{"id":18252,"date":"2017-08-01T09:37:11","date_gmt":"2017-08-01T09:37:11","guid":{"rendered":"http:\/\/newrelease.safeshops.be\/2017\/08\/01\/how-to-avoid-customers-feeling-bad-about-a-purchase\/"},"modified":"2019-02-28T14:56:56","modified_gmt":"2019-02-28T14:56:56","slug":"avoid-customers-feeling-bad-about-a-purchase","status":"publish","type":"post","link":"https:\/\/becom.digital\/fr\/avoid-customers-feeling-bad-about-a-purchase\/","title":{"rendered":"How to avoid customers feeling bad about a purchase"},"content":{"rendered":"<h2>Buying it without needing it<\/h2>\n<p>Recognize this? You walk out the store with a new iPhone and you\u2019re feeling great. You can\u2019t wait to get home, unpack and fiddle with it the rest of the evening. Thank <a href=\"http:\/\/www.slate.com\/articles\/health_and_science\/science\/2013\/07\/what_is_dopamine_love_lust_sex_addiction_gambling_motivation_reward.html\">dopamine<\/a> for that, the chemical your brain releases in anticipation of a reward. The anticipated reward in this case is the promising fun evening with your new gadget.<\/p>\n<p>But then there is this nagging feeling: did you really need a new iPhone? Your current one is perfectly fine. A bit slow perhaps and it carries a scratch or two, but for the rest: perfectly fine.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-16575 alignright\" src=\"http:\/\/newrelease.safeshops.be\/wp-content\/uploads\/2017\/08\/FactBelief-1024x776.jpg\" alt=\"FactBelief\" width=\"478\" height=\"362\" \/>This state of mind is called \u2018C\u2019: you have done one thing but at the same time you believe you shouldn\u2019t have. And you feel bad about it. People don\u2019t like this feeling and try to get rid of it as fast as possible. How they do that? By trying to neutralize the cognitive dissonance as much as possible telling themselves:<\/p>\n<ul>\n<li>\u201cBut my current one is more than 4 years old, no one keeps a phone as long these days.\u201d<\/li>\n<li>\u201cThe new OS will be released in a couple of months, surely my current iPhone won\u2019t work anymore. Better buy a new one right away.\u201d<\/li>\n<\/ul>\n<p>People simply make up excuses to justify the purchase.<\/p>\n<p>What happens in the mind is that people try to be \u2018cognitively consistent\u2019 instead of \u2018cognitively dissonant\u2019. So they either change their behavior (which they rarely do because it is so hard) or they change their belief (which is in most cases a lot easier).<\/p>\n<p>Helping customers overcome cognitive dissonance is a very powerful user experience technique. If you do this well, you can convince people to buy something they don\u2019t really need. Because if people only buy what they really need, a lot of us would be out of business very soon\u2026<\/p>\n<p>&nbsp;<\/p>\n<h4>You deserve better underwear<\/h4>\n<p>Smart sites try to neutralize the unpleasant feeling of cognitive dissonance from the very start. They do this by using clever copy.<\/p>\n<p>Take a look at the example below:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-16576 aligncenter\" src=\"http:\/\/newrelease.safeshops.be\/wp-content\/uploads\/2017\/08\/Goop.png\" alt=\"Goop\" width=\"608\" height=\"823\" \/>www.goop.com<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/goop.com\/the-best-statement-pieces-for-summer\/\">Goop<\/a> helps you overcome your potential cognitive dissonance in the first paragraph: \u201cEasy to integrate, simple to style, and packed with mileage to last the summer and beyond.\u201d Exactly what your inner voice needs to hear in order to splash out 2.000 bucks for a purse and a shirt guilt-free.<\/p>\n<p>Or this one:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-16580 aligncenter\" src=\"http:\/\/newrelease.safeshops.be\/wp-content\/uploads\/2017\/08\/Mr-Porter.png\" alt=\"Mr-Porter\" width=\"529\" height=\"790\" \/>www.mrporter.com<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>When you\u2019re going to a groovy festival with cool friends, you obviously don\u2019t want to \u201crun the risk of sinking into the style mire.\u201d <a href=\"https:\/\/www.mrporter.com\/daily\/what-to-wear-to-glastonbury\/999\">These pieces<\/a> will give you the confidence that no matter how hefty the price, your outfit will be spot on. They will \u201cmake your Glasto a blasto.\u201d That\u2019s all the reason you need for an instant update of your summer festival outfit.