What Are The 7 Principles Of Influence And How To Use Them For Your Shopify Business?

Influence is key to driving sales and building customer loyalty in physical and online stores alike. Understanding the 7 principles of influence will enable Shopify merchants to convert visitors into loyal buyers. It’s all about human psychology. When applied correctly, these principles can be a catalyst for success. 

But how do you use them the right way? That’s where Gempages comes in. As a powerful page builder, Gempages helps merchants optimize their stores for conversions, enabling easy integration of the 7 principles of influence without the need for complex coding.

In this post, we’ll explore how you can apply these 7 principles to your Shopify store and how Gempages can streamline the process, helping you enhance customer engagement and drive more sales. Let’s dive in!

Understanding The 7 Principles of Influence

The principles of influence were first coined by psychologist Robert Cialdini in his 1984 book Influence: The Psychology of Persuasion. Cialdini identified the 7 key psychological triggers that shape human decision-making. They are:

Reciprocity: Give First, Get Back

The principle of reciprocity states that people are more likely to give back when they receive something first. Simply put, when customers feel they’ve received something valuable, they are more inclined to “return the favors” by making a purchase or performing a desired action.

Shopify merchants may adopt this principle by offering incentives such as discounts, free trials, or valuable content upfront. Said “freebies” is a great way to give customers value first, making them more likely to purchase in return. 

Commitment and Consistency: People Stick to Their Choices

People like to act in ways that are consistent with their previous decisions. Once we commit to something, we tend to stick with it. Basically speaking, when we make a decision, we’re likely to do the same again. This tendency is deeply ingrained in our brains, as we naturally strive to be consistent. It’s a survival thing. 

In business, this principle creates strategies like loyalty programs or subscription models. When customers subscribe, they make a small commitment to your brand. As they continue to engage, they are more likely to stay consistent with their choice. Once it gains traction, you’ll have a loyal customer. 

Social Proof: Trusting the Crowd

A survey in 2021 revealed that 99.9% of online shoppers read reviews before making a purchase. This behavior is deeply rooted in our consciousness. People look to the actions and opinions of others to guide their own decisions. In other words, when customers see others making a purchase or endorsing a product, they are more likely to follow suit. 

The rise of social media makes it easier than ever for customers to read product reviews before purchasing.

Shopify merchants can take advantage of this phenomenon and add customer reviews, testimonials, and user-generated content to the product pages. These showcase real-life experiences from other customers,  reassuring potential buyers in their purchase decision. 

Authority: Follow the Experts

The principle of authority says that people are more likely to trust and follow the guidance of experts or figures of authority. When someone is recognized as an expert or has credentials, others tend to rely on their judgment and recommendations.

Showcasing authority can be a game-changer for online merchants. This can be done by displaying certifications, expert endorsements, or collaborating with influencers who are recognized in your industry. A product endorsed by a renowned expert or a certification from a reputable organization can significantly boost consumer trust. 

Liking: People Buy from Brands They Like

The principle of liking is simple: people are likelier to buy from brands they like and feel connected to. When customers have a positive emotional connection with a brand, they are more inclined to make a purchase and remain loyal over time.

Building a likable brand is key for any business, especially online ones where customers only interact with them online. Popular strategies include creating a relatable brand personality or engaging with the target audience on social media. 

Scarcity: The Urgency to Act

Scarcity plays on our fear of missing out (FOMO). When something is in limited supply or only available for a short time, it creates a sense of urgency that drives people to take action. Customers are more likely to make a purchase when they perceive that an opportunity is fleeting.

The sense of urgency can be a powerful tool to encourage visitors to take certain actions.

Scarcity can be effectively used through strategies like limited-time offers or stock countdowns. For example, offering a flash sale with a countdown timer or highlighting low stock levels on a product page can push customers to buy before they miss out. This urgency shortens the time it takes buyers to make the decision. 

Unity: The Power of Shared Identity

Unity is based on the idea that people are more likely to be influenced by those who share their identity, beliefs, or values. When customers feel they belong to a community that aligns with their values, they are more inclined to support that brand.

Shopify businesses can leverage this principle by building a community around their brand. Try to share the values that your buyers cherish. It may be sustainability or social causes. The key is to unite customers with your brand’s purpose. 

How to Use the 7 Principles of Influence to Build a Successful Shopify Business?

Customers’ preferences are changing, thanks to technological advancements and social media. However, one thing remains true: your buyers are still humans. We operate and behave more similarly than you realize. The 7 principles of influence combine psychology and marketing, allowing business owners to thrive regardless of circumstances. 

Here’s a table to quickly show how you, as a Shopify merchant, can power great success leveraging the 7 principles. 

Principle	Implementation	Result
Reciprocity	Offer free shipping, discounts, or small gifts.	Encourages customer loyalty and purchases.
Commitment & Consistency	Start with small actions like sign-ups or account creation.	Increases the likelihood of future purchases.
Social Proof	Display reviews, UGC, and influencer endorsements.	Builds trust and credibility.
Authority	Share expert content and earn certifications.	Enhances brand credibility.
Liking	Personalize communication and provide exceptional customer service.	Strengthens customer relationships.
Scarcity	Use limited-time offers and stock alerts to create urgency.	Boosts conversions and FOMO.
Unity	Create a brand community and align with causes customers care about.	Builds long-term customer loyalty.

There are different ways to incorporate the 7 principles of influence into your Shopify merchants. They all revolve around building deeper connections with your customers. Whether long-term or short-term, the tactics above dig into the human psyche to help businesses design action-driven campaigns. 

