Analyst Report

The subtle art of influencing

customers online
The science of using buyer psychology to influence customers to choosing you over
the competition, all without spending a dollar more on media (and often less).
The subtle art of influencing
customers online
Imagine having a crystal ball that reveals exactly what your customers are thinking and For over 15 years, we've used our scientific influence model to benefit clients from every
what they truly desire. This isn't just a fantasy; it's the essence of effective digital major industry. The results are always instant and obvious. Those owners and marketing
marketing and how we influence customers' decisions.

managers that embrace science, and dare to be bold always prosper. In this book I’m
going to teach you the secrets of Influence, the formulas we use, and how to apply them
Science has proved humans aren’t as sophisticated and logical as we believe we are. to your business. Moreover, you’ll gain the clarity to: 

Small, deliberate changes in your digital marketing approach will make profound overall
differences to your business. 

Understand what’s happening in your customer’s mind

In this excerpt from our upcoming book, we share the science of influencing consumer
decision-making online. Our scientific methodology feeds the brain the information it Know how to overcome the 9 trigger points decimating your advertising & sales

craves, removing the subconscious frictions to a purchase decision. With these frictions
removed, your leads and sales will skyrocket. Critically analyse your existing marketing and cut the waste in half

Discover the words your clients want to hear to capture their attention.

Gain control over your marketing, moving away from reliance on agencies'
recommendations and false promises and towards a more empowered, science-
driven approach.

Gain control over your marketing. Don’t blindly trust your agencies' recommendations
and false promises. Take control with a more empowered, science-driven approach.

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So what is the science
of influence?

From the moment a user lands on your page, the clock starts ticking. Instantly the When comparing options, if the product/service being evaluated doesn’t feel right, logic
subconscious mind starts making powerful assumptions that will frame the way they says the customer will simply select the second-best option. However, in most cases
‘feel’ about your site. Influencing customers in this situation is about ensuring that these customers won't make a purchase decision at all.

first impressions are positive. Hold your customer for 10 - 20 seconds and your changes
of converting them skyrockets.

Humans are not dissimilar to animals -- once spooked we feel apprehensive about the
entire process and will often retreat to "lick our wounds" before starting the process

The process our minds work through looks like over again.

Visitors form their first impression of a website in only 50 milliseconds. This is driven The concept of how easily scared customers are is best explored through a Google-
primarily by design professionalism sponsored research paper titled “How people decide what to buy lies in the ‘messy
middle’ of the purchase journey.”

Next (within 2.6 seconds), the eyes fixate on what they deem most important for
further evaluation, normally the headline. What the research uncovered was that the purchase decision cycle of your customer is
easily disrupted, which explains why around 97% of website visitors leave without taking
Past this stage and they begin scan the content, with 22% of users scrolling right to any form of action on your website. Customers are highly sensitive to how they ‘feel’
the bottom of the page. This is the critical evaluation phase where the user's about a website, and these feelings are easy influenced if we understand how the mind
attention is captured or lost.

and body are making that snap decision.

This entire process lasts for about 10 seconds, during which time the visitor is deciding
whether to stay or go. This snap judgment stems from a history of navigating through
countless disappointing web pages. Users have honed their ability to quickly discern a
page's value, eager to avoid wasting precious moments on a page unlikely to provide
the solution being sought.

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Analysing the crucial first
seconds of a website visit
From the moment a user lands on your page, the clock starts ticking. Instantly the Surviving this initial, brutal assessment is just the first hurdle. Even if your page makes a
subconscious mind starts making powerful assumptions that will frame the way they favourable impression, the next 20 seconds are still crucial. Users remain on high alert,
‘feel’ about your site. Influencing customers in this situation is about ensuring that these ready to abandon ship at the slightest hint of irrelevance. It's only after the 30-second
first impressions are positive. Hold your customer for 10 - 20 seconds and your changes mark that you'll notice a shift. The likelihood of a visitor leaving drops significantly. If
of converting them skyrockets.

you've managed to engage them for this long, chances are they'll stick around for a
while longer, potentially dedicating two minutes or more to your content—a lifetime in
The process our minds work through looks like the digital world.

