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Sander Freijzer van Yonego legt 5 psychologische theorieën uit die het gedrag van webbezoekers verklaren. Samengevat:

1. Prospect theory (Kahneman en Tversky) “loss aversion”- mensen zijn rationele denkers en zullen altijd voor de hoogst haalbare uitkomst gaan.

1. 2. Endowment effect – mensen willen het product eigen maken.

   3. Self-consistency – eenmaal een keuze gemaakt dan is het een onderdeel van de persoon geworden.

   4. Anchoring – mensen hebben een behoefte om iets te vergelijken met iets wat ze kennen

   5. Choice – “less is more” -teveel keuze is verwarrend en werkt averechts.

Hierin zit de kracht van Website Personalisatie. Het maakt het mogelijk de website in real-time aan te passen om een betere bezoekerservaring te realiseren. De personalisatie type wordt over het algemeen gekozen op basis van een bepaalde psychologisch theorie. Dit resulteert in een conversiestijging , klanten loyaliteit etc.
Voor meer tips over hoe je de psychologische theorieën kunt toepassen binnen online marketing lees het volledig artikel op Frankwatching 

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