I felt I had seen every tactic possible to goose email signups (example, example, and example). Then I saw this clever tactic on basspro.com. Below their main advertisement banner they have a giant SOLD OUT! sign for a $10 catch of the week item—
A naive person would think it’s silly to waste so much homepage real-estate promoting an item shoppers can’t even buy (it’s sold out). But basspro.com isn’t naive, they understand human psychology and know shoppers hate the idea of missing out of something (even if they weren’t really interested in this particular item). Basspro.com isn’t advertising a sold-out item, they’re advertising a solution for shoppers who never want to feel like they’ve missed out on a deal. That’s what they’re using this vital homepage real-estate for.
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from "I'm interested" to "That's it, I'm pulling the trigger". We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.