Effort justification is an idea in Social Psychology based on people’s tendency to attribute a greater value to an outcome they had to put effort into acquiring. Often used by companies, it is an effective way to: get customers to upgrade, get more sign ups, collect user’s personal details and preferences.
Here are 5 examples of effective use of effort justification.
1. InVision – Join the newsletter
A pop up on the homepage says you can win a designer T-shirt if you sign up for InVision’s newsletter. The prize is not guaranteed but the T-shirt looks attractive enough to leave an email address. In the next step, the user is asked to share the info about InVision on Twitter in order to „double the chances to win the T-shirt”. Twitter share might be too much to ask from the user, given that the prize is not guaranteed.
2. One Plus One – Get an invite
OnePlus One, a smartphone provider from China uses one of the most popular Cialdini’s rule – Reciprocity. One can only buy a OnePlus One after getting an invite from other OnePlus One user. The smartphone manufacturer created a feeling of limited availability of the product, which increases customer’s desire to buy one. It is also a good PR tool, as many people write about their invites in social media.
3. Stylemint – Share your preferences
The first thing the user sees on the site is a survey asking about the types of clothes the user is interested in. This extra onboarding experience pays off as it helps to offer content tailored to the user’s preferences.
4. Treehouse – Buy one. Give one.
CSR takes many forms. Treehouse asks their users to buy a pro account in order to donate one for a public school student. The user who buys an account is left with the feeling he has done something good for a public school’s student.
5. Hubspot – Fill the form to get a report
Hubspot is not afraid of long web forms. In fact, in order to download one report the user needs to fill out a web form consisting of twelve mandatory fields (sic!). Hubspot builds a detailed database which can hep personalize their marketing messages and the user gets a good quality report. To learn more about lengthy web forms go to Difficult Art To Keep Things Simple.
There are many ways to justify an effort. Think which one can help you grow your business.