From local brick-and-mortar businesses to global education companies, everyone wants to see revenues increase. However, a hyper-competitive online arena makes this challenging.

Yet thanks to timeless psychological triggers, there are foolproof methods to get an advantage.

Here are six powerful secrets discovered by psychologist Robert Cialdini that could transform your brand’s online conversion rates:

1. Reciprocity 

There is a principle of human psychology that goes like this: When someone does something for you, you will feel obligated to return the favor. This one simple truth is underrated yet very effective.

Take, for instance, the samples that companies hand out in grocery stores. Occasionally, you may feel obligated to purchase some amount of their product in return for receiving a free sample.

Brainstorm ways that you can provide free value to your online customers. If you have a physical business, you can think of “freebies” that complement their main product. And if your product is digital, the sky is the limit with potential giveaways — free consulting, access to limited content, and more.

2. Commitment / Consistency 

If you have a strong connection to your self-identity, this psychological trigger is almost unavoidable. In essence, this secret of persuasion discovered by Cialdini dictates that people will act consistently with their chosen identity.

Of course, identity can refer to being a parent, a child, a businessperson, a hero, a hard worker, or any other role. So, when designing your online marketing funnel, play into your audience’s highest level. Show them how purchasing your product can help them remain consistent with that.

3. Social Proof 

The third psychological secret that will assist you in supercharging online conversions is social proof. Cialdini’s research uncovered that people will often find you more credible if another person approves of you.

With regards to business, having testimonials or reviews from satisfied customers is like a cheat code. The prospect doesn’t need to do the hard work of determining whether or not you are legitimate. They can simply take it for granted that you are what you say you are.

4. Authority 

Previously, you learned about social proof. This persuasive method does touch on authority somewhat. But in the absence of social proof, you can also create authority in other ways.

For instance, getting a professional credential is one way to increase your online visitors’ trust in you. Furthermore, you can learn everything there is to know about your market or product. Your ability to connect hidden meanings between your product and your customers’ problems will allow them to trust your advice fully.

5. Likeability

One of the psychological secrets often overlooked is likeability. If your prospects don’t like you, your website, your sales agents, or something else, they often won’t buy from you.

Therefore, increasing conversion rate optimization is not just about the robotic performance of a few tactics. Aim to be friendly, understanding, and welcoming at every stage. Invest in design, layout, and copywriting that represents your brand in a positive light.

6. Scarcity 

That which is scarce is inherently perceived as more valuable, all other things being equal. This principle marks the final online conversion trick you should consider to boost sales for your brand. However, honesty is crucial.

If you genuinely have only “X” number of products left, then absolutely inform your audience. Similarly, if your free training is available for only three more days, make sure your potential customers are aware.

This strategy, like all others, should be employed ethically and judiciously. Remember, deceit can render all your previous efforts null and void.


There are more than just the “6 psychological triggers” mentioned above. However, these offer an excellent checklist to run through with design, marketing, and sales before publishing your digital content.

By applying these secrets, you can finally gain an edge in your market. Just make sure you’re creating transformative products and services that deserve this irresistible psychological backing.

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