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A Beginner's Guide to Customer Psychology

By: Brittany Engelmann-- 2016-09-14 7:00 am --

There has been a lot of interesting research on customer psychology over the years, much of which can provide insight to businesses that inform business policies and decisions. When it comes to driving leads and conversions, improving customer retention, and growing a company, understanding the ins and outs of customer psychology is imperative. While it’s a rather involved science that can’t be learned in a day, here is a rough beginner’s guide to understanding the psychology of customers.

  1. Don’t ask for too much.

Studies show that customers are far more likely to commit to something when the commitment seems small. In a research test to determine how wording impacted donation requests, the following two questions were posed.

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

The second question garnered nearly twice as many donations, simply because the request clearly stated a minimal obligation for donors.

  1. Customers like to feel as though they are a part of something.

In a highly interesting research study, it was found that people can control the behavior of others simply by labeling them a certain way. The research study randomly selected participants, who were then placed into two groups; a group that was labeled as politically active and a group that wasn’t labeled. The goal was to see if simply labeling someone as politically active would be enough to encourage their voter turnout.

The group that was labeled as politically active, despite the label being arbitrarily assigned, ended up having a 15 percent higher voter turnout than the other group. The conclusion is that people like to feel as though they are a part of something, and they like to meet the expectations of others. Don’t be afraid to label your customers, as it could very likely encourage their behavior.  

  1. Understanding the psychology of colors.

Colors have an impact on mood and decision-making, and when choosing the colors for your brand and marketing materials, you should always keep this in mind. While blue is a calming color, red is associated with panic. The colors you choose should not only be conducive to positive emotions, but they also need to be aesthetic and pleasurable to look at.

  1. Market your items on value, not price.

Price has long been seen as central to marketing and sales, but customers of the modern day seem to disagree. When marketing your products, you should focus more on marketing the value your products provide and the features they entail, rather than emphasizing the price tag. If the product delivers enough value, customers will purchase it in spite of its price.

A Great Business Starts with a Great Wholesale Supplier

Customers are focused on the entirety of the shopping experience, so you should be too. To deliver an exceptional shopping experience from beginning to end, you need to have the right business partners in your corner. At DollarDays, our promise is to provide small businesses with exceptional merchandise at fair prices, while prioritizing customer service in the process. Browse our website today to see if we’re the right wholesale supplier for you.