Influencing on the Web

We spend considerable amounts of time online, but what makes us visit some sites more than others? With more and more of our time being spent online it only makes sense to try and understand the ways in which we are being influenced online and how we can influence others.

Firstly, to influence someone you need to understand the way they think. By looking at simple psychology and patterns in the way people think, we are able to understand how the human mind works in order to influence and manipulate their thinking, and understand the ways we are being impacted by this.



1.Ratings and reviews completed by users

Showing ratings of the website or reviews completed by users encourages the viewer that the site they are viewing is trustworthy. These sites tend to appear more credible than advertisements on billboards and newspaper because we can read about what other people like us think about the product or service. This works even if it isn’t a tangible item being sold through the website. For example, if you want people to follow your blog, YouTube or twitter simply showing large amounts of followers will get more people to follow you or subscribe.

It works because of social validation. People like to know that what they are doing is accepted by their peers. And when it comes down to it, we more often rely on what other people are doing when we are confused about what we should be doing. We are more likely to do something if someone else has already done so. For this reason many top bloggers and YouTubers remain in their high rank.

2. Give something for free or discount something

Giving out something for free or discounting something makes the viewer feel that you have gone out of your way to do them a favour. As such, this person will feel like they owe something back to you, therefore are more likely to do something for you i.e.: purchase something of yours, or follow/subscribe to your account. This is the act of reciprocity and is often used in the sales approach of marketing i.e.: foot-in-the-door technique. It can be done by offering free shipping for the sale of items or allowing a free download of music or a book.

3. Express limitedness or scarcity

We all want things we can’t have. If there are a limited number of things, the item seems unique and its value increases in the minds of people. This makes people want to have that item to be unique and special. This also works when a limited time frame is put in place. This encourages people to think that they are getting a great bargain and therefore act erratically to get it. Think about www.1-day.co.nz and how they get people purchasing their items.

Many people are looking to understand how our minds work when we are online so as to get us to buy more and use more online. These are still powerful ways to influence people that you may now notice or maybe even use to your benefit.