In order to convert demand in ecommerce, marketers must understand the principles that explain why people say ‘yes’. This chapter outlines Cialdini’s six principles of persuasion and how they can be put into action throughout the customer journey, including:
- Authority: What kinds of signals add credibility to the product or service on offer and can reassure customers?
- Social proof: Why is social proof so powerful, and how can businesses demonstrate it on their websites?
- Reciprocation: How does the idea of reciprocation come into play in an online customer journey, and how can brands harness it?