29/05/2023
Customer Behaviour to for different customer at different customer journey
1. Before "I Sign Up!", Don't implement UX that force user to sign up to check out, have a guest checkout and invite them to signup to get *REWARDs*, this is the 300 M button, https://articles.uie.com/three_hund_million_button/
Why this happen? It's called the foot in the door principle or contrast bias in behavioural psychology and combination of scarcity, sunk cost fallacy or commitment bias.
When they already put so many things in the cart (big request), signing up is just a small effort (small request), this creates a contrast bias and sunk cost fallacy when I already spent like 20 mins adding to cart... registering is a small effort.
Plus the additional reward if you sign up= Opposite of not signing up is losing points... this seems like a great deal, why not I just sign up.
Personal experience, went to this neighboring restaurant wit the QR scanning ordering, but when I want to order I need to sign up on this POS system, waiting for email verify, lock my card in... I used almost 10 mins for this process, and when I start ordering it's already 15 mins I'm being hungry and angry. Even their food are cheaper... I never been there again (I went the second time because my buddy ask me to go there, and of course he paid not me)
Making it hard to buy is one thing you don't want your customer to experience.
2. After Sign Up, Add in your remember me button and make sure it works, if it doesn't REMIND them to login, Add a Login to collect points during checkout if they didn't login, you don't want your customer to lose points. Losing point is bad, scarcity will work against you if you don't have a proper flow for them to collect point.
Personal experience: I went to this petrol station, I forgot to bring my card and I can't collect points, I'm super unhappy, so I just decided to drive to another station beside it on the highway because I have the card in my car... and when I went there, OMG I don't even need to bring my card, I can fill in my phone number and my points got recorded, Good Job Petronas! And from that time onwards, I only pump petrol in Petronas! Thanks for the convenience and customer centric design.
Talk to us if you want to know about your customer behaviour and how it can help to boost your business!
