Robert Cialdini, renowned psychologist and researcher, has identified seven principles of persuasion that can also be effectively applied to the e-commerce sector to formulate an attractive commercial proposal. Here are the seven principles:

• Reciprocity: People tend to return a favor, so providing customers with free samples, discounts, or gifts could incentivize a purchase or recommendation in return.
• Commitment and Consistency: People prefer to remain consistent with what they have said or done in the past. An example would be to invite customers to add a product to their cart or wish list, so as to increase the chances of them completing the purchase later.
• Social Approval : People tend to make choices they see others making. This is why customer reviews and testimonials are so important in e-commerce.
• Likeability: People tend to be influenced by those they find attractive or those they feel good about. Personalizing the user experience by making your brand’s tone of voice friendly can help.
• Authority: People tend to obey authority figures. You can use this principle by highlighting experience and expertise in your field.
• Scarcity: People place greater value on limited resources. Highlighting the limited nature of a product or offer can lead to an immediate purchase.
• Unity: People feel more attracted to groups or individuals with whom they share a common identity or experience. Strengthening a sense of belonging or sharing can positively influence the user’s purchase intention.

How do they work? How do they apply to a site? Prof Fabrizio Barbarossa explains it to you in this lesson of “The Prof’s advice” .