6 Principles That Have an Influence On Human Behaviour
Persuasion is an especially interesting topic especially if you are a UX designer These principles are often used in web design to create better experiences and increase conversions. Some of them are more applicable, some or less.
This article is based on the research of Dr. Robert Cialdini and Steve Martin. These are principles, which you can use in absolutely every field. But let’s get started then.
1. Reciprocity – the need of returning the favour
You have probably felt that when somebody does you a favour then you kind of feel obligated to return it. Somebody might invite you to his private party or lend you a helping hand when you need it the most. This is the principle of reciprocity in action.
Several studies done in restaurants have shown that we give more tips when something else is brought with it. It might be a candy, a cookie or a simple beverage.
Studies show that when the check is given to us to the table with a single piece of candy, the tips increase by 3% and two candies increase the tips by 14%. Things get really interesting when you add the element of surprise to the mix.
If the waitress gives you just a single piece of candy, goes away for a bit, returns and says “hey guys, I like you a lot, here’s another piece of candy” then tips increase by a whopping 23%!
Remember: It doesn’t matter what you give, but the way you do it. Be the first one to make this gesture, be genuine and let it come as a surprise. It will be worth it.
2. Scarcity
People always want what they can’t have and the yard is always greener on the other side. Jokes aside, scarcity is also the reason why so many daily deal (Groupon, Cherry etc.) and travel sites show such good sales results. Our brains are hardwired to act when we see that an offer we care about is about to end.
When British Airlines announced they are ditching Concorde flights between London and New York, they experienced a rapid sales spike. When you are booking a hotel room at booking.com and see several people looking at the same hotel and people are booking rooms, then you are also much more likely to act.
Remember: Besides the benefits, it is also worth highlighting what makes your offer special and what people will be missing out on if they don’t act now.
3. Authority
We are hardwired to trust people who wear a uniform or have impressive achievements. For example, when we visit a doctor and he or she has a number of diplomas on the wall, we automatically think the person is an expert.
When we see someone with a uniform, we often comply without even thinking if the man in the uniform is really who he claims to be.
In one study the administrator was asked to highlight the experience and skills of the company’s realtors. This lead to a 20% increase in booked appointments and 15% more deals. Not bad, eh? Just think how much you could improve your results by implementing this simple and free technique.
Remember: Before you try to influence people, make sure they see you as a trustworthy and reliable person. It would be best if the introduction is done by someone they already trust and respect.
4. Consistency
A study was done in a small town where researchers wanted to know why people in one part of town were 4 times more likely to allow a billboard in front of their house and why people in the other had a much more negative attitude about it.
It turned out that the people in the first part of town were contacted before the campaign and had allowed to put a postcard with the campaign’s message on their window. This little act made them much more likely to say a bigger yes later in the campaign.
Remember Always start from smaller commitments first and work your way up from there.
5. Liking
Likable people are much harder to say no to. As a general rule we like people similar to us, have the same interests and beliefs, do sincere compliments, and are willing to work for a common goal.
There was a study where several MBA students were divided into two groups and given different information on how to approach a negotiation. The first group was told to go in heavy and start the negotiation process straight away, because you know, time is money. Only 55% of the students succeeded in coming to an agreement.
The other group told to take things slow and get to know the other side before starting the negotiations. Of that group a staggering 90% came to a agreement!
Remember: Find similarities with people you are communicating with and get to really know them. Find out what they like and be sincere. That way you can be sure they take a more positive approach to your ideas and wishes.
6. Consensus
The behaviour of our peers also affects us. People are more open to outside influences if they are not sure of their decisions.
An example. Hotels have a lot of trouble with the low reuse rate of their towels. Although they have stickers saying that you should reuse to save the environment, the message doesn’t work. But they did know that 75% of people, who stay for more than 4 nights, reuse at some point.
They wanted to know what happens when the message is slightly changed and peer pressure is added to the mix. So they made two different versions of the same text.
- „75% of hotel guests reuse their towels, please do the same.”
- „75% of guests who stayed in THIS room reused their towels, please do the same.”
The first variation made 26% of visitors to reuse their towels, but the second one topped it by 7%. An overall improvement of 33%! And all it told the guests was how other people used their towels in the same room. This caused them to act the same way others did because they wanted to see themselves as a part of that group.
Remember: If you want to persuade people then tell them that others are doing the same all the time. Social pressure and the need of belonging are very strong motivators.
So what now?
The use of persuasion psychology is an essential part of modern UX design. You can see parts of it implemented in many popular websites and online stores. If you want great sales results then you need to know the psychology behind it.
If you want to start experimenting with these principles then I suggest doing it through A/B testing. There is never a point in implementing everything at once, so take it slow.
If you want to know more about the topic then do stay tuned for more. We will soon be writing a more in-depth article about PET (persuasion, emotion, trust) design and the methods behind it. We also have a bunch of other articles in the works.