Visitors form their first impression of a website in only 50 milliseconds. This is driven In essence, web pages face two fates: the swift exit reserved for the "bad," and the
primarily by design professionalism extended visit awarded to the "good." And what determines their fate? The user's rapid
evaluation upon arrival. The takeaway for web design is straightforward:

Next (within 2.6 seconds), the eyes fixate on what they deem most important for
further evaluation, normally the headline. To secure a spot in the coveted "good" category and earn minutes of engagement, your
page must immediately demonstrate its value within those first 10 seconds. The formula
Past this stage and they begin scan the content, with 22% of users scrolling right to we use for this called the “9 frictions of resistance”, best thought about as the 9 red flags
the bottom of the page. This is the critical evaluation phase where the user's your brain is ultra-sensitive to when not immediately obvious. In the subsequent pages,
attention is captured or lost.

we are going explore what they are and how we use them to capture attention and
influence decision-making.

This entire process lasts for about 10 seconds, during which time the visitor is deciding
whether to stay or go. This snap judgment stems from a history of navigating through The truth about the 9 frictions is that any smart marketer will use these for every
countless disappointing web pages. Users have honed their ability to quickly discern a critical decision they make, be that planning a website or deciding key messaging.

page's value, eager to avoid wasting precious moments on a page unlikely to provide
the solution being sought.
If you want to learn more, get in touch for a chat.

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 ‘The 9 Frictions’ explained
The most powerful motivator in marketing is the removal of doubt and the
quelling of the fight-or-flight reaction. The reason people don’t enquire or
purchase right away is fear. Our mind is geared to protect us. Overcoming
these 9 frictions are what it deems essential before it will permit you to
proceed with an important purchase enquiry, be that personal or B2B.
Emotion drives it all.

So, how do we identify where the frictions are and how to remove them?
There are 9 of them in total, and without fail, these represent the information
the mind is seeking. When these 9 frictions are effectively addressed, the
resistance disappears and is replaced with a strong feeling of desire to act,
often without fully understanding why.

We’ve applied this scientific model to websites and marketing for over a
decade, and the results are always the same. We see more engagement,
more sales, and more leads without spending a dollar more on advertising.

On the subsequent pages, we dive into each of the 9 frictions and the
common website modules we use to overcome them.

friction [ frik-shuhn ]
An obstacle that is put in place in order to make a decision more difficult. Friction
is an impediment that dissuades people from making a certain choice.

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1. Completeness of solution

The prevailing concern with any product is the fear that it may only solve a part

of the problem, or, in some cases, introduce new challenges.

Customers are in search of holistic solutions that address their full range of needs

within a business context, not just a single desire. Consider the example of

seeking offshore tax advice. The appeal isn't solely in the tax savings; there's also

the worry about legal changes that could pose future risks. Do the provided

solutions anticipate and cover such eventualities?



In the technology sector, the fear of learning new skills looms large. The

complexity of a product amplifies this anxiety, making 'free trials' less effective.

They often spotlight the learning curve, deterring rather than welcoming users.

Best solutions

Detailed case studies

Powerful text & video testimonials

Explainer videos

Process map/steps

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 Expertise

The probability of a purchase or inquiry skyrockets by 86% when customers feel

they've received expert advice tailored to their needs. This principle holds true in

both consumer and B2B contexts.

Naturally, we seek assurance that a solution is crafted by specialists familiar with our

unique requirements. The stakes are higher with larger investments, as perceived

risk escalates. Relying on expert guidance mitigates our risk, embodying the

wisdom behind the adage "nobody got fired for recommending IBM."

Highlighting your expertise emerges is a potent strategy to foster trust and

diminish risk perceptions. Websites that employ multi-stage forms or quizzes as an

initial engagement often excel, offering customers the sense of receiving

personalised advice. Similarly, comprehensive blogs, videos, and content enhance

the sense of security, effectively drawing in a more confident and willing audience.

