Everything in conversion optimization comes down to the customer making a decision... Yes or no. That’s the clutch point in conversion optimization. Leading up to this decision is the process of decision making.
Guest post by John Carvalho
Who hasn’t had buyer’s remorse? That post-purchase anxiety about a decision is all too common. Did we pick wisely? Should we have spent more? Or less? What about the item we could have bought but didn’t – once we make a decision, the “grass is greener” effect kicks in and we question our choice.
The good news is that scientists studying “choice closure” have found that encouraging specific post-purchase behaviors can minimize buyer’s remorse and maximize satisfaction with the decision. […]