{"id":3247,"date":"2019-01-04T20:00:39","date_gmt":"2019-01-04T20:00:39","guid":{"rendered":"https:\/\/prettylinks.com\/?p=3247"},"modified":"2020-01-13T05:44:08","modified_gmt":"2020-01-13T05:44:08","slug":"5-psychological-techniques-you-can-use-to-increase-conversions","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/","title":{"rendered":"5 t\u00e9cnicas psicol\u00f3gicas que voc\u00ea pode usar para aumentar as convers\u00f5es"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d4d0f0b6940\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d4d0f0b6940\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#Psychologys_Place_in_Conversion\" >O lugar da psicologia na convers\u00e3o<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#5_Psychological_Techniques_You_Can_Use_to_Increase_Conversions\" >5 t\u00e9cnicas psicol\u00f3gicas que voc\u00ea pode usar para aumentar as convers\u00f5es<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#1_Foot_in_the_Door_FITD\" >1. Foot in the Door (FITD)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#2_Reciprocity\" >2. Reciprocidade<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#3_Fear_of_Missing_Out_FOMO\" >3. Medo de ficar de fora (FOMO)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#4_Social_Influence\" >4. Influ\u00eancia social<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#5_Anchoring_and_Decoy_Pricing\" >5. Pre\u00e7o de ancoragem e engodo<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/pt\/blog\/5-psychological-techniques-you-can-use-to-increase-conversions\/#Conclusion\" >Conclus\u00e3o<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<p>A convers\u00e3o consiste em incentivar os usu\u00e1rios do seu site a concluir uma a\u00e7\u00e3o espec\u00edfica. Em outras palavras, voc\u00ea precisa transformar o visitante comum em algu\u00e9m que esteja ativamente envolvido. Com tantos concorrentes no mercado, essa pode ser uma proposta complicada.<\/p>\n<p>No entanto, se voc\u00ea entender o que faz o seu p\u00fablico \"vibrar\", poder\u00e1 ajustar seu conte\u00fado e site para obter o m\u00e1ximo de apelo. A psicologia e o marketing t\u00eam uma rela\u00e7\u00e3o estreita, portanto, a implementa\u00e7\u00e3o de recursos de ambos \u00e9 uma maneira inteligente de alcan\u00e7ar os resultados desejados.<\/p>\n<p>Neste artigo, discutiremos cinco t\u00e9cnicas baseadas em psicologia que voc\u00ea pode usar para aumentar as convers\u00f5es. Vamos come\u00e7ar!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Psychologys_Place_in_Conversion\"><\/span>O lugar da psicologia na convers\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Fornecer um servi\u00e7o excelente n\u00e3o \u00e9 a \u00fanica maneira de incentivar os usu\u00e1rios a comprarem seus produtos e assinarem seus servi\u00e7os. A implementa\u00e7\u00e3o de algumas t\u00e9cnicas psicol\u00f3gicas bem conhecidas pode aumentar as chances de convers\u00e3o, ou seja, transformar um navegador casual em um cliente pagante.<\/p>\n<p>Independentemente do setor, os vendedores de todos os setores <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2015\/04\/psychology-of-sales\" target=\"_blank\" rel=\"noopener noreferrer\">compreender o papel da psicologia<\/a> em fazer com que as pessoas convertam. Na maioria dos casos, os consumidores n\u00e3o se comprometer\u00e3o com uma compra sem saber como ela os beneficia diretamente. A aplica\u00e7\u00e3o de determinadas t\u00e9cnicas pode fazer com que seus produtos pare\u00e7am mais atraentes e ainda fazer com que o usu\u00e1rio sinta que a decis\u00e3o de <a href=\"https:\/\/hbr.org\/2012\/05\/to-keep-your-customers-keep-it-simple\" target=\"_blank\" rel=\"noopener noreferrer\">A compra era inteiramente deles<\/a>.