Post by huangshi715 on Feb 15, 2024 10:44:32 GMT
If your customer doesn’t feel as though he has the ability to take action because he is confused or the task is too difficult, chances are he won’t. Dr. Fogg equates ability with simplicity. “A task is truly simple until it requires resources a person does not possess.” – BJ Fogg Information that is difficult to read or understand reduces the likelihood of people taking action. There have been several studies about how processing fluency – or the ease at which people complete a mental task – affects behavior. A Song and Schwarz study from 2008 found that people asked to follow instructions written in hard-to-read fonts were more likely to perceive the behavior as more difficult.
Take a look at this product page for Norton AntiVirus software. This page screams Senegal Email List cognitive overload; too many pieces of information bundled together in such a way that our brains cannot retain much in short-term memory. In order to be able to make a decision on which piece of software to download, we are forced to read mountains of text in small fonts. Copywriting: Norton landing page example This Norton AntiVirus product page makes decision-making a nightmare. Not to mention that we are contending with multiple triggers. Deciphering which package to go for practically requires a PhD in anti-virus software innovation. The ability to complete the required behavior is hampered by how fluent or, in this case,.
regards to ability, painting a clear and concise picture of your product or offer will reduce friction. In 2005, Robert Cialdini and Petia Petrova conducted a study in which they observed that consumers overvalued products that were easier to imagine. Presenting a product in a vivid way with matching, evocative verbiage positively impacted the customer’s perception of the product (and increased the likelihood of purchase). Consider this page from the retailer Modcloth. Copywriting: Modcloth product page example Vivid graphic + written imagery = less friction.
Take a look at this product page for Norton AntiVirus software. This page screams Senegal Email List cognitive overload; too many pieces of information bundled together in such a way that our brains cannot retain much in short-term memory. In order to be able to make a decision on which piece of software to download, we are forced to read mountains of text in small fonts. Copywriting: Norton landing page example This Norton AntiVirus product page makes decision-making a nightmare. Not to mention that we are contending with multiple triggers. Deciphering which package to go for practically requires a PhD in anti-virus software innovation. The ability to complete the required behavior is hampered by how fluent or, in this case,.
regards to ability, painting a clear and concise picture of your product or offer will reduce friction. In 2005, Robert Cialdini and Petia Petrova conducted a study in which they observed that consumers overvalued products that were easier to imagine. Presenting a product in a vivid way with matching, evocative verbiage positively impacted the customer’s perception of the product (and increased the likelihood of purchase). Consider this page from the retailer Modcloth. Copywriting: Modcloth product page example Vivid graphic + written imagery = less friction.