Cognitive Biases & Heuristics That Can Influence Bookings

Use Your Brain

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Use Your Brain 〰️

Cognitive Biases & Heuristics That Can Influence Bookings

Understanding heuristics and cognitive biases can help you create a better user experience for potential bookers. The goal is to use human nature to your advantage by easing customer doubt throughout the purchasing journey. In today's blog we are going to discuss both cognitive biases and heuristics that you can use to convert more lookers into bookers.

Heuristic - A mental shortcut that can facilitate problem solving and probability judgments. These strategies are generalizations, reduce cognitive load, and can be effective for making immediate judgments.

Cognitive bias - A systematic thought process caused by the tendency of the human brain to simplify information processing through a filter of personal experience and preferences.

1. Trigger events

Every purchase begins with a trigger. It’s the moment the buyer realizes they need a solution. 

Example = Getting your annual leave allowance may prompt you to book a holiday or trip.

Your goal = Find your ideal customers trigger points, so you can apply this to your marketing. Pierce through the noise with better, more relatable messaging. 

2. Distinctiveness 

People are more likely to notice your property if it stands out from the rest.

Examples = Distinctive location, facilities, amenities, interior etc.

Your goal = Find your unique selling point and communicate it through your content.

3. Mere exposure effect 

The more potential bookers see your property, the more likely they are to like and then trust you. Repurposing content on every platform allows you to consistently show up across the board.

Examples = A potential customer views your content on Instagram, Facebook and Pinterest.

Your goal = Create and distribute your content across a variety of channels to build trust and keep your property at the top of their mind. 

4.Social currency 

As people, we are more likely to share stuff if it makes us look good to our peers. A great way to do this is for your customers to share on social media that they have made a booking at your property. You can create this as an option on the booking confirmation page.

Example = When someone creates a booking, they share the purchase with their friends on Instagram or Facebook.

Your goal = Your customers share the word and create conversation around your property listing.

5. The Barnum effect

People are drawn to statements that feel personal, even if they do apply to everyone. Make your listings feel personal. Make it sound like you're talking directly to the person.

Example = “I think you're in need of a holiday. Come and stay with us and relax away from the stress of everyday life”

Your goal = Make your copy sound so personal it feels like you're having a direct conversation with a potential booker. 

6. Priming 

Human beings are unconsciously influenced by the smallest of details. You can prime your visitors to make a booking on your website.

Example = If you are presented with the word “holiday”, you will recognize the word “beach” much faster than the word ‘scooter’ because the other two are closely associated in your mind. 

The goal = You need to subtly influence your visitors to book your property through the language and imagery you use.

7. Framing

How something is presented impacts our perception of it. You're not just selling a holiday, you're selling a relaxing time, creating memories etc. Our decisions are heavily influenced by the way information is presented. 

Examples = If you own a 1 bed cottage, you are selling a cosy, romantic escape, not a small, average space.

The goal = Highlight attractive features and speak positively about your offering.

8. Anchoring 

The first piece of information we see often sets our expectations. Strategically use anchors to get a good first impression and entice your visitors.

Example = If you first see a property listed at £1200 per week and the very next listing is £700 per week, you're prone to see the second listing as very cheap because of the expectation set.

The goal = Set the standard for the rest of the user experience. Whether you use pricing as your anchor or just a sensationalized header.

9. Social proof 

We are more trusting of stuff that other people trust. We are conformists. Other people leaving fantastic reviews will positively effect the chances of someone booking your property.

Example = Displaying customer testimonials and reviews.

The goal = Remove the general barriers to purchase by tapping into the basic human instinct to follow the actions of others. Build trust and credibility.

10. Bandwagon effect 

The bandwagon effect is another psychological phenomenon in which people do something primarily because they see others doing it. You can implement this feeling through your copywriting and social media strategy.

Example = If your property is based in Poole, you could say “The property every passionate Poole lover is visiting” If people identify with loving Poole and think everyone else is visiting, they will feel inclined to make a booking.

The goal = Create a feeling that people can identify with and feel like they are following the group.

11. Loss aversion 

People are more motivated to avoid losses than they are to receive gains. This overwhelming fear of loss can cause potential visitors to either not make a booking or go elsewhere. You can apply this to many different aspects of your business.

Example = If your website doesn’t look trustworthy, a visitor will be less likely to place a deposit down due to the fear of potentially losing it. The fear of loss becomes the barrier to a booking.

The goal = Use as much trust signalling as you can to remove the friction and build the trust necessary for someone to make a booking.

12. Delight

When we receive unexpected value, we feel intense joy. Receiving an email with a discount for their next stay might trigger a past customer to rebook.

Examples = Offering discounts, connect on special occasions, engage on social media or run a contest.

The goal = Delight your customers to create brand affinity. You want to increase the lifetime value of each sale.

13. Reciprocity 

When people are given something, they feel an urge to return the favour.

Example = If your website offers a free resource, visitors are more likely to part with their email addresses. They see it as an exchange of equal advantages.

The goal = Create lead magnets for potential bookers that guide them to returning your desired favour.

In conclusion 

As people, we don’t always think rationally. Our decision making shows simplifications and deviations from logic and rationale. As a property owner, you can use these mental shortcuts to your advantage in your marketing to improve the likelihood of someone making a booking. Hopefully you have enjoyed and learned something new from today’s blog, we have more longer form content coming soon!