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218 Proven Persuasion Tactics For Home Pages

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 #2 - Avoid demanding credit card information when offering free trials

Being required to enter credit card details evokes the negative feelings associated with spending money. Indeed, research has shown that the act of paying really disrupts the pleasure of an experience…

Tactic #3 - Reduce the number of default products on your homepage

Displaying fewer default products on your homepage will help your visitors make better decisions, and feel less overwhelmed. Research shows that information overload results in less effective and satisfying…

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…

Tactic #5 - Reduce the number of pricing plans available to no more than 3

Offering a maximum of 3 pricing plans will help your visitors to make better decisions and feel less overwhelmed. Research shows that information overload results in less effective and satisfying decisions…

Tactic #6 - Offer & clearly display an attractive guarantee or refund policy

By clearly offering an attractive guarantee or refund policy, customers won't find the process of paying as difficult, or negative, as they will feel that they will be able to return the product…

Tactic #7 - Choose a contrasting button colour and size for your Call-to-Action

The objective of a Call-to-Action (CTA) button is to encourage your visitors to do something specific. Choosing a contrasting button colour and size will make it more prominent on your page so that…

Tactic #8 - List the strongest benefits first

Re-ordering the benefits of your offer by putting the strongest ones first will more easily capture your visistors' attention, and make a better impression. Research has shown that people …

Tactic #9 - Appeal to people's fear of loss (Loss Aversion) rather than emphasising potential gains

Loss aversion is the scientific term that explains how the pain of losing is 'felt' about twice as much as the pleasure of gaining. In general, people will be more motivated to act if they …

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 is a proven and&…

Tactic #11 - Emphasise your search bar

If you notice that your site visitors are using the search bar often, make it more prominent by varying its colour, size and position on your page. People are more likely to notice and remember…

Tactic #13 - Offer free trials

Offering a free trial enables potential customers to experience the benefits of your product or service without making them commit. This cuts out the negative feelings associated with making a payment…

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 #15 - Include an option to adjust the number of items displayed per page

Adding an option to adjust the number of items displayed per page allows your visitor to feel more in control of how they spend time on your site. This will allow also them to adjust the layout to…

Tactic #16 - Enable the possibility to filter options

Adding a sorting option will allow visitors to see the products that interest them without having to spend too much time and effort working out differences in features and costs. The easier and 'smoother…

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. Your visitors will immediately be attracted…

Tactic #18 - Reduce the number of default filter options

Offering fewer default filter options on your homepage will help your visitors to make better decisions and feel less overwhelmed. Research shows that information overload results in less effective…

Tactic #19 - Reduce the number of categories and menu options displayed

Offering fewer categories and/or menu options will help your visitors make better decisions and feel less overwhelmed. Research shows that information overload results in less effective and satisfying…

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…

Tactic #24 - Bundle products and offer 1-click "Add to Basket"

Offering a 1-click "add to basket" option both speeds up the paying process and makes it seem as though only one purchase is being made rather than multiple individual purchases. This will…

Tactic #25 - Allow the option to 'add to basket" in 1-click

Offering a 1-click "add to basket" option speeds up the paying process, which will help customers to avoid the negative feelings associated with spending money. Indeed, research has shown…

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

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

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 #28 - Restructure your navigation menu

Re-ordering your navigation menu by putting the most important links at the beginning and the end of your menu will help to ensure visitors notice and click on them. Research has shown that people recall…

Tactic #29 - Select a price which has the smallest amount of letters possible

Choosing a price with fewer syllables removes a little of the cognitive strain from your customer and things which are quicker and easier to understand are instantly more familiar. The clearer you can…

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 #31 - Display the final price in the shopping basket before final checkout

Your customers want to have all information relevant to payment before proceeding with the purchase and, if they feel unsure about what they are going to be charged, they are more likely to abandon the…

Tactic #32 - Make your menu responsive (mobile-friendly)

A mobile-friendly menu is essential to ensure that you don't miss out on customers using mobile devices. Having a menu that is mobile responsive will not only be more aesthetically pleasing but will…