<\/p>\n<p>Por exemplo, considere as lojas f\u00edsicas que anunciam vendas com o uso de <a href=\"https:\/\/www.business2community.com\/marketing\/10-colors-that-increase-sales-and-why-0366997\" target=\"_blank\" rel=\"noopener noreferrer\">placas de cores vivas<\/a>. Cores espec\u00edficas evocam determinados sentimentos - acredita-se que o verde tenha um efeito calmante, por exemplo. A <a href=\"http:\/\/hustlebranding.com\/2013\/04\/30\/the-just-do-it-effect-the-power-of-the-worlds-most-inspiring-slogan\/\" target=\"_blank\" rel=\"noopener noreferrer\">slogan da empresa<\/a> tamb\u00e9m pode ser um grande fator psicol\u00f3gico na decis\u00e3o de compra de um cliente. Slogans famosos, como o \"Just Do It\" da Nike e o \"I'm Lovin It\" do McDonalds, foram elaborados de forma inteligente para causar o efeito desejado nos consumidores.<\/p>\n<h1><span class=\"ez-toc-section\" id=\"5_Psychological_Techniques_You_Can_Use_to_Increase_Conversions\"><\/span>5 t\u00e9cnicas psicol\u00f3gicas que voc\u00ea pode usar para aumentar as convers\u00f5es<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>Antes de apresentarmos as t\u00e9cnicas psicol\u00f3gicas a seguir, \u00e9 importante observar que elas n\u00e3o t\u00eam o objetivo de \"enganar\" os clientes. Desde que seu servi\u00e7o seja valioso para eles, essas estrat\u00e9gias s\u00e3o nada mais nada menos do que uma boa pr\u00e1tica de marketing. Vamos come\u00e7ar com uma das t\u00e9cnicas mais fundamentais de todas.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Foot_in_the_Door_FITD\"><\/span>1. Foot in the Door (FITD)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>O m\u00e9todo Foot in the Door (FITD) envolve&nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/neilpatel\/2014\/10\/13\/foot-in-the-door-technique-how-to-get-people-to-take-seamlessly-take-action\/\" target=\"_blank\" rel=\"noopener noreferrer\">Obter a concord\u00e2ncia de um usu\u00e1rio<\/a> Para atender a uma solicita\u00e7\u00e3o grande, primeiro pe\u00e7a um favor menor. Pedir algo menor pode colocar as pessoas em um estado de esp\u00edrito mais agrad\u00e1vel, tornando-as mais propensas a concordar com a a\u00e7\u00e3o que voc\u00ea realmente deseja.<\/p>\n<p>Um exemplo disso na vida cotidiana seria pedir emprestado o carro de algu\u00e9m para uma viagem curta e, mais tarde, pedir o carro emprestado para o fim de semana inteiro. A nova solicita\u00e7\u00e3o \u00e9 <a href=\"https:\/\/www.psychologistworld.com\/behavior\/compliance\/strategies\/foot-in-door-technique\" target=\"_blank\" rel=\"noopener noreferrer\">fortemente influenciado pelo original<\/a>O seguro de vida \u00e9 um servi\u00e7o que se baseia em um relacionamento crescente entre voc\u00ea e o propriet\u00e1rio do carro. Isso tamb\u00e9m \u00e9 conhecido como <a href=\"https:\/\/www.businessinsider.com\/ben-franklin-effect-2016-12?r=US&IR=T\" target=\"_blank\" rel=\"noopener noreferrer\">Efeito Benjamin Franklin<\/a>.<\/p>\n<p>Voc\u00ea pode aplicar o FITD ao seu site incentivando os visitantes a responder a pesquisas de feedback e deixar coment\u00e1rios. Isso estabelecer\u00e1 a base para solicita\u00e7\u00f5es maiores que voc\u00ea possa fazer posteriormente. Al\u00e9m disso, pedir o feedback do p\u00fablico sobre seu site \u00e9 uma \u00f3tima maneira de <a href=\"https:\/\/hyken.com\/customer-confidence\/7-ways-build-online-customer-trust\/\" target=\"_blank\" rel=\"noopener noreferrer\">estabelecer um alto n\u00edvel de confian\u00e7a<\/a>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Reciprocity\"><\/span>2. Reciprocidade<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A reciprocidade refere-se ao processo de <a href=\"https:\/\/www.thejoyofbusiness.co.uk\/how\/the-reciprocity-principle-and-how-to-use-it-in-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">dar ao usu\u00e1rio o que ele deseja<\/a>&nbsp;primeiro, a fim de incentiv\u00e1-los a realizar uma a\u00e7\u00e3o. Essa t\u00e9cnica se baseia na parte da natureza humana que nos faz perguntar: \"O que eu ganho com isso?