Marketing and psychology: the biases that guide the minds of your customers Cognitive biases: how they work Conclusion Today, in 2020, email is still one of the most effective marketing channels, but when it comes to designing an email that converts, a big part of the equation is planning. content design and structure. And the only real secret that you have to respect is that in addition to being a marketer, you also have to be a bit of a psychologist. Today we'll discuss psychology applied to marketing to learn how to tap into common patterns of the human mind's response to stimuli. Knowing these patterns of user behavior, called cognitive biases, will allow you to guide users to your CTA, thereby increasing your email conversion rates. Marketing and psychology: the biases that guide the minds of your customers The human mind has the ability to react to external stimuli within seconds.
Here is the mechanism: the brain filters the information it receives, processes it and gives it meaning; then it responds to the stimulus with a behavior that is generally predictable . In fact, people act on the basis of cognitive biases that they use to interpret the information gathered. These judgments are not logical and often lead to misjudgments, but Image Masking Service there are simply too many stimuli and options available to the brain, so it uses shortcuts , practical solutions to make decisions in a short time. time. What interests us here is how predictable behavior can be controlled or guided . Marketing psychology can be applied to texts, using the persuasive levers of copywriting (theorized by Robert Cialdini), or to design , by integrating the most common cognitive biases in the design of platforms,
landing pages or business models. emails. The part concerning the design is really very interesting in email marketing, because it includes both the layout of the contents (texts, images, videos, ...) as well as the choice of the layout ( column single, multiple or hybrid), reading patterns ( Z pattern, F pattern, Gutenberg diagram, …) and colors (there are very interesting studies on the subject). The goal of the email design process is to make reading an email a memorable experience. Cognitive biases can help you do this. The Principles Underlying How the Consumer's Mind Works All people are unconsciously inclined to develop the following behaviors: favor simple and clear information look for patterns to classify information risk of escape avoid loss stay consistent have peer approval.