Tactic #33 - Display the daily or monthly price to make the amount seem smaller

By showing the price per day or month rather than the total price, it can often seem like less. Your customer will tend to use this smaller amount as an anchor to decide whether the purchase is good…

Tactic #34 - Display a higher price first

People often use an initial piece of information to make subsequent judgements so if you display a higher price first, it will be the first one your customers read and they will use it as an anchor to…

Tactic #35 - Display customer testimonials right under the product

If you have positive reviews about your products or services then make sure they are clearly displayed; showing this "social proof" from your customer's peers is an effective persuasion …

Tactic #36 - Create a dedicated search bar within a specific range of products

Research shows that information overload and too much choice results in less effective and satisfying decisions than when less information is presented or fewer options are on offer. It can also lead …

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 #38 - Display an error-message for important fields which were incorrectly filled in or missing

By immediately showing your customers any issues with information they are entering, you will avoid any added stress or misunderstandings. Creating an easy process for your customers is key as they will…

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 #40 - Whenever possible, pre-fill fields whilst ensuring that users are able to alter them

Making forms as simple and quick to fill in as possible will encourage your customers to complete the desired actions. Where possible - and applicable - it will be helpful therefore to pre-fill form fields…

Tactic #41 - Allow customers to update their basket

Allowing customers to clearly update the items that they have in their basket is important as it allows them the opportunity to review their purchases prior to making a final decision, the same way they…

Tactic #43 - Let a user save an item for later (wishlist)

Your customers will appreciate having the choice between buying the product immediately or saving it for another time. People like to feel as though they are in control of their shopping experience…

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 #49 - Provide an incentive to share on social media

Offering an incentive to your visitors to share your content or their purchases on social media will obviously increase the chances of encouraging them to do so. This incentive could be anything from…

Tactic #50 - Display clearly the 3 main benefits of registering

if you do not offer a guest checkout option, you should clearly explain to your customers the advantages of registering (to encourage them to take the time to do so). By showcasing just the 3 main …

Tactic #51 - When taking billing information ask for credit card details last

Only ask your customers for their card details once all other information has been given (name, email, delivery info, etc.) as it is better to start by asking them for easier, less disagreeable information…

Tactic #52 - Offer the option to register through social media

Statistics show that 1 in 4 customers abandon a purchase if they are forced to register for an account first. Today people feel like they have too many accounts and so one way of streamlining this …

Tactic #54 - The 4 Ws "Who, What, Where, Why" - Ensure that your homepage adresses all of these

Your homepage is most usually the first page your customers will arrive on when they visit your website and so it is vital that it is clear, easy to understand and gives them as much information as they…

Tactic #57 - Make your website responsive (mobile-friendly)

A mobile-friendly website is essential to ensure that you don't miss out on customers using mobile devices. A website that is mobile responsive will not only be more aesthetically pleasing but will…

Tactic #59 - Display all product information

Your customers will feel like the more information they are given in order to make a decision, then the better that decision will be. So the more information you can give them about the product (in…

Tactic #61 - Product name should be descriptive and unique

Choose a product names that is descriptive and unique. Indeed, having a descriptive name simplifies the understanding of the product and avoid confusion for your customers. In addition it helps to boost…

Tactic #65 - Reduce the left digit by one and minimise the digits after the decimal

Reducing your price by one cent or penny can make all the difference when it results in the left digit going down by one. Whereas $3.89 to $3.87 wouldn't be of any consequence $4.00 to $3.99 definitely…

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 #70 - Offer the possibility to remove rather than to add elements when users make their own personalised plan

If you are offering your customers the chance to create their own custom plan then it is better to offer by default the plan including all available features. Firstly, studies have shown that we are…

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 #72 - Add strikethroughs for absent features

Adding strikethroughs for absent features on lower cost pricing plans is a great way of showing people what they'll be missing out on. Research shows that people strongly prefer avoiding losses…

Tactic #73 - Make the free plan less visible

By making the free plan less visible, you will automatically draw attention to the other (paid) plans offered as they will stand out visually on the page. It is important to display your free offer…

Tactic #74 - Improve your customer service by having a live chat option

Live chat is a very effective method of communication with your site visitors. Offering an immediate and direct link to another human being will give your customers confidence and reassurance not only…

