subject: The psychology of conversions [print this page] The psychology of conversions The psychology of conversions
Every internet marketing campaign requires a knowledge of market psychology. Without knowing what your target audience and how they think, it's incredibly difficult to turn clicks from pay per click ads or leads from other search marketing into conversions. In other words, without psychological intelligence, your internet marketing campaign risks being wasted.
Most marketing companies will thoroughly research the target markets for every client. Even when some knowledge exists, it's worthwhile researching a little further. Internet users do not often behave as one would expect, so it can be well worth the time checking in with the way markets are currently behaving before you begin.
Once you've done some research, applying the knowledge of the behaviours of different markets isn't an easy task. There are some excellent resources around the net which provide insight into markets and psychology. Many marketing firms use the Myers-Briggs or Keirsey personality type definitions to provide an insight into how to appeal to different market types. The psychological theory in question sets out four different personality types, and the triggers that are likely to increase conversions.
This mode of thinking can provide some excellent ideas for the design of your advertising content. Talk to our experts at Click Consult about applying market psychology to your internet marketing campaign.
It's important to note that using psychological approaches for marketing in this way is not an a + b = c' kind of equation. Just because you discover that your main market fits into the competitive personality type, it doesn't mean that challenging them will boost your conversions. It's worth remembering that market groups, while they do often fit within certain forms of behaviour, are made up of individuals. Lose respect for the people within your market, and you risk losing touch with the things you need to succeed.