Here’s how we can do this:

Detailed blog articles

Display real data/results

Industry reports

Videos/webinars

Multi-stage forms/quizes

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3. Long term value (durability)

What is the long term value I will receive from this product/service?

Buyers want to know how long a product will work optimally. Our mind is always

performing an equation of cost to benefit (specifically the ongoing benefits they will

receive from this solution). A few examples include:

Software

Will this product continue to be supported? Will our infrastructure change and

render it useless?

Sales or Staff Training

Will sales training help only one staff member for a month, or will it have residual

value for all future salespeople?

The marketing solution is showing the long-term value customers can expect, and

reducing the risks of it becoming outdated/outmoded.

Impactful ways to demonstrate durability:

Customer testimonials & case studies

Warranties/Guarantees

Detailed product/service description

Process/system displayed

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4. Product pricing


(or comparison)

Encountering websites that hide pricing until you inquire is common in the tech

industry, often deterring potential inquiries. This practice clashes with how

customers prefer to make decisions.


The core of our hesitation is to avoid discomfort or the awkwardness of discussing

budgets mismatched with high starting prices. It's an inefficient scenario for both

customer and company.


Transparency in pricing has proven to boost performance. Working with service

businesses initially resistant to listing prices, we found that introducing a

preliminary pricing stage significantly increased sales.


While revealing the exact price isn't always necessary, providing a ballpark figure or

showing a case study of what other people paid gives customers what they need to

feel comfortable enquiring.

Here’s how you can show price levels:

Pricing tables

Case studies (with the amount this customer spent)

Comparison to competition (not exact price)

First stage pricing (i.e, scoping price)

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5. Production capacity
Showcasing a company's capability to fulfil orders and meet demand significantly
alleviates customer apprehensions, especially with larger and costlier orders.

This concern is closely related to the 'timely delivery' friction. Customers need
assurance that their orders will be completely fulfilled, regardless of circumstances,
ensuring the company's reliability in delivery.

Consider the scenario of bulk orders: Is a supplier capable of delivering 50,000

units? This question also extends to services with limited availability, such as public
speaking. For instance, if booked in a remote location, can the speaker guarantee
their presence?

In essence, the question is whether we can demonstrate to customers they can

depend on your company. their ability to depend on your company. This concept of
reliability forms a recurring theme across the 9 frictions.

How to best demonstrate capacity:

A testimonial from a client who received a large order

Info about your company’s efficient production process

A case study about successfully filling a large order on time

An ‘About Us’ module illustrating the company's history

of successfully filling orders

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6. Timely delivery
The prevailing concern with any product is the fear that it may only solve a part
of the problem, ‘completeness of solution’, introduce new challenges.

Customers are in search of holistic solutions that address their full range of needs
within a business context, not just a segment. Consider the example of seeking
offshore tax advice. The appeal isn't solely in the tax savings; there's also the
worry about legal changes that could pose future risks. Do the provided solutions
anticipate and cover such eventualities?



In the technology sector, the fear of learning new skills looms large. The
complexity of a product amplifies this anxiety, making 'free trials' less effective.
They often spotlight the learning curve, deterring rather than welcoming users.

Showcase your delivery timelines through:

A detailed timeline graphic

An estimate for long it takes from order to delivery 

A customised timeline based on a customer’s specific needs

Testimonials mentioning delivery timelines

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7. Similar clients
Throughout history, humans have relied on observation and mimicry as a means of
learning. Once someone else has taken the initial risk, the decision becomes much
easier for us to follow, and even creates a fear of missing out.

The effectiveness of this approach hinges on the concept of similarity. We are most
influenced by the actions of those we consider our peers. For instance, if a major
corporation like McDonald's adopts a specific software, a small startup in the same
industry might not see it as relevant to their needs, even if it could be beneficial.