Tactic #75 - Place your price at the bottom left corner of the screen

It has been proven that our perception of the value of a price can be influenced by the way it is visually presented to us. People tend to think of numbers on an imaginary horizontal line, with numbers…

Tactic #76 - Utilize smaller font sizes to indicate price to pay

Using a smaller font size for your pricing is doubly effective. Firstly, it of course makes the price more subtle and so doesn't automatically draw people's attention towards the fact of paying…

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 #83 - Ensure to have a page dedicated to your pricing plans

Creating a page that is dedicated solely to your pricing schemes and offers has many benefits. Firstly, it's a simple, clear and effective way of displaying all your prices to your visitor meaning…

Tactic #85 - Decrease the number of fields necessary to complete a form

Don't ask your customers for too much information in your initial sign up form. This is likely to put them off as they won't want to spend the time or the mental energy on filling out multiple…

Tactic #86 - Prioritise, whenever possible, single-column forms

People like to process things quickly and easily, and will be put off by anything that complicates this cognitive fluency. Using single column forms not only makes them look cleaner and easier to navigate…

Tactic #87 - Embed in your call-to-action some of your value propositions

Your Call-to-Action text is important as it is the final step before the conversion and so is the final point at which you can convince customers to follow through and click on that button. Use the…

Tactic #88 - Add human pictures to your testimonials

Adding human pictures to your testimonials and will lend them an extra credibility and therefore lead users to place more trust in them. People are likely to connect more immediately with a visual …

Tactic #89 - Follow a simple rule: 1 Call-to-action 1: direct message 1: unique selling proposition

People respond best to clear, direct and easy-to-understand information and are easily distracted or put off by extraneous information or demands on their attention. To avoid this, try following the…

Tactic #90 - Combine functions which are similar

People respond best to clear, direct and easy-to-understand information and are easily distracted or put off by extraneous information or demands on their attention. To avoid this, make sure you streamline…

Tactic #92 - Indicate your primary Call-to-action twice or more

It is almost always better to display your Call-to-Action (CTA) as a button rather than a simple link as it will both attract your user's attention and make it clear that it is a CTA ready to be clicked…

Tactic #93 - As a user visits your website, alter the Call-to-actions

In order to draw attention to your Call-to-Action, try setting it to alter whilst your visitor is on the page. We are naturally drawn to those things which stand out from their environment and something…

Tactic #94 - Ensure that your call-to-action appears above the fold

The "fold" is the line that separates the visible part of your webpage from the part that will only be visible once your visitor scrolls down. Your Call-To-Action (CTA) button should always …

Tactic #95 - Limit the numbers of words in your call-to-action to 2

The simpler and more attention-grabbing you can make your Call-to-Action (CTA) the better. Customers prefer to use less mental energy and want to be led with ease around your site. Using only 2 words…

Tactic #96 - Create urgency by giving a limited timeframe for fast delivery

Offering fast delivery time is a strong motivator for your customers to complete a purchase as we always prefer to take an option that results in quicker gratification. What's more, as you'…

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 #100 - Display an exit pop-up when your visitor goes to close the page

It happens all too often that your users leave your website because they did not find what they wanted. Perhaps they only visited one or two pages. Therefore, by setting up an "exit pop-up…

Tactic #102 - If human pictures are used, the gaze should point towards crucial parts of your website

As humans, we have a natural, innate tendency to follow's others' gazes. It is an important social stimulus and often the way we learn about the world as we are growing up. This can therefore…

Tactic #103 - Create a sense of trust by focusing users' attention to pictures they can relate to

Don't simply use random images on your website; it is best to encourage your customers to identify with the image. For instance, if you sell DIY products to private individuals, the most effective…

Tactic #104 - Emotion and rational purchasing decisions: implications for rounding prices

Our brains process prices differently depending on whether a purchase is guided by rationality (for example for non-luxury, necessary goods) or by emotions (those products which we buy to make us happy…

Tactic #105 - Visually display in a list format rather than a grid

Simply changing the way in which your products are displayed can make a significant difference to how comfortable your users feel interacting with your site. If you have good quality images, using a grid…

