{"id":6110,"date":"2021-11-29T09:00:00","date_gmt":"2021-11-29T08:00:00","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=6110"},"modified":"2024-12-18T09:28:10","modified_gmt":"2024-12-18T08:28:10","slug":"drive-sales","status":"publish","type":"post","link":"https:\/\/www.sortlist.com\/blog\/drive-sales\/","title":{"rendered":"How to Use Confirmation Bias to Your Advantage and Drive Sales"},"content":{"rendered":"

Confirmation bias refers to our tendency to recall, favor and remember information that aligns with our own values. In essence, we are more likely to support businesses or favor ads that confirm our beliefs than those which do the opposite.<\/p>\n

Recall the last time you saw a new product from big brands like \u201cApple\u201d or \u201cTesla\u201d. Our instinct is to immediately associate them with \u201cquality\u201d or \u201cexcellence\u201d\u2014or whichever aligns with our experiences and what we\u2019ve seen or heard from the brand. <\/p>\n

This is confirmation bias<\/strong> in action. <\/p>\n

Now, how can you use confirmation bias to drive sales<\/strong>? Here are some sales strategies and examples that will set you on the right path.<\/p>\n

1. Create a Gorgeous Homepage for a Positive First Impression<\/h2>\n

First impressions matter, especially when you market and sell products, tools, or resources. You\u2019ll want to build a positive perception of your brand to pique people\u2019s interest and encourage them to purchase from your business. <\/p>\n

For eCommerce<\/a> brands, creating a gorgeous homepage should be the focus of your marketing plan<\/a>. If first-time visitors view your brand favorably from the start, they\u2019re more likely to have a good impression of the products you offer. <\/p>\n

Take for instance business communication platform Slack\u2019s homepage. They have the ambitious words “Slack is where the future works”\u2014on the front of their homepage. <\/p>\n

This aligns with the tool\u2019s ability to empower remote and in-house employees. In addition, they have a picture of their platform beside prominent CTA buttons with words like, “Try for Free” and “Sign up With Google”. <\/p>\n

\n
\"slack
From Slack<\/a><\/figcaption><\/figure>\n<\/div>\n

At the bottom, you\u2019ll find logos of top companies which use their service such as FOX, Intuit, Lonely Planet, Target among others. By looking at these logos<\/a>, viewers will be amazed to learn the top companies which use their products or services. <\/p>\n

If you require some help with designing your homepage or website, take a look at some qualified web design agencies<\/a> who can help you out. <\/p>\n

2. Have a Referral Program to Get New Customers<\/h2>\n

Referral programs<\/a> incentivize current customers to recommend your products and services to their peers. When the referred friend ends up buying from the company, customers can receive rewards like discounts, freebies, and coupons. <\/p>\n

People are more likely to believe referrals from their friends and family, which is why referrals are so effective. <\/p>\n

In fact, Referralcandy found that people pay 2x more attention<\/a> to recommendations from friends. <\/p>\n

\n

Likewise, 92% of consumers trust recommendations from people they know. <\/p>\n<\/blockquote>\n

These numbers show that people are biased towards brands and products that people in their network favor. As such, referral programs are an effective customer acquisition strategy. <\/p>\n

Because our loved ones trust and believe in a particular brand, we\u2019re more likely to follow their example and have the same beliefs too. <\/p>\n

For example, Love Wellness\u2019 referral program encourages brand advocates to refer their friends. Then, when referred friends make their purchase, they can get $20 off. Likewise, brand advocates can also get $20 off their next purchase. <\/p>\n

\n
\"love
From Really Good Emails<\/a><\/figcaption><\/figure>\n<\/div>\n

3. Use Testimonials and Product Reviews to Drive Sales<\/h2>\n

During a customer\u2019s decision-making process, they want to know whether the product or service is worth it. Hence, they look for supporting evidence like testimonials<\/a> and product reviews to affirm their likelihood to purchase.<\/p>\n

That\u2019s precisely why 92% of shoppers<\/a> check testimonials and online reviews when considering a purchase. Similarly, 72% of consumers<\/a> state positive reviews and testimonials can boost their trust in a business. <\/p>\n

Having testimonials and product reviews can significantly impact conversion rates<\/a>. Under the influence of confirmation bias, people will tend to think, \u201cIf these companies or people like the product or service, then I\u2019ll probably like it too.\u201d<\/p>\n

Beauty brand Soko Glam\u2019s homepage has reviews and testimonials with positive quotes from consumers who use their product. The five-star rating and reviews show what an average customer can experience with the brand.<\/p>\n

\"\"
From Soko Glam<\/a><\/figcaption><\/figure>\n

Positive feedback from past customers reinforces the idea that buying your product is the right thing to do. <\/p>\n

To get testimonials and product reviews, a good tip is to send an email<\/a> that reminds customers to give their feedback.<\/a> However, instead of sending individual emails, you can leverage cold email software<\/a> to reach out to multiple customers simultaneously and solicit their feedback more efficiently. <\/p>\n

Increase response rates by offering incentives such as coupons or discounts. That way, you can increase the number of reviews across all product pages and encourage more people to try the products you offer.\u00a0<\/p>\n

Take it a step further and use customer feedback to improve your overall product experience. Using product experience management software you can interpret data from customer feedback and gain insights <\/a>that could improve your customer experience. <\/p>\n

