You can jump high or low, but when push comes to shove, as a webshop owner, it's all about the hard cash. And there are plenty of ways to make your conversion rates skyrocket! One of those methods is the Goal Gradient Effect.
This principle, devised at the beginning of the last century by American psychologist Clark L. Hull, is a relatively simple method to give users a sense of satisfaction. The Goal Gradient Effect makes consumers more inclined to press the order button. Reason enough to take a closer look at this principle!
How does the Goal Gradient Effect work?
The Goal Gradient Effect taps into people's psychological need to achieve goals in life. The rule of thumb is: the closer someone is to a specific goal, the greater the chance that they will complete the steps. Just compare it to a strenuous hike in the mountains of Switzerland. Seeing a sign while tired indicating that you only have 2 kilometers left to the summit motivates you more to continue than if you have no idea that the highest point is still 2 kilometers away. You can apply exactly that principle in your webshop as well.
Goal Gradient Effect in practice
Testing the Goal Gradient Effect did not take place online, but rather offline. In cafes, stamp cards were handed out to people who ordered a cup of coffee. Every cup of coffee served was worth a stamp, and a full card meant a free round at the cafe. It could be concluded that a new cup was purchased more quickly thanks to this formula.
Examples of Goal Gradient Effect
The principle of the Goal Gradient Effect is clear to you by now. But how can you apply this in your webshop or website How to apply this? The easiest way is to add a visual bar indicating which step someone is on the stairs. A very efficient method is to indicate that someone is already at step 2, while step 1 was in fact nothing more or less than clicking on a product. This gives the person the impression that they are closer to the final goal.
Rewards
Incidentally, the Goal Gradient Effect is not only focused on achieving goals, but also on appreciation. A language app like DuoLingo makes clever use of this. After every completed lesson, you are awarded a trophy or certificate. This is often accompanied by a pleasant sound, making you more inclined to keep playing in the app longer. So, if you earn more money by keeping people in the app, this can be a useful method.