Tactic #106 - Give the possibility to pay in instalments

The way in which a price is presented to your customer can greatly influence how they perceive the value of it. For example, offering people the option to pay in installments will subconsciously make …

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 #109 - Expose your users to large numbers

Exposing website visitors to any high numbers before displaying your product prices can be very effective in influencing their perception of your price value. Studies have shown that people tend to…

Tactic #110 - As your products become older, increase their price

Your customers don't judge prices in terms of "absolute values" (as they don't really know the exact value of things) but instead using a set of references constructed through looking…

Tactic #111 - When prices change, make the change stand out by displaying them with different font sizes

Displaying a previous, higher price alongside your current price is a great way of convincing people that what you're offering is good value. One easy and effective way to enhance this though is to…

Tactic #112 - Use "Descending Price" as your default sorting option

People often use an initial piece of information to make subsequent judgements so if you have "Descending Price" as your default sorting option, people will see your highest priced items first…

Tactic #114 - Emphasise the experiential 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 #115 - Offer your very own method of paying or currency

Using a custom currency (credits, points, etc.) will reduce the pain of paying (the negative feelings associated with spending money). Indeed, research has shown that the act of paying really disrupts…

Tactic #116 - When price is below 100 ($,£,€) show discounts in percentage form rather than in absolute value

By displaying discounts in percentage rather than in value when product price is below 100 (£/$/€), you make your promotions seem as attractive as possible by altering the way you frame…

Tactic #117 - Explain the logic behind the promotion

Whilst offering discounts is a great way of moving stock, you don't want your customers to be left wondering why certain products are discounted and potentially questioning the quality of the product…

Tactic #118 - Give discounts which are simple to calculate

Using precise, non-rounded numbers is a good way of making your prices seem smaller but one occasion when you don't want to do this is when you're offering discounts. You want your discounts to…

Tactic #119 - Augment prices more often, but by smaller increments

Avoid waiting until the moment of desperation to suddenly raise your prices, anticipate and increase them gradually. Using frequent but small price increases will reduce the impact that these could have…

Tactic #125 - Utilize your customer's details to customize your content offering

Your customer will feel more involved in and connected with your content if you make use of their name to give it a personalised touch. A natural tendency we experience is "implicit egotism"…

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 #127 - Frame intangible concepts with iconic phrasing to make them more tangible

Metaphorical language is a compelling form of communication that can allow you, in certain cases, to better convey your message. It can help to better attract your customer's attention and allow them…

Tactic #128 - Leverage the strength in displaying numbers rather than percentages to indicate amounts of individuals

Your visitors will perceive the same information in different ways depending on how you present it to them, It's therefore important to ensure you present information using appropriate values or framing…

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 #134 - Place graphs, visuals and pictures on the left-and side of the screen

Visual elements positioned on the left are processed by the right hemisphere of the brain, which is better suited for image processing. Therefore, people will "digest" the page more quickly …

Tactic #135 - Contextualise product pictures in the ideal situation in which they should be used

If your customer can visualise themselves using your product then they'll feel more inclined to buy it. You can ensure this by setting your product images in such a way as to increase the chances…

Tactic #136 - When appropriate, employ charismatic models

Using attractive models on your site can be very effective in the right context. Studies have shown that using a model to market a product increases its credibility, how much attention people pay to…

Tactic #137 - Increase the size of terms which convey sentiments

Words that convey emotion are important parts of your content as these are trigger words that will elicit a response and engagement from your visitor. Studies have shown that we pay more attention …

Tactic #138 - Focus on the multitude characteristics of your products rather than on listing the technical specifications

On your product page, it is best to list all available features rather than just choosing to display a few of the main ones. People are generally more drawn towards products with lots of features and…

Tactic #139 - Enhance your Call-to-action by altering its aesthetics thanks to border, levels or shadows

Your Call-to-Action (CTA) is a button - you need it to look like one! Adding depth to your CTA through using a border, bevel or shadowing will help to clearly distinguish it as a button that is there …