<\/p>\n<p><em>PS: Just don\u2019t forget to swap those Vans sneakers for <\/em><a href=\"http:\/\/www.hunterboots.com\"><em>Hunter boots<\/em><\/a><em>, the \u201cwomen\u2019s festival essentials\u201d in case downpours are looming\u2026<\/em><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/www.hunterboots.com\"><em><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16578\" src=\"http:\/\/newrelease.safeshops.be\/wp-content\/uploads\/2017\/08\/Hunter.png\" alt=\"Hunter\" width=\"788\" height=\"448\" \/>www.hunterboots.com<\/em><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>You might argue that the examples above are low-hanging fruit because they are so desirable by a specific customer segment. But you can apply the same trick with something as mundane as <a href=\"http:\/\/www.valetmag.com\/style\/products\/2016\/best-underwear-for-men-062916.php\">underwear<\/a>. Just be a bit more elaborate and explicit in your copy:<\/p>\n<p>\u201cAnd perhaps you\u2019re thinking that you don\u2019t need to expect much from underwear. But we\u2019re gonna make the argument for why you should.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-16581 aligncenter\" src=\"http:\/\/newrelease.safeshops.be\/wp-content\/uploads\/2017\/08\/Underwear.png\" alt=\"Underwear\" width=\"433\" height=\"859\" \/><a href=\"http:\/\/www.valetmag.com\">www.valetmag.com<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Or you can be very bold, and make it your brand tagline:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-16579 aligncenter\" src=\"http:\/\/newrelease.safeshops.be\/wp-content\/uploads\/2017\/08\/LOre\u0301al.png\" alt=\"LOre\u0301al\" width=\"788\" height=\"518\" \/><a href=\"http:\/\/www.loreal.com\">www.loreal.com<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Once you recognize the mechanism, you\u2019ll see hundreds of examples of websites easing the pain of a not-so-rational purchase.<\/p>\n<p>Take away any feeling of guilt your customer might have due to cognitive dissonance, and you might drastically improve your conversion rate and customer satisfaction. <strong>Try it!<\/strong><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h4><strong>User Experience is more than design<\/strong><\/h4>\n<p>At Human Interface Group we are convinced that UX is much more than <a href=\"http:\/\/www.higroup.com\/services\/ux-design\">design<\/a>. It also includes <a href=\"http:\/\/www.higroup.com\/services\/ux-strategy\">strategy<\/a> and if you take it a step further it\u2019s also <a href=\"http:\/\/www.higroup.com\/services\/user-assistance\">helping users<\/a> overcome psychological barriers like cognitive dissonance.<\/p>\n<p>Did you know we can help you with the UX of <em>your<\/em> website too? <a href=\"http:\/\/www.higroup.com\">Get in touch<\/a>!<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Johan Verhaegen<\/strong><br \/>\n<strong>UX Strategist<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Buying it without needing it Recognize this? You walk out the store with a new iPhone and you\u2019re feeling great. You can\u2019t wait to get home, unpack and fiddle with it the rest of the evening. Thank dopamine for that, the chemical your brain releases in anticipation of a reward. The anticipated reward in this case is the promising fun evening with your new gadget. But then there is this nagging feeling: did you really need a new iPhone? Your current one is perfectly fine. A bit slow perhaps and it carries a scratch or two, but for the rest: perfectly fine. &nbsp; This state of mind is called \u2018C\u2019: you have done one thing but at the same time you believe you shouldn\u2019t have. And you feel bad about it. People don\u2019t like this feeling and try to get rid of it as fast as possible. How they do that? By trying to neutralize the cognitive dissonance as much as possible telling themselves: \u201cBut my current one is more than 4 years old, no one keeps a phone as long these days.\u201d \u201cThe new OS will be released in a couple of months, surely my current iPhone won\u2019t work [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"footnotes":""},"categories":[35],"tags":[],"class_list":["post-18252","post","type-post","status-publish","format-standard","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Avoid customers feeling bad about a purchase: SafeShops.be<\/title>\n<meta name=\"description\" content=\"Helping customers overcome cognitive dissonance is a very powerful user experience technique. 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