customers and instead to place emphasis on the experience that they will enjoy using them. People place more value…

Tactic #126 - Draw in your customer by using "we"

By using a personal pronoun instead of an impersonal form, you immediately involve your customer in the situation or product you're referencing, which will trigger a subtle emotional response and …

Tactic #131 - If you don't know their name, use "you" or "your" to personalise the message

By using a personal pronoun instead of an impersonal form, you immediately involve your customer in the situation or product you're referencing, which will trigger a subtle emotional response and …

Tactic #145 - Provide the option of enlarging product pictures

If the primary selling feature of your product is visual, you should provide the possibility of enlarging or zooming in on the image so that the customer can see the product in more detail, as they would…

Tactic #149 - Suggest complimentary products at the check-out

Cross-selling is a good way of increasing the user's basket before they complete the purchase. When a user is in the checkout process, it is a good time to display other products that may interest…

Tactic #154 - Be consistent with your product images throughout your site

It's common knowledge that users lack patience when surfing the web. When they are on an eCommerce website they want to be able to see products quickly and easily. A good way of doing this is to…

Tactic #163 - Use pictograms to help visitors visualise the simplicity of a process or task

The more your visitor is convinced of the simplicity of an action on your site (for example your purchase or registration process), the more motivated they will be to complete it. Using simple, clear …

Tactic #164 - Indicate "Most Popular" as your desired plan to be chosen

Marking your target plan as "Most Popular" is an effective persuasion technique to encourage customers to choose it. Research has shown that we have a strong tendency to copy others' …

Tactic #167 - Mark your best products as "Popular Choice"

Marking your best products as a "Popular Choice" is an effective persuasion technique to encourage more people to make the same purchase. Research has shown that we have a strong tendency…

Tactic #168 - Display on specialised and expert reviews for your products' endorsements

Displaying expert reviews or testimonials is an effective way of endorsing your products. The positive feedback and opinions of customer's peers is incredibly important as we often rely on this "…

Tactic #169 - Indicate the number of users who have already created an account

Displaying the number of people who have already signed up to your website or newsletter is an effective persuasion tool. Research has shown that we have a strong tendency to copy others' choices…

Tactic #176 - Show lower-quality products near higher-quality ones

To make your higher-end products seem even more attractive, display them alongside your lower-end products so that customers can compare the two together. The difference in quality will be larger and …

Tactic #177 - In the check-out page, indicate testimonials from customers who also bought the same product below the call-to-action

By placing testimonials from other customers who have previously bought your product or service just before the final stage of payment, you are offering reassurance to your customers by showing them how…

Tactic #190 - Feature testimonials from target audience peers rather than celebrities

The main objective of displaying testimonials is to help your site visitors to identify with these, place trust in them and therefore decide to become customers as well. We're more likely to identify…

Tactic #191 - Include a section: "People who browsed this product, also bought:"

Adding a “People who viewed this product bought...” feature is an effective persuasion technique. Research has shown that we have a strong tendency to copy others' choices when we are…

Tactic #192 - Display contextual details (such as location) to allow users to identify with the reviewer

Featured testimonials will be more credible if your users can identify with the reviewers and view them as real people rather than just disconnected words on the screen. Contextual details like location…

Tactic #193 - Add a countdown timer for earliest delivery times

By adding a countdown timer showing how long they have left to purchase a product in order to get it delivered at the earliest possible time, a sense of urgency is added which will make the customer more…

Tactic #196 - Provide reassurance by displaying trust symbols

Trust symbols are a great and immediately impactful way to reassure your customers by showing that they can make a payment securely. Even a small factor of uncertainty can disrupt the payment process…

Tactic #203 - Enable the possibility to checkout as a guest, without needing to create an account

Your customers will appreciate having the choice of when to register on your website as this induces the positive feeling of having the autonomy to influence the purchasing process. T his also gives…

Tactic #254 - Add the word "Free" directly to your Call-To-Action

It has been proven that spending money actually activates the areas in our brain that are associated with physical pain and feelings of disgust. On the contrary, the term "free" causes us a …

Tactic #255 - Utilize numerical values to convey more persuasive messages

Most people have a strong tendency to ignore generic and basic information and prefer to focus on recent or specific information. Therefore, in your content and titles, insist on statistics or specific…

Tactic #258 - Whenever possible, convey messages using rhymes as they will be more easily remembered

"A nose in need deserves Puffs indeed", "If the glove doesn’t fit, you must acquit". You know these slogans and better you will easily remember it. Indeed, these slogans have…

Tactic #261 - Instead of trying too hard to sell, be more specific in your sales argument

Arguments or tag-lines that are too fluffy and reminiscent of an unfounded sales pitch - such as "our customers love us" or "our software is very reliable" - can be effective in the…

Tactic #262 - Prioritise 1st person pronouns

The power of "we" or "our" is not to be underestimated. We are social and group-dwelling beings, people, and we feel most comfortable and positive when we are included as part of a…

Tactic #263 - Do not offer customers only one possibility.