Tactic #140 - Convey movement by adding an arrow to your Call-to-Action button

Your Call-to-Action (CTA) is a button - you need it to look like one! Adding an arrow to your CTA will help to clearly distinguish it as a button that is there to be clicked on to move on to the next …

Tactic #142 - Continuously reassure your customer in their decision

Reassuring your customer about the choice they've made to select or purchase a certain product from your site can greatly influence how satisfied they are with that choice. To aid customer satisfaction…

Tactic #143 - Alter the aesthetics of your Call-to-action when your user hover over it

Simply making it so that your Call-to-Action button alters in some way when the cursor hovers over it will clearly distinguish it as a button that is there to be clicked on. A visual effect to indicate…

Tactic #144 - Utilize a multi-step (at least 2) opt-in

Whilst is might seem counter-intuitive, two-step opt-ins are actually more powerful than one-step opt-ins. A One-Step Opt-In consists of simply presenting input fields directly on the page, whilst a Two…

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 #146 - Show customers' feedback near offering or Call-to-action

Showing potential customers the positive feedback from others who have already purchased a product, used a service or signed up for membership etc. is an effective persuasion technique. Not only does…

Tactic #147 - Add more white space in your pages

A lot of websites consider white space to be lost space but they couldn't be more wrong! Increasing the amount of white space makes for a much clearer page and therefore a more pleasing visual experience…

Tactic #148 - Nudge your visitor to your Call-to-action through arrows and visual cues

Your visitor's brains will be immediately drawn towards familiar visual elements (like arrows) as they notice and understand these visuals more quickly than any other information on the page. Utilising…

Tactic #151 - Add a compare products option/tickbox

Adding a product comparison option to your site will allow visitors to see the products that interest them without having to expend too much effort working out differences in features and costs. The easier…

Tactic #152 - Offer 360 degrees videos of your product

The more information a user has access to about a product, the more likely they are to buy it. You can take advantage of this by offering your user more extensive views of it. There are various different…

Tactic #153 - Display pop-up information when hovering over a product

When customers hover over a product, display a pop-up product card that offers them condensed information. By showing only carefully selected information about the product in this way, customers won…

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 #156 - Facilitate your user's thoughts before asking them to choose

Whilst offering a default choice is often very effective because it allows people to make a decision in a passive manner - which is often preferred as it requires less mental effort - there are some cases…

Tactic #159 - Prioritise your most luxurious products

If you display your most beautiful and luxurious product first, your visitors will use it as a point of reference to evaluate the following products. This first element will stay anchored in their minds…

Tactic #162 - Offer a "save for later" button on your basket page

Your customers will appreciate having the choice between making their purchase immediately or saving their items to complete purchase later. People like to feel as though they are in control of their…

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 #166 - Nudge your users to use a particular payment method by indicating how many users have used it

If you have a method of payment that you would prefer your customers use for any reason (reduced fees, easier management, etc.) then you can steer them towards this option through showing the percentage…

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 #170 - Prioritise your most crucial filters

Re-ordering the filter options and putting the most relevant and important filters first will make for an easier and more pleasurable site experience for your visitors. Research has shown that people…

Tactic #171 - Customize your discount promotions by integrating your user's name/details

Your customer will feel more involved in and connected with your coupon code - and therefore be more likely to use it - if you make use of their name to give it a personalised touch. A natural tendency…

Tactic #173 - Offer a FREE upgrade to a better delivery option with first purchase or referal

Providing a free upgrade to express delivery for new customers is a strategy based on the "give and take" idea: you provide your client with something of value (free express delivery) so that…

Tactic #174 - Display specific Unique Selling Propositions (USPs) based on your target customer

Studies have shown that most people associate positively with themselves and things that are either connected to them or that they can identify with. This is why it is so important to ensure that you…

Tactic #175 - Delete up to 10% of features but maintain previous, identical pricing

People are unlikely to notice changes as long as these are kept below 10% so you are able to reduce the content and features offered in your pricing plans by 5 to 10% without many visitors noticing that…

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 #179 - Seek a gradual engagement, over a hurried signup

Making a form easy and fun to fill in will encourage people to complete it and convert. Starting your form by asking for a lot of personal information will annoy people and they are more likely to abandon…

