What is Behavioral Science in Marketing?
Behavioral science in marketing focuses on how people think, feel, and make decisions, then applies those insights to influence engagement and conversions. By using cognitive biases, social proof cues, and decision-making shortcuts, marketers can create more persuasive messages and higher-performing campaigns.
Using Behavioral Science in Marketing
If you ask a hundred people what makes a good article headline or email subject line, you may get a hundred different answers. After all, it’s subjective, isn’t it?
Not entirely, as many marketers know. There’s a science behind what makes a consumer open an email, click on a call to action (CTA), and make a purchase. Whether it’s writing an attention-grabbing headline or getting someone to “click and convert,” understanding that people rely on certain decision-making defaults helps marketers nudge them to take a desired action.
In this article, I discuss how to use behavioral science to improve marketing campaigns. Topics include:
Strategies to write effective headlines and subject lines
Using social proof
Content and landing pages
Choosing compelling images
Use of charts and graphs
Principle of authority
The science behind pricing
CTA colors
The science behind “possession” and how it can reduce returns
Tactile experience