I clicked on an abt.com PPC (pay per click) ad and this message caught my attention—
Notice the Purchasing from an unauthorized seller may invalidate your warranty text.
This is a very effective message for a PPC landing page. Why? Because the #1 objective of a PPC landing page is to prevent shoppers from hitting ‘back’ button (and reviewing competing ads). And that’s what abt.com’s warning message accomplishes.
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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.