Tactic #183 - Congratulate your user's decisions at every step of your funnel

Don't hesitate to congratulate your customers on their purchases. This constant confirmation that they are making a good choice will cement feelings of positivity and satisfaction around their purchase…

Tactic #184 - Ask your customer to share feedback

If you want to build up your social media community and generate organic publicity then asking customers to share feedback on products they've purchased from you can be very effective. Once we&#…

Tactic #185 - Use exit surveys to get feedback and boost your likability

It's proven that people enjoy giving their opinion and to be asked for feedback. What's more if you ask for this using simply a short, easy-to-complete survey then you really increase your chances…

Tactic #186 - Frame your products in the best light possible: "number 1", "best selling", "fastest growing"

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…

Tactic #187 - Display an exit pop-up when people try to leave their basket before completing the checkout process

If your customers have made it to the basket or payment page of your checkout funnel then they've already invested a certain amount of time on your site. The exit pop-up is a good idea to try and …

Tactic #188 - Upsell by highlighting how small the extra cost would be

Upselling is a technique whereby you offer your client a superior and more expensive product than the one he was considering. By highlighting how small the price difference is between the two products…

Tactic #189 - Display groups of testimonials rather than just one solitary testimonial

It's always better to display multiple testimonials together rather than just one on its own. Firstly, your customers will be much more likely to feel confident in these testimonials if there are …

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 #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 #195 - Add “as featured in” or “recommended by” content

Lending authority to your marketing can be really effective. Certainly in today's society, people are so bombarded with marketing messages that they don't necessarily place a lot of trust in what…

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 #197 - Enable more than one means to pay

Offering multiple payment methods offers customers the possibility to make a purchase in the way they feel most confident and secure, increasing the likelihood of them finalising payment. People also…

Tactic #201 - Offer promotions in a format of a range, e.g. 15% to 60% discounts

Studies have shown that a variable rewards system can be very effective as a motivational tool. The "task" in question becomes altogether more exciting and interesting when there is a variable…

Tactic #214 - When displaying promotions, exhibit the previous prices, to accentuate them

When offering discounted prices, it is essential to always still display the previous higher prices as well (crossed out is advisable to avoid confusion). Studies have shown that people tend to use…

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 #256 - Engage your users with a simple task or question

Place your customers in a positive frame of mind by giving them a small "victory". Indeed, ask your client to perform a simple task before you can ask then for something longer and more complicated…

Tactic #257 - Avoid facial distraction by using face images to direct attention to the call-to-action

Beware of images! On the one hand, it's true that a user retains what is contained in an image more than in text. But be careful - if you use an image of a face that is looking directly at the user…

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 #259 - Prioritise active over passive voice

Make simple, concise sentences in the active voice to simplify the understanding and impact of your message. A grammatically complex sentence will not have the same immediate effect on the mind of your…

Tactic #260 - Prioritise pictures, visual elements over lone text

“A picture paints a thousand words”. Indeed, the human brain learns and retains information much better when it comes in the form of images rather than words. Images do not require translation…

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 shy 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 #267 - Display pictures of your team members to enhance their trustworthiness

Obviously you want your site to look professional, but using photos taken from a database showing suited and booted workers with sparkling white smiles will ring as untrue to most customers. Instead, …

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 #269 - To create a double funnel within the check-out, show a section which indicates: "people who bought this, also bought: ..."

On the confirmation page after purchase, display "people who bought this product also bought ..." to create a double funnel. This will encourage your customers to make a second purchase after…

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 #273 - Contextualise savings with real-life applications

The way you frame a saving can greatly influence the effect it will have on your customers. Imagine a bank, for instance, which announces on its landing page: "With us, you don't pay bank charges…

Tactic #274 - Display text in such a manner that it focuses the attention to the Call-to-action

Our brains form the majority of the images we “see” and like to be given direction about what to focus on so using visual cues help to draw attention towards certain elements. Lead your visitor…

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 #276 - Bring attention to a popular product to facilitate the visitor to make a decision

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 #277 - Avoid showing your Call-to-action more than once on the same page

