People value things more when they see the work behind them
Description
Customers value more products or services and can be more tolerable when they can see the work behind them.
""Effort is the universal currency of respect""
Examples:
When online services show that they are working hard and taking time to do things right, people may like them more even if they have to wait longer compared to websites that load quickly without any indication of effort.
A high-end restaurant serving you food within minutes would be suspicious.
It's not uncommon to wait for 40-min or even 1h+ to get your $250 plate.
Starbucks requires baristas to steam milk for each drink individually. This process increases wait time but allows customers to see what’s going on.
Research:
The Harvard Business Review conducted an experiment to test user experiences while booking flights online.
In the first website, the progress bar showing the remaining steps in the booking process was a simple basic bar, and the second showed each airline being canvassed.
Despite each providing identical results and the second website having twice as long loading times (sometimes even 30-60 seconds slower), a majority of users preferred the second one, because they perceived it as a more transparent one.
(Note: it was back when travel websites were quite new. Nowadays you should never let anyone wait that long)
Application
Transparent Process Sharing
Use digital marketing channels to share behind-the-scenes content that highlights the effort, craftsmanship, and attention to detail that go into the creation or curation of your products or services. For instance, a handmade jewelry brand could share videos or blog posts detailing the meticulous process of crafting each piece, from design conception to the final polish. By showcasing the labor involved, customers are likely to perceive the products as more valuable and are therefore more willing to pay a premium.
Customization Options
Offer customers the opportunity to customize their purchases online, whether it’s engraving a personal message, choosing colors, or assembling components of a product. This not only gives a sense of personal involvement in the creation process but also enhances the perceived value through the labor illusion. For example, a tech gadget store might offer a service where customers can select components for a custom PC build, with updates and detailed information provided at each step of the assembly process. The effort perceived in both customization and assembly contributes to a greater appreciation of the final product.