\"<\/p>\n<p>Oferecendo seu <a href=\"https:\/\/www.referralcandy.com\/blog\/reciprocity-marketing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">coisas gratuitas para usu\u00e1rios<\/a>A presen\u00e7a de um produto ou servi\u00e7o chama a aten\u00e7\u00e3o do cliente e o torna mais propenso a <a href=\"https:\/\/www.verywellmind.com\/what-is-the-rule-of-reciprocity-2795891\" target=\"_blank\" rel=\"noopener noreferrer\">retribuir o favor<\/a> e converter em um est\u00e1gio posterior. Um exemplo de reciprocidade \u00e9 o uso de amostragem pelos supermercados. Uma amostra gr\u00e1tis incentiva as pessoas a comprar o item completo e cria um sentimento de d\u00edvida com o fornecedor.<\/p>\n<p>Uma das melhores maneiras de implementar a reciprocidade em seu site \u00e9 oferecer conte\u00fado exclusivo aos seus usu\u00e1rios, que eles receber\u00e3o quando se inscreverem em um <a href=\"https:\/\/prettylinks.com\/pt\/blog\/linking-tips-for-email-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\">lista de mala direta<\/a> ou preencher uma pesquisa. Voc\u00ea tamb\u00e9m pode criar demonstra\u00e7\u00f5es do seu produto ou oferecer avalia\u00e7\u00f5es gratuitas e\/ou n\u00edveis limitados de servi\u00e7os gratuitos.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Fear_of_Missing_Out_FOMO\"><\/span>3. Medo de ficar de fora (FOMO)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Uma das t\u00e9cnicas psicol\u00f3gicas mais eficazes, a <a href=\"https:\/\/optinmonster.com\/fomo-marketing-examples-to-boost-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">Medo de ficar de fora (FOMO)<\/a>&nbsp;apela diretamente para o desejo do usu\u00e1rio de n\u00e3o perder uma oportunidade interessante. O uso de publicidade inteligente pode aumentar o prazer que uma pessoa pode estar obtendo com o seu produto, aumentando as vendas como resultado.<\/p>\n<p>As propagandas de perfumes e de outros produtos de beleza, por exemplo, geralmente vendem a ideia de que voc\u00ea se tornar\u00e1 t\u00e3o \"irresist\u00edvel\" quanto a modelo em destaque se simplesmente usar um produto espec\u00edfico. Embora subconscientemente saibamos que isso \u00e9 uma <a href=\"https:\/\/mashable.com\/2013\/07\/09\/fear-of-missing-out\/?europe=true#5c_hUEKvdiqw\" target=\"_blank\" rel=\"noopener noreferrer\">estrat\u00e9gia de marketing<\/a>, nosso <a href=\"https:\/\/prettylinks.com\/go\/fomo\/\" title=\"Link de afiliado da FOMO\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">FOMO<\/a> ainda pode nos fazer acreditar no mito.<\/p>\n<p>Voc\u00ea pode <a href=\"https:\/\/mention.com\/blog\/fomo-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Aplique o FOMO em seu site<\/a> incluindo ofertas de produtos ou servi\u00e7os populares que est\u00e3o prestes a expirar. A data de validade curta pode incentivar as pessoas a fazerem compras r\u00e1pidas para n\u00e3o perderem a oportunidade. O uso de <a href=\"https:\/\/neilpatel.com\/blog\/emotional-marketing-to-facebook-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">linguagem \"emotiva\" (ou emocional)<\/a> \u00e9 outra maneira inteligente de persuadir os usu\u00e1rios a converter.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Social_Influence\"><\/span>4. Influ\u00eancia social<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A influ\u00eancia social \u00e9 uma t\u00e1tica amplamente utilizada na Internet, principalmente em sites de redes sociais. Afinal de contas, outro princ\u00edpio b\u00e1sico da natureza humana \u00e9 que <a href=\"https:\/\/www.pixlee.com\/blog\/is-social-proof-marketing-the-next-big-thing\/\" target=\"_blank\" rel=\"noopener noreferrer\">somos facilmente influenciados<\/a> por aqueles que nos cercam.<\/p>\n<p>Essencialmente, voc\u00ea quer provar aos clientes em potencial que seu servi\u00e7o \u00e9 popular. Essa t\u00e9cnica se integra bem com a <a href=\"https:\/\/prettylinks.com\/go\/fomo\/\" title=\"Link de afiliado da FOMO\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">FOMO<\/a> pois ver nossos colegas gostando de um produto ou servi\u00e7o significa que \u00e9 mais prov\u00e1vel que tamb\u00e9m o desejemos. As t\u00e9cnicas de influ\u00eancia social incentivam os clientes hesitantes a mergulhar de cabe\u00e7a e fazer uma compra.