Don't be tempted to display the same information twice in two different locations on your page (if it is a one-screen page that doesn't require any scrolling) because this will make it too busy…

Tactic #278 - Emphasise your users, rather than yourself, who have used and endorsed your products

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 #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 #284 - Include more than one individual, or more than one product within your visual marketing material

People are more inclined to want to buy a product when it is shown in a way which helps them to visualise themselves using it. Therefore, to reduce the mental effort required on the part of your customer…

Tactic #285 - Offer the possibility to postpone payment

Offering the possibility to postpone payment of a purchase will make the price of the item become less relevant to the buyer. Instead of thinking about the price, they will be thinking about the fact …

Tactic #286 - Hand out free gifts with products bought

The promise of a free gift is a strong incentive to get people to buy. Studies have shown that people are likely to feel compelled to give something back when they receive something for free (it's…

Tactic #287 - Do not shy away from sharing crucial information for no compensation

It is proven that we are more likely to give something to someone if they have given something to us already - the desire to reciprocate such behaviour is strong and can certainly lead to action and conversion…

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 #289 - Condense your content to avoid losing the attention of your user

Make your blocks of content compact. That is to say, you should avoid trapping negative (i.e. useless, empty) space within your layout. For example, in the left-hand image above, you can see that there…

Tactic #290 - Whenever possible, prioritise single and vertical columns

Using a two-column layout on your site could disturb the fluency with which the reader absorbs your content as you are splitting their attention between two areas. Rather than leading your visitor'…

Tactic #291 - Nudge users to read your page by slightly overlapping design elements and images

If you completely separate the design of each content block then you won't give your visitor the encouragement they need to continue on reading down. Rather, after reading only the first block they…

Tactic #293 - Indicate popular options as the default ones

Everyone hates filling out information online - the easier and quicker you can make that for your users, the more likely they are to follow through, complete an action and ultimately convert. One way …

Tactic #294 - Display often-used options at the top of drop down lists

Everyone hates filling out information online - the easier and quicker you can make that for your customers, the more likely they are to follow through, complete an action and ultimately convert. One …

Tactic #295 - Prioritise uncommon landing pages

We tend to better remember the things that affects us directly. Thus the fact of creating a landing page that emotionally affects your customers or create an original landing page is a good way to stay…

Tactic #296 - If connected via Facebook, indicate how many friends have purchased or signed up

If you offer your customers the option to sign in using Facebook then make the most of this advantage. Indeed, using Facebook is a good way to quickly access data about a customer but that's not the…

Tactic #297 - Allow users to identify themselves with a certain category of people, and then show them content based on their choice

Allow users to identify themselves with a certain category of people and then submit introduce the products that match with their needs can have several advantages. First, your customer feels included…

Tactic #298 - Display your call-to-action as a visual animation

Introducing a Call-To-Action (CTA) using a floating animation that appears after a few moments could help increase conversions. Drawing attention to the Call-To-Action is essential for getting people …

Tactic #299 - Make your call-to-action dynamic and delay it

Delaying your call-to-action can have its advantages. It allows the customer to absorb all the content on your page without any distraction and then will more strongly draw their eye due to its sudden…

Tactic #300 - Carefully select the period and constraints of your "free trials"

To encourage maximum conversion it is important to pick the right trial length and limitations to play into the idea of scarcity and urgency. Offering a free trial period that is too long can mean that…

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 #302 - Limit human error and frustration by only offering possible inputs in fields

In order to avoid preventable errors and possible frustration on the part of your customer, don't give them the ability to enter incorrect information. For example, as in the above drawing, when someone…

Tactic #305 - Give a friendly reminder after items have already been placed in the basket

Making the purchasing process as fluid and easy as possible is important to encourage your visitors to follow through to completion and convert. By altering the Call-to-Action of a product to clearly …

Tactic #306 - Visually distinguish between important functions using colour, size and space

To avoid grave slip-ups, make sure that important functions are highlighted by separating them and using a different colour. This will ensure that the user's attention is drawn to it and they won&#…

Tactic #308 - After small changes, allow users to undo the move rather than to continuously confirm

