Cialdini's principles and how to apply them to your website

Despite selling good products or providing exceptional services, they are not convinced. Fortunately, you can try to do something about that.

In fact, Dr. Robert Cialdini described six principles of persuasion in his book "Influence: The Psychology of Persuasion. And later he added a seventh.

And using those principles, you can try to persuade and prompt visitors to your Web site to take action. Trying, yes. Because there is no guarantee that it will actually work for your target audience. You would have to test that.

Anyway, we describe Cialdini's principles piece by piece and give you tips or show you how you too can use them on your own website.

1. The Principle of Reciprocity

Reciprocity is all about give and take: when you give something, that other person (read: your visitor) tends to give something back.

You can use that very simply by giving your visitors something on your website. For example, write a blog with valuable information, tips and tricks or let your visitors try your product for free.

Over time (!), your visitors feel as if they owe you something. As a result, they are more likely to leave their email address or even purchase your product or service.

A simple example: Zalando.

Zalando gives you an unsolicited 10% discount. Very sweet of them. So you don't mind giving something back by signing up for the newsletter (and eventually placing an order!).

2. Commitment and Consistency.

We humans want to be consistent. In our values, our choices and our behavior.

When we commit to something, we like to implement it consistently. We prefer to do something that is consistent with what we have said or done before.

Think about ordering over the Internet. You have to enter your information, but a long form with questions deters you.

Smart websites therefore cut that form into small sections with a few simple questions. Once you've entered one or two of those sections, you fill out the rest as well.

After all, you have already taken steps and now you want to finish it too!

When you say A, m̶o̶e̶t̶ you want to say B as well. Therefore, always ask small things of your visitors. Then they are more likely to comply with larger requests later as well.

3. Social Evidence

The principle of social proof relates to the influence of others on your choice. We trust popular things touted by others.

Go figure: you'd rather hire the painter your mother knew and recommended than the painter you just found on the Internet yourself.

You can also easily add this principle to your website. Through reviews, for example. By doing so, you show your visitors that others appreciate your company, making them more inclined to do business with you.

Coolblue uses social proof in a different way.

If others have bought something often or a lot, it must be good ... right?

4. The Principle of Sympathy

The principle of likability consists of the fact that we prefer to do business with people and companies we like or enjoy. And who do we like?

In general: handsome people, nice people and people who look like us.

So does that also apply to websites? Yes. As consumers, we like beautifully designed websites with content that appeals to us.

And if possible, also from websites that compliment us ("Nice going! You're almost there!" after completing those first two steps of the form from the Dedication and Consistency example).

You can very well use social media for that as well. You can have great conversations with your (potential) customers. In the language of your target group.

And, of course, you are liked there. Literally. Then again, that touches on consistency: people have liked you before, so ...

Fill in yourself.

5. Authority

People follow experts. Blindly. And how do you demonstrate your expertise?

With titles, for example. Do you remember who came up with these principles?

Dr. Robert Cialdini.

He has obtained some high degree in science and is a doctor. Then his principles must be correct too, right?

On your website, you can show this by displaying your knowledge in blogs. Or by offering (free) advice "from an expert" in his field, in which you are of course the expert.

Besides, you do trigger some reciprocity with this!

6. Scarcity

Everyone wants exclusive things. Things of which there are only a few. That's the basic idea behind creating scarcity.

You can use that on your website by indicating that only a few copies of a particular product are still available.

The most famous example of this, of course, is from booking.com: only one room left! You know it might not be true, but - fair is fair - it still doesn't quite sit right with you.

That's because people are afraid of losing something. Of missing an opportunity. That is stronger than the urge to win something. Is in our nature.

7. Unit

Unity, also called togetherness, unity or unity, was later added to Cialdini's principles. This refers to the shared identity you have with your target audience.

With this principle, you capitalize on the group feeling. You make yourself or your target group part of a larger whole. And that can be based on a lot of things: culture, location, age and so on.

You can even use it if you drive a particular brand of car. As a manufacturer, you can then use this principle in something like, "Welcome to Audi family." With this, you immediately create a group feeling. A family.

Or co-creation. Another term that touches on unity. After all, you do things together.

The principle is based on the fact that we are more inclined to do what others ask of us when that other person belongs to the same group. And you need to subtly remind your target group of that from time to time.

To conclude

Cialdini's principles are powerful because they address irrational needs. Things we as humans don't think about but are sensitive to.

That doesn't mean they always and for everyone work. They are not magic tricks.But that doesn't mean you can't even try them out.

Think about how you can employ one or more of these principles ... and test the effects!

I am curious.

Will you let me know?

This article was published June 23, 2018 and updated July 7, 2020.