People might lose interest in an activity after they are rewarded for it
Description
People might lose motivation and interest in an activity as a result of receiving an excessive external reward (such as money and prizes) for it.
Research:
Researchers gave children a reward for doing activities they already enjoyed, like solving puzzles.
Then, the children were given an opportunity to engage in these same activities on their own, without the reward.
The results: children engaged in the activities less often than they did before.
Application
Progressive Content Offers
Create a series of content offers or resources that guide consumers through each stage of the buyer's journey. Start with introductory content that addresses broad topics or pain points, then progressively offer more in-depth and specialized content as consumers move closer to making a purchase decision. This approach helps build trust, educates consumers, and nurtures them through the decision-making process.
Incremental Conversion Goals
Break down larger conversion goals, such as making a purchase or signing up for a subscription, into smaller, incremental actions. For example, encourage users to first sign up for a newsletter, then engage with a free trial or demo, before finally making a purchase. By guiding consumers through smaller, achievable steps, you can reduce friction in the conversion process and increase overall conversion rates.