The 7 principles of influence are the foundation of many modern marketing strategies.

The eCommerce space is getting more crowded. There are millions of Shopify stores worldwide. Implementing strategies that build trust might just be what you need to stand out. The ability to influence purchasing decisions also fosters a sense of belonging, improving the value you offer. 

These not only attract attention but also convert interest into loyalty and repeat business. It isn’t just about selling products. It’s about understanding and addressing the emotional triggers that influence customer behavior. 

Common Pitfalls and How to Avoid Them

While the 7 principles of influence can be a great catalyst for sales, overusing them might be counter-productive. It can lead to customers’ distrust, costing your brand's reputation. Here are three common mistakes to sidestep when it comes to applying the principles of persuasion to Shopify businesses. 

Overuse of Scarcity

Creating urgency through scarcity can boost conversions. However, we do not recommend using it too often. After all, if every deal is a “limited-time offer”, then none is. When customers see you use urgent messages without constraints, they can become skeptical. This leads to them disregarding the urgency or assuming the scarcity is fabricated.

To avoid this, you need to balance scarcity with genuine offers. Only label a deal as “limited” for truly limited stock or time-sensitive promotions. This works for small-batched items or holiday sales. Make sure your customers see the deals by adding countdown timers or stock alerts.

Pro tips from GemPages: Limited-time promotions are great for bringing in attention. Use the increased traffic to direct customers to lesser-visited products or upsell them with bundles to increase the order value. 

Misusing Social Proof

Social proof is a powerful tool when used correctly. People want to see authentic, genuine feedback from previous buyers or credible sources. Fake reviews or exaggerated testimonials will not fly. Conversely, they can damage credibility. And with the state we’re in today, customers are more wary than ever of reviews that seem too good to be true.

Don’t overuse reviews.

To make the social proof you use seem authentic and not fabricated, you should only pick reviews created by your customers. Be mindful of any “icks” that potentially trigger questions. You can incentivise this by offering discounts/promos for buyers who leave a review. 

Pro tips from GemPages: Social media networks are the best places to ask for testimonials. Customers may not want to respond to emails asking for reviews, so do be careful when you do. 

Ignoring Mobile Optimization

Up to 68% of online shopping orders are made on mobile devices. It would be a huge mistake to run an online store that is not built for mobile. If your site is laggy and unresponsive, customers are more likely to bounce. You’ll be bleeding profits until you cannot sustain the business anymore. 

Therefore, as a rule of thumb, always make sure your Shopify store is mobile-friendly. It should be lightning-fast and capable of handling increased traffic as your brand grows. Invest a little more in security and quality hosting. These will keep your site always running and free of cyberattacks. 

Pro tips from GemPages: Use mobile-responsive templates to ensure your store looks great and functions smoothly on any device, improving both customer experience and conversion rates.

How GemPages Help Shopify Merchants “Influence” Customers?

GemPages is not just a landing page builder. It’s the ultimate eCommerce tool that combines design flexibility with powerful conversion rate optimization (CRO) features. GemPages enables Shopify merchants to seamlessly incorporate the 7 principles of influence into their websites’ design. 

Turn your visitors into loyal customers with: 

1. Landing Page Builder with CRO Elements

GemPages offers an intuitive landing page builder designed specifically to drive conversions. Add CRO-focused elements with zero coding! 

You can leverage features such as “Add to Cart” buttons, post-purchase upsells, countdown timers, and limited stock indicators to create conversion-focused landing pages. Simply drag and drop the elements you want. Freely encourage urgency or showcase social proof to guide your visitors through every step of the buyer journey. 

Build high-conversion Shopify stores with GemPages.

2. Sales Funnel Builder

GemPages enables you to seamlessly create sales funnels that nurture leads. You can create product bundles, coupon codes, and strategically placed call-to-action buttons to meet customers at every stage. Bring visitors from awareness to decision frictionlessly. 

The built-in post-purchase upsell options help you increase your average order value, while elements like customized checkout pages and trust-building features (e.g., customer reviews, delivery date estimations) ensure that customers feel confident and engaged throughout the process. 

Learn more: Introducing New Feature: GemPages Sales Funnel - Ultimate Solution for Maximizing Your Shopify Store Profit

3. Store Website Design with Responsive Mobile Performance

In today’s mobile-first world, it’s crucial that your online store looks great and performs flawlessly on any device. GemPages offers a responsive website design that ensures your store is optimized for both desktop and mobile. 

Whether customers are browsing from their phone or laptop, GemPages ensures they have a smooth, intuitive shopping experience. Customizable features like hero banners, carousel sliders, and parallax effects make your store visually appealing across all devices.

What’s better is that GemPages has a library of ready-made themes built for performance. Use them as a baseline for your design to launch & sell faster. 

Ready to optimize your online store and boost your sales? Start using GemPages today and take your eCommerce success to the next level! 

Wrapping Up!

Mastering the 7 principles of influence isn’t just a theoretical advantage—it’s a practical game-changer for Shopify merchants aiming to stand out in a crowded eCommerce landscape. From triggering emotional responses like trust, urgency, and belonging, to driving measurable actions like conversions and repeat purchases, these psychological principles are the secret sauce to sustainable growth.

With GemPages, integrating these tactics becomes effortless. Its intuitive tools and CRO-focused features empower you to bring theory into practice—no coding required. So if you’re ready to build a store that not only looks good but also converts visitors into loyal customers, it’s time to put influence into action.

Start optimising with GemPages and turn your store into a persuasion powerhouse.