7 Mind Tricks Every Ecommerce Brand Should Use
☕ The Growth Espresso Edition #104
🗓️ Wednesday, 12th Feb 2025
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
Alright, here’s the thing—people like to believe they make rational buying decisions. But the truth? Most purchases are driven by psychological triggers we barely even notice.
And no one breaks this down better than Robert Cialdini in his book Influence. If you haven’t read it, don’t worry—I’ve got you covered.
Cialdini talks about the hidden forces that make people say “yes,” from social proof to scarcity. And let’s be real—understanding these principles isn’t just interesting; it’s an absolute game-changer for eCommerce brands.
Because once you know why people buy, you can tweak your emails, product pages, and ads to make conversions almost effortless.
So in today’s edition, we’re breaking down the 7 persuasion principles from Influence and, more importantly, how you can apply them to sell more.
Let’s dive in. 👇
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1. Reciprocity – Give Before You Ask
📖 The Experiment:
In a classic study by Regan (1971), participants were paired with an experimenter’s assistant who, at one point, offered them a free Coke. Later, the assistant asked the participant to buy raffle tickets. Even though the tickets were much more expensive than the Coke, those who had received the free drink were twice as likely to make a purchase—demonstrating how people feel compelled to return favors.
🛍 Ecommerce Application:
• Offer free resources (guides, ebooks, templates) before pitching a product.
• Provide a discount in exchange for an email signup (“Get 10% off your first order!”).
• Send a surprise gift with a purchase to encourage repeat orders.
2. Commitment & Consistency – Get Small Yeses First
📖 The Experiment:
In the Foot-in-the-Door study (Freedman & Fraser, 1966), researchers asked homeowners to put up a small sign in their window supporting safe driving. Later, when asked to install a large, ugly billboard in their front yard, those who had previously agreed to the small sign were 4x more likely to comply—showing that once people commit to something small, they’re more likely to remain consistent with that behavior.
🛍 Ecommerce Application:
• Use “starter commitments” like free trials or quizzes (e.g., “Find Your Perfect Shade!”).
• Encourage wishlist additions, which later convert into purchases.
• Offer loyalty programs where customers earn points over time, increasing commitment.
3. Social Proof – Show That Others Love You
📖 The Experiment:
In a hotel towel reuse study (Goldstein, Cialdini & Griskevicius, 2008), guests were told:
• Generic message: “Help save the environment by reusing towels.”
• Social proof message: “75% of guests in this hotel reused their towels.”
Guests who saw the social proof message were 26% more likely to reuse their towels, proving that people take cues from others when making decisions.
🛍 Ecommerce Application:
• Show “best sellers” and highlight what’s trending.
• Use real-time purchase notifications (“Emily from New York just bought this!”).
• Display customer testimonials and influencer reviews to reduce skepticism.
4. Authority – Trust the Experts
📖 The Experiment:
In the famous Milgram Experiment (1963), participants were instructed by a man in a white lab coat to administer electric shocks to another person (who was secretly an actor). Shockingly, 65% of participants continued to deliver “shocks” even when they believed the recipient was in extreme pain—simply because they were following instructions from an authority figure.
🛍 Ecommerce Application:
• Showcase expert endorsements (e.g., “Recommended by top dermatologists”).
• Use data-backed claims (“Clinically proven to reduce acne in 2 weeks!”).
• Highlight press mentions and awards to boost credibility.
5. Liking – People Buy from People They Like
📖 The Experiment:
A study by Jerry Burger (1999) found that people were more likely to comply with a request if the person asking shared similar interests or background. This builds on the idea that people prefer to buy from those they feel connected to.
🛍 Ecommerce Application:
• Build a relatable brand voice (funny, inspiring, or mission-driven).
• Feature behind-the-scenes content of your team, making your brand more human.
• Personalize email and SMS marketing with the recipient’s name and preferences.
6. Scarcity – Limited Availability Increases Desire
📖 The Experiment:
In the Worchel Cookie Study (1975), researchers gave participants either a jar with 10 cookies or a jar with only 2 cookies. Even though the cookies were identical, people rated the scarce cookies as more desirable—proving that scarcity makes things feel more valuable.
🛍 Ecommerce Application:
• Add countdown timers for limited-time sales.
• Show low-stock alerts (“Only 3 left!”).
• Offer exclusive early access for VIP customers.
7. Unity – Create a Sense of Belonging
📖 The Experiment:
Cialdini’s “Shared Identity” study found that when participants were told they shared a birthday with another person, they were twice as likely to help them in a future task. This demonstrates that people trust and support those they feel a sense of belonging with.
🛍 Ecommerce Application:
• Create a community-driven brand (e.g., Glossier’s beauty community, Peloton riders).
• Offer exclusive membership perks to make customers feel like insiders.
• Use inclusive language: “Join 10,000+ happy customers!” instead of just “Buy now.”
Final Thoughts: Make Psychology Work for You
Understanding how people think can be your biggest advantage in ecommerce. By strategically using these principles, you can increase engagement, boost conversions, and build stronger customer loyalty.