eCommerce Tip #113: Join the pain to minimize it, sploit the gain to maximize it

Join the pain, split the gain.

People are more sensitive to pain (losses) than to gain. On your pages, group pain points (e.g., price and shipping) in one item and split gain points (discount and free shipping) into multiple items.

Join the pain to minimize it, sploit the gain to maximize it
Tip #113 – © Franco Folini

This techniques leverage the results of several psychological studies. Humans are more sensitive to pain than to gain. The happiness of finding a $20 bill on the sidewalk doesn’t match the pain of losing a $20 bill on the same location.

Customer's pain: what shoppers hate the most
Customer’s pain: what shoppers hate the most

Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.

If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com