At the same time, that commitment brings an idea of coherence. In other words, the customer's behavior is guided by the previously established commitment.
In marketing, it is a mental trigger frequently used for leads and customers to make a commitment to the company, which directly impacts the business's conversion rate.
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So, keep reading and learn how to use the enemy trigger commitment and coherence.
What is the mental trigger of commitment and coherence?
The mental trigger of commitment and consistency is a persuasion technique that shows us that when an individual proposes an action, whether taking a free trial or adding a product to the cart, the tendency is for them to complete the purchase.
Such behavior occurs because we, as human beings, have a need to be evaluated as coherent.
An individual will only buy your solution if this transaction has a certain coherence, as this will create a commitment at the time.
With this in mind, when talking to a potential customer, make it clear that you pay attention to what is being said and show that you have the exact product or service for the pain they have.
Below, you can see great examples of the mental trigger of commitment and coherence.
How to use the commitment and consistency trigger?
The engagement and consistency trigger can be used in a variety of ways, including through remarketing . For example, when a customer adds a product to their cart but doesn’t complete the purchase, you can remind them that the item is still there.
There are other ways to get potential customers to make small commitments to your company. Some of the main ones include:
downloading an e-book;
leaving a comment;
following your brand on social media ;
sharing content;
registering for a webinar .
The likelihood of these individuals moving forward in the sales funnel, as they perform small actions, is high.
After all, little by little, you gain the trust of these people. And, since they have the desire to be consistent, somehow, they will end up completing the order.
Additionally, follow these other tips to increase your conversion rate with the commitment and consistency trigger.
1- Know your persona
The persona (fictional representation of a company's ideal customer) is built based on true data about customers, such as:
personal stories;
motivations;
objectives;
challenges;
concerns.
With this in mind, it becomes easier to apply the commitment and consistency trigger, as your business gains more clarity about the type of material you need to reach your audience.
Additionally, building a persona is useful for defining the tone and style of your content, the topics you should write about for your audience.
In short, this is an important stage in your business, as it helps you create your marketing strategies based on your target audience.
Want to know more? Watch and learn how to create your persona:
3- Start with something small
At first, avoid giving the client too much power. Start spain business fax list small and let them reveal their own reality. This way, you will get a clear and successful train of thought.
3- Do A/B testing
A/B testing consists of presenting two pieces of the same content, but with small changes in one variable.
In practice, you can change some content, image or even some functionality.
The idea is that you share two slightly different versions to your audience during a testing period and then evaluate which one performs better, which you use as a benchmark.
This experiment is valid because it helps you understand what is best accepted by your customers.
“Give me an example?” Of course!
Suppose you thought of the following campaign as a strategy to trigger commitment and consistency:
“You won't lose anything with the purchase, if you don't like it, you can ask for your money back within 7 days.”
To use A/B testing to your advantage, you need to send the message above to a portion of your audience and, at the same time, distribute another version to another portion of the audience. Something like:
“You won't lose anything with the purchase, if you don't like it, you can ask for your money back within 30 days.”
Do you notice that the trial period has changed? Then, from there, you can check which limit is most acceptable to your audience.
What if the commitment mental trigger shows low conversion?
The first thing you should do is not give up on your goals. After all, there are other types of mental triggers that you can apply to your marketing strategy. Here are just a few possibilities:
Scarcity mental trigger: how do big brands apply it?
Mental trigger of curiosity: 13 tips to convince the customer!
Mental trigger for pain and pleasure: check out 2 powerful techniques!
Additionally, review your strategy and identify whether you convey value to your audience. How so? We explain!
Creating genuine value is one of the main premises of marketing, according to Philip Kotler , one of the main references in the segment.
Therefore, adding value to what you offer in your business makes your solution more valued by customers, achieving the long-awaited competitive edge .
In general, these are some possibilities to create value for your audience:
quality of service;
conditions of your point of sale;
price offered;
post-sales customer relationship ;
quality of product or service.
Speaking of the quality of your solution, if you are a content producer, consider working with tools that are practical, fast and offer great resources for your audience.
This way, it will be easier to increase your conversion rate.
