SATURDAY 5TH MAY 2018
At the end of my last blog I mentioned how trial periods with services such as Netflix and Amazon allow customers to establish new behaviours in the short-term, before stretching them out to something more long-lasting.
You can also look at this idea through the lens of adding certainty for customers too. I’ve already discussed the principle of certainty in previous blogs, but for those who have joined the Desire Code Blog more recently, humans are drawn to certainty. It’s an instinct of ours to want to know what we are going to get, and it shows up in many ways in our lives, from watching weather forecasts, downloading travel schedules, looking at photos of a holiday resort before booking, listening to football pundits and taking dinner recommendations from a friend.
Certainty appears in two ways for customers:
1. They want to know that they are spending time on/doing/buying the right thing.
2. They want to know they are doing the thing right.
Looking at the first of the two points above, you can give customers assurance that they are right to be buying from you by taking away from them the risk of making a bad choice.
Here are some examples: • The free trial period (mentioned above) • eCommerce sites that offer free postal delivery on goods, and free postal returns if you don’t want to keep them. • First session free at a fitness studio. • Test drive in a new car. • Free samples or swatches of carpet or sofa fabrics to test and compare (and stroke) • Free taste samples of things to eat, like a tiny piece of a new cake at a coffee shop • Stores that have a returns policy if you change your mind. • Restaurants or hotels that let you cancel your reservation. • Free adjustments on garments if they aren’t the right fit first time. For example, if you are short (like I am) and you can’t find jeans the right length, Levis jeans will adjust them for you for free. lululemon will do the same with their yoga and training pants. • Adding a guarantee to a product or service so customers know what to do if it doesn’t live up to expectation.
In what ways can you de-risk the buying/participation decision for your customers?