Successful marketing strategies understand this dynamic. They target their

audience precisely and highlight the successes of their clients, especially those that
mirror the prospective buyer's profile. This not only diminishes the perceived risk
but also fosters a sense of trust and comfort among similar businesses
contemplating the same decision.

Provide social proof of similar clients through:

Logos of well-known clients

Quotes from happy clients

Testimonials from clients

Case studies featuring past clients

Industry adoption rate stats

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8. Customer service

Perceiving a product or service as complex or laden with unfamiliar features often

triggers anxiety. Doubts about our own ability, or that of our team, to effectively use

it and the time required for learning are common. This anxiety acts as both fear

and friction, halting the decision-making process.


The antidote to these fears lies in the assurance of accessible support. Companies

such as Apple allocate significant resources to offer free classes and support,

addressing this need directly. Similarly, other organisations provide live chat,

comprehensive FAQs, and maintain dedicated YouTube channels for support.


The question then becomes, how can you assure your customers that they will

have the support they need, when they need it?

Several great ways to demonstrate your

dedication to customer service:

A live chat

A ‘Contact Us’ page

A ‘Contact Us’ module at the bottom of every page

A prominently displayed ‘Help’ email address

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9. Return policy or guarantee
Certainty plays a pivotal role in the buyer's decision-making process. The fear of
making a wrong choice looms large when certainty is absent, perceived as a risk of
being left at a disadvantage. Yet this concern dissipates with the assurance of a
guarantee or an easy return policy.

AppSumo, an online software marketplace, effectively eliminates the apprehension

of post-purchase regret. They offer customers the option to test a product for up to
90 days, with the convenience of returning it via a single click, ensuring an
immediate refund. This policy encourages users to experiment with new and
emerging technologies without any financial risk.

Reducing the perception of risk involves various strategies. By assuring customers of

your support and demonstrating a genuine interest in their success, you encourage
them to try your product. Once customers experience your product firsthand, the
likelihood of retaining them significantly increases.

Provide a return policy or guarantee through:

A money-back guarantee 

A straightforward return policy

Satisfaction guarantees

A mission statement that includes a commitment to customer satisfaction

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Scientifically review your
digital marketing today!
If you aren’t 100% sure why your digital marketing efforts aren’t working as
they should, now is the time to find out. Our digital audit is designed to
review your website and digital marketing (even if run by an agency) and
give you the clarity you need to confidently focus your next steps.

Through this audit, you’ll learn where your current digital efforts are failing
and how you can rapidly improve them and start the journey to world-class
digital marketing alongside valuable customer insights.

Book your Digital Audit

Understand where and why your business is wasting money

Let an expert deep-dive into your digital marketing data and analytics

Receive a 10-minute video explaining the results of the digital audit

Plan the easy next steps you can take to improve your metrics

Email: info@jmarketing.agency

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 Creating the JM influence system©
Sparking a revolution
in digital marketing
Our founders, Joshua and Martyn, sparked a revolution in Melbourne over 15 years ago,
driven by a shared vision and a steadfast friendship. Unimpressed with the industry's +1 646 894 1003
standard approach, where nearly every agency churned out similar, unremarkable josh@jmarketing.agency
campaigns, they saw an opportunity for change. These traditional campaigns, often led by
guesswork rather than data, might flash briefly with success but typically fizzled out, Linkedin.com/in/joshstrawczynski/
leaving clients in the lurch without insights or clear next steps. The common solution? Pour
more money into yet another hit-or-miss campaign.

But Joshua and Martyn believed there was a better way. With the inception of JM Influence +44 (0) 7534 577
Agency, they broke the mould. Our philosophy is simple yet revolutionary: blend human martyn@jmarketing.agency
psychology and scientific principles with award-winning UX and creative design. This
unique approach ensures not just immediate traction but sustained success, all while Linkedin.com/in/martynmillerdigitalleader/
optimizing ad spend. At JM, we don't just create campaigns; we craft experiences that
resonate, engage, and deliver. Join us in redefining what's possible in digital marketing.

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