Encouraging users to take more risks
We react to risky situations. When we feel safe, we take more chances. This week’s bias is risk compensation and we’ll be going into shark invested waters. Try not to worry.
Bias #4 in action
Scenario: You’re going diving with sharks.
If someone asked you to swim with sharks with only a wetsuit to protect you, what would you say? Are you crazy?! Me too. I’d imagine you wouldn’t do it. If you were in a steel cage, you’d have less chance of being eaten alive. You might be more likely to do it and experience seeing sharks in their natural habitat.
Anyway, everyone knows sharks hate the taste of humans.
Digital bias #4 in action
Scenario: You’re an online retailer trying to increase sales.
Without a shopfront, this online retailer is having trouble with sales. How might they encourage customers to trust them and take risks that lead to great pay-offs?
Create trust
Trust makes risk feel less scary. Security logos, reassuring language or rolling payment subscriptions can all help build trust.
Give a taster
Help users take the leap of faith. Offer a free trial or limited version so your customers can see how great your products are.
Provide a “get out”
We don’t like to feel trapped. Make it easy to make changes, cancel or return goods.
Show benefits
Share positive experiences of your product. Reviews and case studies will show you have happy customers.
Life isn’t fun without taking a risk every now and again. Make your users feel safe and they’ll take the plunge.
Up next: Making direct comparisons easier
