If you’re looking to raise your web design prices, then you’re in the right place! In this blog post you’ll learn what consumer psychology is, how you can implement it into the websites you design, and how that will allow you to charge more for your services.
Post updated: January 9, 2020
You’ve landed a new client – woohoo! What’s the website going to look like? I’m sure you have some ideas buzzing around in that creative brain of yours but let me add another idea for you to ponder on.
Whatever the website looks like, make sure that it’s designed using consumer psychology!
What is consumer psychology?
Consumer psychology is the study of why and how shoppers purchase some products and don’t purchase others. Literally, millions of studies have been run to determine why consumers prefer one brand or product over. This information not only helps businesses influence their customers to purchase certain products or services but it also can help you, as a web designer, grow your business.
Before we dive into the HOW part of that statement above, let’s talk about consumer psychology a little bit more (because I’m a sucker for it).
Examples of consumer psychology being used in stores
As I mentioned before, there has been a lot of research done on consumer behavior and tons of those studies have been done in ordinary stores to see what influences customers to purchase the products they put into their shopping carts. Below are a few examples you probably haven’t heard before but will keep in mind the next time you go shopping.
People have a tendency to purchase a product that is at eye level. It’s convenient and it’s the first thing we see when we stop to grab something off the shelf.
Grocery stores in particular use this to their advantage. The next time you’re in the grocery store, look at the product that is at eye level. Is it the cheapest option for the product you’re interested in purchasing? Chances are, it’s not. Grocery stores tend to put the most expensive brand or product at eye level because they want you to spend as much money as possible.
Have you ever noticed that commercials on TV don’t sell you a product or service? Right now you may be thinking, “You’re crazy! All commercials sell a product or a service. Should I even be listening to you right now?“
The next time you watch a commercial, really listen to what they’re saying. Yes, commercials are aimed to sell more of a product or a service but how are they actually doing that?
Commercials connect with your emotions and sell solutions to problems.
Companies know that one of the best ways to sell a product or service is by connecting with your emotions. A majority of commercials present to you a problem you have (or may not have but think you have after watching the commercial) and then provide you a solution to that problem through their product or service.
Take pharmaceutical commercials for example, they don’t just talk about the disease or ailment that someone has and then say, “this medicine can help.” They show in videos and describe in words the issues related to the disease in detail so they can connect with your emotions. They talk about how the issue affects your personal relationships, your job, your exercise routine, the way you see yourself, the way other people see you. Then they describe what life would be like without those issues in the same amount of detail.
Another example are the ASPCA commercials. Personally, I have to change the channel every time one of those comes on (and that’s why I didn’t link it here) but that means the commercials are doing their job. Those commercials evoke sadness and make you believe the only way to eliminate the sadness is by donating to the ASPCA or rescuing an animal from a shelter.
How can you use consumer psychology on your client’s website?
Now you’re probably wondering how you can implement consumer psychology into the websites you design. Let me give you some quick tips!
If your client is trying to sell a product or service through their website (which they should be doing regardless of their business), you need to place those services in front of your visitors’ eyes in a way that makes them want to continue learning about it.
Stop assuming that people will find their way to your sales page. Guide them to your sales page in the same way that grocery stores guide people to purchase the most expensive products.
Connect with Visitor’s Emotions
While you may not be a copywriter, make sure your client’s website isn’t just explaining the features of their product or service. The copy needs to connect with their ideal customer’s emotions first and then sell them on the product or service being the solution to their problems. If you design a website that doesn’t have converting copy, your client won’t see nearly as high of a conversion rate as they should.
how can implementing consumer psychology in your client’s websites benefit you?
Now to the good part! Implementing consumer psychology into your client’s websites can help YOU make more money. Yes, you read that correctly. While your client will make more money because of the strategies you implemented into their website design, YOU can also make more money for 2 major reasons.
1. You can raise your prices. When you provide a high quality, high-converting service then you should charge for it! That means, instead of designing a pretty website for 500 buckaroos, you can charge $2,000 easily because your client is going to see such a high ROI (return-on-investment).
2. Your clients will send you more referrals. A website that uses consumer psychology will also be a high-converting website that makes your client more money. What does a client who sees their revenue increase do? Praise you! Showers you with referrals!
Not only will you be doubling or even 4xing your prices but you’ll have more leads and more potential clients. Winning!