Our objective is to get people to buy the monthly auto-ship plan (and not the one-time option).
Here is the control (what’s online now):
Everything is laid in front of the user. This can cause analysis paralysis (too many options). Also, the shopper is likely to pick the one-time option because they don’t want to get into a monthly membership.
I had an idea to make this better. This is what I would have done if I was working on this site.
We added a priming treatment. The idea is to activate System 2 for the shopper. Where System 1 cares about the short-term (impulsive emotional side), System 2 cares about the long-term (rational side).
Now when the user reaches the product page we show a welcome message and ask them to make a selection:
This activates System 2. We fully expect most shoppers to select, “I want to change my life for the long term” option. Who wouldn’t? When they do that we show them this screen (notice we’ve eliminated the one-time purchase option):
The user will be surprised but immediately remember, “Oh that’s right, I did say I wanted long-term benefits”. It’s now 7% more likely people will stick with this choice.
If the shopper had selected “I’m looking for benefits on the short term” they would have seen this:
Two more ways in which you can use Priming on your site
About Frictionless Commerce
We’ve been thinking about online buyer psychology for the last 11 years. Why do online shoppers behave the way they do? Does a product that is objectively better than the competition always win or does buyer perception matter most? We’ve learned some fascinating truths.