Using Behavioural Science to increase users’ motivation to buy.

In a previous article, we stressed the importance of why you need to start at the purchase stage and work backwards (if you haven’t read it yet, you can do so here), focusing first on optimising ‘owned’ channels closer to the point of purchase. And how by making improvements here you can remove any friction for customers, and better nudge them along their path to purchase – ultimately making it more likely that they’ll buy your product.

In this article, we’re going to look at the latter, nudging, and how you can boost conversions by looking at ways to increase users’ motivation to buy…

Specifically, we’re going to reveal how you can take advantage of psychological and behavioural factors that can influence consumer decision-making. Known as ‘Behavioural Science’, it’s something we’re passionate about here at Success Path. We’re just going to touch upon a few key principles in this article, but you can expect to see us cover plenty more within future resources and of course, behavioural science is baked into the Success Path product.

1. Scarcity – the fear of missing out.

This is arguably one of the most used psychological principles in the marketing world. Essentially, it’s to do with the fact that people value products more highly when they believe they are scarce.


Look at creating limits on time, quantity and distribution to affect how people perceive value. People are often consciously aware of when they are experiencing this principle but can’t help but act! It’s powerful stuff.

2. Social proof – everybody else is doing it

People will more likely do what you want them to do when they see other people doing it – it goes back to a primal survival instinct of fitting in, and it’s not going to change anytime soon!


Share customer testimonials, case studies, ratings, badges of trust, or statements that lots of people are already doing the desired behaviour, e.g. 52 people already have this item in their basket.

Stress the popularity of your product is a simple way to make it more appealing. And if you can do it in a way with messaging specifically relevant to the customer, you’ll have even more success.

3. Reciprocation – give and you shall receive

As humans, we’ve adapted to nurture positive social relationships, so when accepting gifts, we feel compelled to return the favour.


To increase the likelihood of getting something from someone, it’s actually a good idea to give them something or do something nice for them first. A free download, discount code, or exclusive access?

People will be nice if you’re nice to them first.

4. Consistency – Staying true to yourself

We act in ways that make us feel better about ourselves, doing things that create, maintain or build on our self-image.


Appealing to a person’s self-image or reminding them of their characteristics and values aligned with your goal, can increase the likelihood of them doing what you want them to do – i.e. make a purchase.

5. Authority – It matters who says it

We are heavily influenced by who communicates information and tend to invest greater trust in the opinion of an authority figure.


Be sure you are demonstrating knowledge, credibility, and confidence on your topic – educating the audience about your credentials is one way of doing this.

Another is selecting your messenger carefully. Remember, context and delivery matter just as much as the content. This is why the right influencers and endorsements can be so powerful…

There you have it, five key behavioural science principles that you can easily and cheaply apply to your owned channels, to help nudge people to purchase…

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