Psychology is the “secret sauce” of conversion rate optimization. Understanding user psychology makes you more comfortable in terms of persuading users. If you can’t really understand it, even though you have the right design elements, the right copy, and the right testing tactics, you will encounter some issues about influencing users. Psychology helps you to understand what your users actually happy about. And happier users will bring you better margins. In this presentation we discover 4 proven principles of psychology can help you boost conversion rates. 1. Loss Aversion Theory According to loss aversion theory, people most likely try to avoid a loss than gain a reward. In other words, loss aversion means that people will fight harder to prevent a loss than to gain a reward. Casinos are best places to observe this theory in the world as people gambling first lose at the games and then try to compensate for the losses. 2. FoMO (Fear of Missing Out) Fear of missing out (FoMO) is a phenomenon that shows us when people feel they might miss out on something, they instantly act to get it. FoMO is basically anxiety that an exciting event may currently be happening elsewhere. You may already know that people value products or services that come in limited quantities or time. 3. Instant satisfaction When people think about rewards or wait for rewards, their brains are highly active. Reminding people that your products or services can solve their problems instantly or with ease is a good way to keep them alert. Focus on quick arrivals, fast shipping and instant gratification to appeal to your customers and give them instant gratification. 4. Principle of reciprocity People are tend to return a favor if somebody do a favor to them. For instance, customers are more likely to give tips if they are offered after-dinner mints by waiters. In other words, offer something to your visitors for free so that they feel indebted to you. Understanding user psychology can be your superpower to increase your CRO. Once you know what triggers action and influences human behavior, you can design much better converting experiences. Use the four tips shown above to start understanding user psychology and implementing it on your site. Read more great content on the Invesp blog. You can also find more content and information on our YouTube channel.Connect with us on Google+ and twitter. You can also sign-up for our amazing new conversion tool absolutely Free! Visit FigPii for access to our new testing engine, heatmaps, exit intent pop-ups, unlimited resources, and other great features.

1. 4 Time-Tested Principles of
Psychology that Will Help You
Increase Your Conversion
Rates
By Khalid Saleh

2. Psychology is the “secret sauce” of
conversion rate optimization
You will persuade users better Your users will be happier and
get better margins

3. 1. Loss Aversion Theory

4. www.invespcro.com
Loss Aversion Theory
People will fight harder to prevent
a loss than to gain a reward

5. A free gift makes
customers feel like they
scored a deal with their
decision.
Tip

6. www.invespcro.com
Example: Free Shipping
A lack of free shipping is one of
the biggest reasons for shopping
cart abandonment

7. Asos clearly mentions its free
shipping policies right at the
center of its homepage

8. 2.FoMO (Fear of Missing Out)

9. www.invespcro.com
FoMO
Psychologists call this
phenomenon Fear of Missing Out
aka FoMO.

10. www.invespcro.com
• Researchers
put 10
cookies in
one jar
• 2 of the same
cookies into
another jar.
Conditions
• Users rate
the chocolate
chip cookies.Task
• Higher
ratings to the
cookies in
two-cookie
jar
Results
Study on scarctiy effect

11. www.invespcro.com
This shows people value
items that come in limited
quantities. “Act now while
supplies last” is a great way
to persuade customers.

12. Make it look like
customers might
lose out if they
buy the product
right away
Tip

13. Example
Winewoot makes user of
time limits to encourage
purchases

14. Users might think that since
there are only limited rooms
left, they are missing out on an
exciting deal.

15. 3. Instant Satisfaction

16. The brain lights up when
people picture instant
rewards.

17. Several Magnetic Resonance Imaging (MRI) studies have
shown that our frontal cortex – the part of the brain
responsible for reward and attention – is highly active
when we think of waiting for something.

18. Tip
Use words like
• Now
• Fast
• Immediate

19. People look for
trigger words

20. Assure customers that you
will give them what they
want as quickly as possible.

21. 4. Principle of Reciprocity

22. We want to give back to
people when they do us
a favor

23. Tips increased 3
percent when
customers were
offered after-
dinner mints

24. But when the waiters were asked to pause, look at the
customers and tell them the mint was specially for
them – tips went up by 20 percent!

25. Offer something
to your visitors for
free so that they
feel indebted to
you.
Tip

26. MrPorter.com started out as a
fashion magazine.
Turned out an e-commerce store.
Still publishes some of the best
men’s lifestyle content online

27. Baxtton magazine shares
interesting products and gadgets
and now offers readers a
selection of products featured on
the blog

28. Understanding
user psychology is
your superpower
to increase CRO

29. Read more great content on the
You can also find more great content and information on our and
Connect with us on and
You can also sign-up for our amazing new conversion tool absolutely Free!
YOU CAN FIND THE FULL ARTICLE
“4 Time-Tested Principles of Psychology that Will Help
You Increase Your Conversion Rates”
HERE
Invesp blog
Slideshare account YouTube channel
Google+ Twitter
FigPii

30. About the author
Khalid Saleh is an Amazon.com best-selling author, speaker, and co-founder of Invesp a
conversion optimization company.
Khalid is an in-demand speaker who has presented at such industry events as SMX, SES,
PubCon, Emetrics, Conversion Conference, ACCM and DMA, among others. A regular guest on
TV shows at the BBC, CCTV, and DpnTV and quoted in publications including Internet Retailer,
California Executive and Chicago Sun-Times, Saleh has more than 13 years’ experience in e-
commerce architecture, design and implementation. His work has helped generated an
average of 65% improvement in conversion rates for Invesp’s customers.
A pioneer in digital marketing and conversion rate optimization, Khalid is also a co-founder of
the first all in one conversion optimization software, FigPii; a software by marketers, for
marketers.
Follow Khalid
@khalidh
khalidhajsaleh