4. Make Your Brand Relatable<\/h2>\n

When people identify with a brand, they say phrases like, \u201cThis is the best brand for me!\u201d or \u201cI feel included in the XYZ brand\u2019s message\u201d. <\/p>\n

In hindsight, these words are a sign that our biases have been triggered. Because confirmation bias<\/strong> relies on our customers\u2019 beliefs, values, and expectations, we want our brand to be relatable for our target audience. <\/p>\n

To get this done, we highly recommend understanding the profile of your target consumers<\/a>. Who are your current customers? Why would they buy from your brand? When would they use your products? The answers to these questions should be the basis for your brand\u2019s image<\/a>, visuals, and campaigns. <\/p>\n

For example, Fenty Beauty – founded by Rihanna – has the tagline \u201cBeauty for all\u201d. Regardless of a woman’s race or skin tone, they want them to feel included. That’s exactly why their products come in a variety of shades. They even post photos of women, from racial and cultural backgrounds,  applying their beauty products to reinforce their brand\u2019s main message<\/a> and inclusivity.<\/p>\n

\n
\"instagram
From Instagram<\/a><\/figcaption><\/figure>\n<\/div>\n

Utilizing imagery that resonates with your target audience, confirms their bias and proves that you\u2019re the brand for them. <\/p>\n

5. Highlight the Positive <\/h2>\n

Focusing on the solutions and benefits that your brand offers will put you in a positive light. It could also trigger consumers to have a favorable perception of your brand and drive sales<\/strong>.<\/p>\n

Not surprisingly, people want to hear about the good things you can offer, rather than focusing on problems. <\/p>\n

Glossier’s product page has a \u201cWhy It\u2019s Special\u201d or \u201cGood to Know\u201d section. While consumers may have stumbled upon the page because of the product name or photo, their positive perception is reaffirmed with a bulleted list featuring the reasons why they should purchase the product. <\/p>\n

\n
\"\"
From Glossier<\/a><\/figcaption><\/figure>\n<\/div>\n

Focusing on the benefits you offer lets you position your brand as the solution and drive sales<\/strong>. You can confirm their expectations and let them know that you have what they need.<\/p>\n

6. Praise Existing Customers for More Sales<\/h2>\n

Customer-related interactions are usually transactional in nature. <\/p>\n

Rather than letting salespeople engage in tiresome conversations, they could improve the experience by complimenting your prospects. <\/p>\n

Train your salespeople and marketers<\/a> to compliment customers as they make their way across the sales funnel<\/a>. Send a thank you message or tell them “good job” after finishing a tutorial video. If possible, show the results they\u2019ve generated after using your products and services and congratulate them for their wins. <\/p>\n

Giving compliments and genuinely saying thanks<\/a> helps reaffirm that you\u2019re the ideal business to work with. However, you shouldn\u2019t overwhelm them with too many praises, or it\u2019ll seem like worthless and insincere flattery. <\/p>\n

Take for instance Airbnb which sends a thank you message to its hosts. They have a personalized highlight reel to display customers’ successes. This inspires hosts to keep using their service and to encourage their friends to host too. <\/p>\n

\n
\"\"
From Really Good Emails<\/a><\/figcaption><\/figure>\n<\/div>\n

7. Test Hypotheses for Sales Analytics<\/h2>\n

There are many strategies to trigger our customers\u2019 confirmation bias.<\/p>\n

For example, price-based incentives like discounts, cash, or coupons are assumed as effective customer acquisition tactics. But are these incentives actually worth it?<\/p>\n

Consider SimCity 5\u2019s pre-order incentive which had a $20 off discount.<\/p>\n

\"\"<\/p>\n

The treatment group had no incentive.<\/p>\n

\"\"<\/p>\n

Results revealed that the version with no pre-order incentive increased conversions by 40%. It seems people just wanted the game and the offer didn\u2019t matter.<\/p>\n

This example proves testing is crucial to confirm our own beliefs. It also helps us determine alternative methods to attract customers. If you’re looking for innovative strategies, consider reaching out to a web design company in Germany<\/a> for expert advice.<\/p>\n

\"\"
\n\"\"<\/p>\n

Using Confirmation Bias for Sales Strategies<\/h2>\n

Confirmation bias<\/strong> can play a big role in the success of your business if you know to use it to drive sales<\/strong>. <\/p>\n

Make a good first impression by having a gorgeous homepage that puts your products and services in the best light. Have testimonials and product reviews that prove the benefits of your products. Highlight the advantages of using your products to affirm their expectations. <\/p>\n

For the best results, we recommend setting up your own referral program too. That way, brand advocates can spread the word about your products and services. This is a lot more believable than sponsored ads and messages. <\/p>\n

Here\u2019s to hoping these strategies have helped you use confirmation bias the right way to drive sales.<\/p>\n","protected":false},"excerpt":{"rendered":"

Confirmation bias refers to our tendency to recall, favor and remember information that aligns with our own values. In essence, we are more likely to support businesses or favor ads that confirm our beliefs than those which do the opposite. Recall the last time you saw a new product from big brands like \u201cApple\u201d or […]<\/p>\n","protected":false},"author":138,"featured_media":6123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_show_comment_boards":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[45],"class_list":["post-6110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales"],"acf":[],"yoast_head":"\nHow to Use Confirmation Bias to Your Advantage and Drive Sales<\/title>\n<meta name=\"description\" content=\"How can you use confirmation bias to drive sales? 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