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Priming is a cognitive bias that create associations in our mind.
All because of subtle visual or verbal cues.
E.g. When you read the word "Blue", you may think about the sky.
Or the sea.
Here's how you can ethically apply priming to increase conversion:
1) Prime Product Value
Blinkist set the context of their product.
They prime you on the value:
You can get the best of books + podcasts in 15 mins.
It's clear.
The user knows what to expect.
15 mins is all they need.
Set clear expectations with your users.
2) Use visual priming
You want to make the user excited about what is to come.
Use imagery to set the scene.
Make the user consider the possibilities.
Deliveroo shows you a delicious looking taco.
It whets the appetite.
And gets you in the right mode for tasty meal.
3) CTA Priming
Use priming next to CTA buttons to signpost what is to come.
This all primes the user to a smooth and easy experience.
It overcomes objections.
And it will also make your visitors more likely to convert.
4) Be careful what language you use
Don't create negative connotations.
You may think adding a sign-up form:
"100% privacy - we will never spam you" is good.
But it caused 18.6% less signups for ContentVerve.
Use language that creates the positive associations.
5) Use Permission Priming
Before making a big ask, prime the user.
Notifications are your main way to communicate to an app user.
You get one chance for a user to agree to native Apple notifications.
Use permission priming like Etsy.
If they say no, you get another chance.
6) Use contextual walkthroughs
These are great for a new user.
They set the context for which features to use.
And educate the user what they need to know to reach a goal.
Zendesk nicely primes you on how to easy it is to get start managing your customer service.
7) Use trust and security signals
Trust is a big factor in conversion.
Prime your users around feeling secure.
Use familiar security icons.
Leverage Social proof.
Be associated with trustworthiness.
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