Rick Kuwahara | Growth Marketer

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Rick Kuwahara | Growth Marketer

4 Essential Science and Psychology Resources for Growth Marketers

Rick KuwaharaRick Kuwahara

I’m a big believer in buyer personas and how gaining insight into your ideal customer informs a lot of your marketing decisions. A lot of that insight comes from understanding psychology for growth marketing.

For example, understanding how to use decoy pricing on your pricing page can help drive conversions on the plan you want. The same principle can be carried over to other areas, such as a feature comparison against a competitor.

Here are a few of my favorite articles on how to use psychological principles for growth.

Pricing experiments you may not know, but should

Want more detail on the decoy pricing I mentioned above? Then this post from Conversion XL is for you.

Peep Laja does his usual in-depth stuff, and deep dives into pricing experiments that you can easily replicate yourself right away. The post includes insight into:

After reading this, you’ll probably want to re-look at how you’re pricing things. I personally have found great success utilized anchor pricing to help increase ARPU for new subscribers at my day job running acquisition at a telecom.

We’ll also be using these principles over at Paubox. We’ve been experimenting with pricing and have NOT had pricing on our website for a while. But we’re looking to change that real soon.

10 Revealing Principles of Human Behavior

Hubspot is another one of those websites with a wealth of information. They cover a lot of ground, so it’s no surprise they have a great post on Marketing Psychology.

The post covers 10 psychological concepts that are helpful to understand how people operate. Here are a few of the 10 concepts covered:

5 Psychology Studies That Will Help Growth Hackers

Ross Simmonds does a great job in this post outlining five psychological studies and including takeaways specific for growth marketers.

You’ll find a few repeated concepts that we’ve already seen, but that’s just because of how important some of these concepts are. But there are a couple other concepts that are helpful:

Buyer modalities, Myers-Briggs, and more

Another epic post from the team at Conversion XL, this one explores Buyer Modalities and other personality frameworks.

This is different from a buyer persona, but actual personality tests and subsequent buyer modalities speak to the reasoning behind why people buy. It’s different than demographics or psychographics.

For example, a buyer persona may say an ideal customer is in their 30’s, married, a mid-level manager who wants to find a product that helps them look good for their boss so they can get a raise and buy a new house.

But personality-wise, that person may be defined as Spontaneous, which means we should show them “last minute” deals to take advantage of impulse buys.

Of course, there’s more to it than that and the post goes into much more detail, explaining the good and bad of modalities.

I probably explained this horribly, so be sure to read the full article to get some real understanding.

Do you have a post or resource that’s helped you get in the heads of your customers? If so, please share it in the comments below!

Data informed, people driven growth marketer.

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