A unique and effective tool of persuasion can in fact be to remind your customers that they have the freedom to choose what to do. Incorporating wording in your copy that emphasises to your customers …

Tactic #264 - Do not shine away from mentioning some fall backs

On most websites, negative reviews or drawbacks are invisible while on others (e.g. Amazon), those are clearly displayed alongside the pros. Believe it or not, but hiding your drawbacks is not the solution…

Tactic #265 - Utilize numbers in your header

It has been shown that a title containing numbers attract our look more often and therefore would increase the conversion rate. These figures don't need to be very sophisticated. "30-day free…

Tactic #266 - Render the user's basket continuously accessible through out your funnel

It is a good idea to give customers the opportunity to view the contents of their basket at all times by displaying a basket icon on all pages that shows what is already saved in there when hovered over…

Tactic #268 - Use interactive images rather than static ones

Research has shown that consumers are generally more drawn to interactive images than static ones. The interactive images provide a "fun" aspect to the user experience thanks, for example, to…

Tactic #270 - Accurately indicate delivery time frames, including restrictions

To display delivery time in weeks or in days? That is the question... The answer is actually pretty simple. During the purchase process the customer will focus on the numbers themselves and they will …

Tactic #271 - Clarify any intrigue created to bring the customer to your website

Humans tend to desire closure and don't like to be kept in the dark. This is why it can be very effective to engage your customer through first presenting an intriguing statement, and immediately …

Tactic #272 - Offer feature-by-feature comparisons

Providing a comparison table will allow your customers to immediately access all the information required for decision-making. Studies have shown that our perceptions are formed by using comparison techniques…

Tactic #275 - Allow users, with your search bar, to jump to suggestions based on what they typed

In order to increase conversion rates, simply help your customer to find what they are looking for as quickly and easily as possible. Offering suggestions in the search bar based on what the customer …

Tactic #279 - On a form, specify which fields are optional rather than which are mandatory

When you ask your customers to fill in a form, specify which fields are optional rather than which are mandatory. On many websites we see asterisks or other visual cues to indicate if a field is mandatory…

Tactic #281 - Be careful when using special characters, faults could decrease your credibility

When you create a web page, be careful that you don't have any accidental character faults due to coding problems or lack of care. The kind of symbols that are often seen on web pages, such as ▢ &…

Tactic #282 - Use a recognisable phone number for your customer service and add your opening hours

If you use a special service phone number then your customers will automatically think twice about calling as they will be expecting high call charges and long wait times. This will make your business…

Tactic #283 - Indicate the number of individuals who bought the product close to the call-to-action

Studies have shown that individuals tend to follow others' choices or behaviour when trying to make decisions. We automatically presume that if lots of our peers are doing something or buying a particular…

Tactic #288 - If users have spent some resources, e.g. financial or time, in your service, indicate how much they have been spent

People are more likely to continue on in vain with a project or plans for which they have already invested money, time or effort, even if they no longer want to or there may be more potential losses to…

Tactic #301 - Limit human error by disabling or replacing your call-to-action after users select it

Once your customer clicks on a Call-to-Action, disable or remove it to indicate that they have already clicked once and the action has been performed. This will prevent your customer from being tempted…

Tactic #315 - Indicate what your visitor has most recently researched in a drop-down menu

When a user begins a search, start by showing them previous searches they have made that correspond. Displaying these first and perhaps in a different colour to really distinguish them is a good way of…

Tactic #322 - Suggest a criteria option instead of a filter option for sorting search results

When you display search results, it is important to help your customers find what they are looking for as quickly and easily as possible. This will avoid them becoming overwhelmed by choice and quitting…

Tactic #326 - Make your menus responsive for mobile

It is important these days to ensure your website is mobile responsive. When designing the interface for this though, it is advisable to use one-window drilldowns. That is to say, present each section…

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