Psychological Triggers That Convert Users To Buyers

Insights, Tips & Tricks

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psychological triggers
As a retailer, you most likely don’t have a degree in psychology.  However, many successful brands and retailers lean on psychological triggers to attract potential customers.  
Every individual has certain mental triggers that influence their actions to buy. The idea that all humans avoid pain and seek pleasure is the foundation for everyday consumer behavior.
In an effort to add pleasure to your audience’s user experience, the actions a brand can take can be on a high scale or very subtle.  As an online retailer, your duty is to figure out what positively drives customers and what they react to. The combination of physiological triggers and successful marketing will ultimately help convert users to buyers.
Here are a few key points to consider.


Personalization has been a trend in marketing for the past decade. Large companies and corporations are investing a lot of money in personalizing their products and services for consumers. Research from Econsultancy found that 93 percent of companies see a boost in conversion rates from personalization.

A perfect example of personalization is NIKEiD. Where a consumer can customize his favorite sneaker to his own style.

personalization psychological trigger

Selective Options

In general, we love having choices.  However, past consumer behavior contradicts this mindset.  Having too many options to pick from can lead to choice paralysis and will negatively hinder the shopping experience.  Unless the user has a specific product in mind, the abundance of similar options can be quite overwhelming.
For example, visualize going to the grocery store and trying to pick out the best peanut butter in the assortment of 5 shelves worth of the same product just different brands.  All are slightly different but ultimately the same item.
This holds true to be the same for e-commerce sites that are cluttered with products. Sometimes less is far more productive.
The choices featured should be unique, avoiding similar products with little variations.  The fine-tuned selection will also make it easier to communicate a call to action to the audience while using specific psychological triggers.

Create Social Proof

As much as everyone wishes to be unique, we tend to follow the crowd. This is highly the case for retail and can be one of the most important concepts to grasp for marketing your platform.
Testimonials, product reviews, and ratings are all major leverages, especially for e-commerce sites.

“If you can get people who are similar to the person you’re trying to persuade to speak on your behalf, it’s a lot easier for you than if you have to try to hammer your message one more time into a reticent mind.”

Robert B. Cialdini
Social proof can be partially based on shares and likes through social media, but influencer marketing is one of the leading, and rapidly growing, ways to create that comfort for users.  
The gap between a new user and a sale can be the bridge through familiarity with these online figures.

Tell a Story

Storytelling is a key ingredient to connecting to the users’ emotions.  We have been telling stories for thousands of years to connect with one another on deeper levels. Giving the users a peek into what built your business will create psychological reactions, activating trust and empathy.
To share your story can be much more than a blurb on a page of your e-commerce site.  It can also be achieved through everyday content and every product shared. Check out a perfect example of Land Rover below:
An epic story is combined with spectacular scenery and real people’s honesty.
The video is accompanied by a
blog post that features a timeline of Land Rover. Storytelling at its finest, with emotional detail.

How to apply to your content?

While these ideas sound simple, they may be more difficult to execute without the right direction.  Interactive content is an innovative solution that enables retailers to own their consumer journey.
Shoppable images and images help streamline the checkout process, along with navigating users to products they are actually interested in based on the content displayed.  
In the end, content is a key factor in connecting to your audience and hitting those psychological triggers. Why not elevate it to the next level?
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