Conversion Messaging In Travel Retailing

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Persuasion framework: Applying the 6 Principles of Influence to Travel Retailing.

There is a science to how individuals are persuaded.
Researchers have been studying the factors that influence us to say “yes” to the requests of others for over 60 years and there is a wide body of science-based research available.

When making a decision, it would be nice to think that people consider all the available information in order to guide their thinking. But reality is very different. Humans need shortcuts or rules of thumb to guide our decision-making.

We looked at the leading travel and retail brands below and analysed the persuasion messaging and principles of persuasion they used on their search, product and checkout pages. We then compiled those examples under the 6 principles of influence.

  1. Social Proof – “Other people like you liked it”
    We use what other people think to decide what is correct.
  2. Commitment & Consistency – “Put down a small deposit.”
    A desire to appear consistent with what we have already done.
  3. Authority – “We’re accredited by IATA”
    Willingness of people to follow instructions from authority figures.
  4. Liking – “You value the environment, so do we …”
    We prefer to say yes to the requests of something/someone we know and like.
  5. Scarcity – “Only 5 left”
    Opportunities seem more valuable to us when their availability is limited.
  6. Reciprocity – “10% off for you. $129, now $99.”
    An obligation to repay what another person has done for us.

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