How this mental shortcut can help you increase your conversion by 700% - and it's legal

BIAS we all love and cherish!

Have you ever participated in something small at first:

• small charity donation?

• a little help to the local community organization?

• bought a song from an Apple Store (early 2000)?

But then you committed to something bigger?

• larger donation

• larger commitment in the local community events

• bought an iPod, iPhone, MacBook, etc

The mental shortcut behind all of these things is...

Commitment & Consistency Bias!

Commitment & Consistency Bias, you say?
What's that?

Let's dive in!

🧠 Commitment & Consistency Bias

People want their behaviors to be consistent with their previous choices

Long Definition

*Commitment & Consistency bias states that we act in ways that are consistent with our initial action or thought.

When we commit to something or someone, we stick to it because we want to be consistent with the image we have portrayed to others, and with the image they have of us.

People don't want huge sudden changes in their lives.

Ask for the small thing first.

Because they want to be consistent, they are more likely to agree to bigger requests later on.*

Research:

People were asked if they would volunteer to help with the American Cancer Society.

Group A received a cold call with a request - 4% agreed.

Group B received 2 calls. The first one asked them if they would hypothetically volunteer. The second call arrived with the request - 31% of people agreed - that's a 700% percent increase

🥊 Possible Applications

Marketing Strategies

Encourage customers to make a small commitment to your brand or site. Offer them something easy to complete or for free.

They will feel compelled to remain consistent with this initial behavior.

Up-selling

Cross-selling has a greater chance of follow-through because the consumer has already purchased or committed to one product in their shopping cart.

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