Rather than asking your customers to confirm changes they make by clicking on "yes" or "no", offer them the possibility to undo what they've already done. Although slight, the …

Tactic #309 - Limit frustrations by enabling the possibility to leave a field blank, even after it has been selected

It can often happen that a customer might click into an option or function from a drop down list only to realise that they don't want to select anything but find themselves stuck as they are unable…

Tactic #310 - Offer a clear and simple manner to close pop-up windows

Ensure you give your customer the power to close any pop-ups or other boxes on your site. Showing an immediately recognisable cross in the top-right of all boxes will allow customers to easily close them…

Tactic #311 - After users leave a page, return them to where they left off

Sending the user directly back to the page or position in a sequence where they left off will help to minimise the negative effects of leaving a site or page. By sending them straight back to where they…

Tactic #312 - Make sure you facilitate the user experience of drop-down menus and pop-up windows

Your users aren't perfect, they will regularly make mistakes with the cursor (as do we all!). For this reason, you need to create interfaces that are flexible and forgiving. Visitors are often confronted…

Tactic #313 - Add hyperlinks for main menus, and any relevant categories

Users are not perfect, they make mistakes regularly. Indeed, it is common to see people click on areas that are not clickable. Do not try to fight against those mistakes, instead, add clickable functionality…

Tactic #314 - When displaying error messages, include relevant indicators

When displaying error messages, make sure that you clearly explain the reason for the error. If your user is getting error messages without anything to tell them why it can't be validated and how …

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 #316 - Display links already used with a dissimilar colour

Clearly show which links a user has already clicked on by displaying them in a different colour. Using another colour will help those links to stand out, which will help the user to keep track of what…

Tactic #317 - Ensure that your fields are reactive to errors, antonyms and other syntax differences

Making sure your site visitors have a user experience that is as fluid and easy as possible is important to encourage your visitors to enjoy using your site and ultimately find what they are looking for…

Tactic #318 - Simplify your customer's thinking process by doing any calculations for them

People strongly prefer and feel more positive about things that are easy and quick for us to understand. If you want your customer to respond well to information you provide and to feel happy using your…

Tactic #319 - Display navigation categories (breadcrumbs) to indicate the location of the user on your website

To help your visitor feel at ease with the logic and layout of your site, clearly display a breadcrumb trail (or other sequence map) so they can quickly see where they are on your site and how they arrived…

Tactic #320 - Mention the location of your physical store

One of the biggest issues for making sales online can be the lack of security some shoppers associate with online eCommerce sites. Therefore, if you also have physical stores, it can be very effective…

Tactic #321 - Use page numbers or ‘Load More’ options rather than infinite scrolling

On eCommerce product pages, it is essential that you choose the right way to display your products to provide your customers with the most effective base to start making choices. People tend to become…

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 #323 - When a customer selects a filter, ensure that it is automatically applied to the rest of your products

Often a customer types the colour of the desired product in the search bar. But often when typing, say, "red sofa", the search results will be all sofas, red or not red. To avoid discouraging…

Tactic #324 - Utilize written content which slightly contradicts what the user wants to do

The more confident you user feels in navigating your website and completing tasks, the better experience they will have and the more likely they will be to convert. Report potential errors to your customers…

Tactic #325 - Increase the clickable zone of your call-to-action if it is small

If your website contains small Call-to-Actions like the "see more" in the drawing above, add a transparent border around it in order to expand the clickable area. Users will not necessarily …

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…

Tactic #327 - Avoid showing pop-up windows at the wrong time

Do not set up your pop-ups or overlays to trigger at the wrong times. Having a pop-up triggered as soon as you load a website can be extremely irritating to a user. Some will simply close the website …

Tactic #328 - Avoid placing advertising on top of lists of products

It is best to make sure that your customer's attention is fully focused on the main factors that will lead to conversion. Therefore it isn't advisable to have ad banners places above your product…

Tactic #329 - On mobile devices, ensure that you have easily clickable areas

On smaller screens, such as on mobile or tablet, it is common for users to experience frustration and unease when trying to click options as the hit areas can be too imprecise. When we are using our fingers…

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