Social Media Marketing Podcast Applying Behavioral Science for Improved Conversions
33 snips
Oct 23, 2025 
Join Richard Shotton, a behavioral science author and consultant, as he unveils the secrets of improving conversions through psychology. Discover how cognitive biases like social proof influence buying decisions and why higher prices can elevate perceived quality. Learn about clever strategies like decoy pricing to nudge customers toward annual subscriptions and how breaking prices into smaller units enhances perceived value. Richard also shares insights on the importance of making effort visible and how admitting flaws can actually strengthen a brand's image.
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People Use Fast Heuristics To Decide
- People make most decisions quickly using mental shortcuts rather than deep deliberation.
- Marketers should design for these heuristics because people are 'cognitive misers'.
Break Prices Into Concrete Units
- Break prices into the smallest, most concrete units to increase appeal.
- Present costs as daily or monthly amounts rather than a large annual total.
Use Stepped Pricing To Exploit Present Bias
- Use stepped pricing and low introductory rates to exploit present bias.
- Schedule price jumps later so immediate cost feels smaller and boosts sign-ups.