<\/p>\n<p>Embora existam muitas maneiras de usar a influ\u00eancia social em seu site, a presen\u00e7a de avalia\u00e7\u00f5es positivas \u00e9 um dos melhores m\u00e9todos para criar confian\u00e7a nos consumidores. A exibi\u00e7\u00e3o de avalia\u00e7\u00f5es em seu site pode mostrar aos visitantes o valor de seu produto, bem como sua popularidade. N\u00e3o tenha receio de incluir algumas avalia\u00e7\u00f5es negativas tamb\u00e9m, pois isso dar\u00e1 mais credibilidade \u00e0s suas afirma\u00e7\u00f5es.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Anchoring_and_Decoy_Pricing\"><\/span>5. Pre\u00e7o de ancoragem e engodo<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Em termos de marketing, <a href=\"https:\/\/sherpablog.marketingsherpa.com\/consumer-marketing\/marketing-101-decoy-marketing-price-anchoring\/\" target=\"_blank\" rel=\"noopener noreferrer\">ancoragem<\/a> \u00e9 quando um servi\u00e7o com v\u00e1rios n\u00edveis ou planos inclui uma op\u00e7\u00e3o que representa a maior parte das vendas. Normalmente, esse ser\u00e1 o servi\u00e7o de menor pre\u00e7o dispon\u00edvel. Essa op\u00e7\u00e3o tamb\u00e9m \u00e9 uma \"\u00e2ncora\" que ajuda a determinar o que parece razo\u00e1vel para o restante dos pre\u00e7os.<\/p>\n<p>No entanto, voc\u00ea pode incluir deliberadamente um <a href=\"https:\/\/www.jeremysaid.com\/blog\/how-to-use-the-decoy-effect\/\" target=\"_blank\" rel=\"noopener noreferrer\">op\u00e7\u00e3o de chamariz<\/a> - um neg\u00f3cio obviamente inferior que incentiva as pessoas a comprar uma op\u00e7\u00e3o mais cara da linha de servi\u00e7os em oferta. O acr\u00e9scimo de outros benef\u00edcios dispon\u00edveis no chamariz foi projetado para atrair as pessoas e faz\u00ea-las sentir que o pre\u00e7o mais alto vale a pena.<\/p>\n<p>Outra maneira de aplicar a ancoragem em seu site \u00e9 mostrar um pre\u00e7o riscado com uma oferta melhor ao lado. Voc\u00ea tamb\u00e9m pode se concentrar na diferen\u00e7a de porcentagem entre os v\u00e1rios pre\u00e7os exibidos, pois isso faz com que a economia pare\u00e7a ainda maior.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclus\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A rela\u00e7\u00e3o entre marketing e psicologia \u00e9 forte. Portanto, n\u00e3o \u00e9 de surpreender que entender o que motiva e persuade as pessoas possa ter um efeito positivo nas vendas.<\/p>\n<p>Neste artigo, abordamos alguns dos truques que voc\u00ea pode usar para maximizar sua taxa de convers\u00e3o, tais como:<\/p>\n<ol>\n<li>A t\u00e9cnica FITD, que pode incentivar os usu\u00e1rios a realizar a\u00e7\u00f5es maiores em seu site.<\/li>\n<li>Reciprocidade - criar um relacionamento entre voc\u00ea e os usu\u00e1rios, para que eles tenham maior probabilidade de fazer algo por voc\u00ea em troca.<\/li>\n<li>Ofertas expiradas que despertam <a href=\"https:\/\/prettylinks.com\/go\/fomo\/\" title=\"Link de afiliado da FOMO\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">FOMO<\/a>e motivar as pessoas a fazer compras.<\/li>\n<li>Influ\u00eancia social, ou uso do poder de persuas\u00e3o social para atrair novos clientes.<\/li>\n<li>\u00c2ncoras e chamarizes, que podem levar as pessoas a comprar itens de custo mais alto.<\/li>\n<\/ol>\n<p>Como voc\u00ea usa a psicologia para aumentar as convers\u00f5es em seu pr\u00f3prio site? Conte-nos na se\u00e7\u00e3o de coment\u00e1rios abaixo!<\/p>","protected":false},"excerpt":{"rendered":"<p>A convers\u00e3o tem tudo a ver com incentivar os usu\u00e1rios do seu site a concluir uma a\u00e7\u00e3o espec\u00edfica. Em outras palavras, voc\u00ea precisa transformar o visitante comum em algu\u00e9m que esteja ativamente envolvido. Com tantos concorrentes no mercado, essa pode ser uma proposta complicada. No entanto, se voc\u00ea entender o que faz o seu p\u00fablico \"vibrar\", poder\u00e1 ajustar seu conte\u00fado...<\/p>","protected":false},"author":11450,"featured_media":3275,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-3247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"If you want to increase sales on your website, it helps to know some psychology. 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