People judge an experience by its peak and how it ends
Description
People remember an experience, whether it’s negative or positive, largely based on how they felt at its peak and at its end, instead of judging the experience as a whole.
Research:
In an experiment in which people were engaged in two aversive trials:
- short in which they soaked their hands in water at 14 C for 60s
- long in which after 60s in 14 C, the water temperature has been gradually raised to 15 C over another 30s.
Most participants chose the long trial, although it was painful over a longer period of time.
Application
Emphasize Positive Peaks
Highlight the most positive and memorable moments of the customer journey, such as a seamless purchase process or exceptional customer support, to create a lasting impression.
Optimize Landing Pages
Ensure that landing pages provide a peak positive experience by focusing on user-friendly design, compelling content, and clear call-to-actions for a memorable first interaction.
Post-Purchase Engagement
After a customer completes a transaction, create positive peak experiences through follow-up emails, personalized recommendations, or loyalty programs to enhance their overall perception of your brand.
