In this week’s video, Sam looks at a simple trick to improving one of the most important metrics that any online marketer tracks – conversion rate.
In most cases, a small increase to your conversion rate can have a massive impact on leads/sales driven through the site, so it’s well worth doing all you can to improve it.
Hey guys, this is the first of our videos that has a psychology theme to it.
and today it’s about how one simple word can make large improvements to the response rate of your calls to action.
If you want to check out the study which I’m describing the reference is here, we’ve also got it in the description below if you want to go check it out.
Now, onto the bit you want to hear about.
The premise of the study was quite simple, someone would approach a stranger in a queue to use a photocopier and ask to cut in front of them.
When the person just asked the question “Excuse me, I have 5 pages, may I use the xerox machine?” they would get to cut in front 60% of the time.
However, if that question was changed to “May I use the Xerox machine, because I’m in a rush?” almost every single person allowed that guy to cut the queue.
That alone is an important thing to remember, if you give people a valid reason to do something they are likely to oblige you.
But, the next part of the study is even more interesting, you don’t even need a valid reason, just the word because.
When the researchers tried it with the question “May I use the Xerox machine, because I have to make copies?” They achieved practically the same success rate.
That’s the power of the word because.
One important thing to remember is that the request here was small, the person only had 5 copies, when the researchers tried the request with a larger amount of copies the rate of compliance without the word because was much smaller and there was no improvement when using the word because without giving a valid reason.
This study highlights two things, firstly the power of using the word because, and secondly how important it is to give people a reason to take action.
So if you want to improve the number of people that respond to your calls to action then make sure them a reason to do so, and preferably a valid one.
So if you found this video useful, don’t forget to subscribe to our Youtube channel for plenty more video marketing tips.
The mindlessness of ostensibly thoughtful action: The role of “placebic” information in interpersonal interaction.
Langer, Ellen J.; Blank, Arthur; Chanowitz, Benzion
Journal of Personality and Social Psychology, Vol 36(6), Jun 1978, 635-642. http://dx.doi.org/10.1037/0022-35188.8.131.525