Behavioural psychology, the science of understanding human decisions and actions, is not a stranger to marketing. However, are we doing enough to utilise it in our eShots? By harnessing its characteristics, we can drive greater engagement, fostering a deeper connection with our audience in our eShot campaigns.
The art of button positioning
The role of interactive elements of an eShot such as buttons, especially those attached to calls-to-action are often underestimated. Placement of these elements is absolutely crucial on how significant they can become in ensuring users interact with your eShot or not.
When placing interactive elements, you should visual patterns of the human eye. Let’s explain this further. Whatever they are looking at, human eyes are automatically drawn to certain areas. When it comes to reading, visual studies have identified two patterns of reading: F and Z.
The F-Pattern usually relates to readers of text-heavy websites such as blogs. The reader will typically scan vertically down the left-hand side of the page, picking out keywords in the initial sentences of each paragraph.
The Z-Pattern is applicable to pages that aren’t centred on the text, so this is more relevant to our eShot button placement. The reader will first scan a horizontal line across the top of the page and when it reaches the end of this line, they will scan their eyes down and to the left, before repeating the horizontal scan, this time at the lower part of the page.
Now of course, we cannot guarantee this reading habit 100 per cent of the time, but it does give us a good indication of where the reader will look. Placing our call-to-action buttons in ‘prime’ spots on our eShots gives us a much better chance of engagement. Why not try it out and check out the results?
Something else to consider when positioning your interactive eShot buttons is the Gestalt principle of proximity. This principle suggests that things that are closer to each other appear more related than things further apart. With this principle in mind, it would seem that placing your buttons nearer their related content will have a more positive impact on the reader, who will then place more importance and relevance on the button, thus increasing the likelihood of engagement.
The power of words
Beyond the visual elements, the power of language must not be overlooked. Persuasive content is not just about showcasing your product or service, it is about narrating a relatable story for your audience. Words that trigger emotion or urgency, such as ‘exclusive’, ‘limited time’, or ‘before it’s gone’, can significantly enhance engagement.
However, it is crucial to avoid overly aggressive language. The theory of psychological reactance indicates that people tend to resist when they feel their freedom is being constrained. Therefore, we recommend that you maintain a balance with positive, inclusive language to gain your reader’s trust.
Compelling calls to action
The call to action is the centrepiece of your eShot. Don’t get us wrong, everything you have created in your eShot is important, from the juicy copy to the striking graphics, but it is the call to action where the battle is won or lost.
So, how can behavioural psychology make calls to action more effective?
As we’ve already mentioned, language and how it is used can really sway a reader, and this is no different when creating a compelling call to action.
Phrases like ‘limited availability’ and ‘only a few spots left’ give the reader a sense that the product or service being advertised in your eShot is in short supply. Humans have a tendency to place more value on items they believe to be rare, so using such phrases that create a perception of scarcity can increase the desirability of your call to action.
Implying in your call to action that your reader may ‘miss out’ on a special deal or product will also incentivise readers, who are generally more motivated to avoid losses than achieve equivalent gains.
Remember, it’s what they could lose out on, rather than what they could get.
Oh, and try and add some client testimonials into your calls to action. Showcasing others who have benefitted from your services can influence your audience to follow suit.
The intelligent application of behavioural psychology to your eShots can be a game-changer. By analysing how people perceive and process information, we can craft more engaging content and position calls to action and interactive buttons more strategically to drive our desired actions.
At JE Consulting, we are experts in creating eShots that deliver the right results for our clients.
If you’d like to know more, why not arrange a call with our team today?
