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I think the lesson is rather that, for impulse purchases, even a very small bit of friction can interrupt the impulse and blow the sale. If he'd spent weeks ag
by fatbird 14y ago
I think the lesson is rather that, for impulse purchases, even a very small bit of friction can interrupt the impulse and blow the sale. If he'd spent weeks agonizing over it before buying it, knowing registration was part of it, he'd have probably gritted his teeth and done it because that annoyance would have been factored into the price over which he agonized, and he'd have had time to rationalize it as a small thing. Instead, he went from "WOOHOO! Printing out real objects! Just a few more..." to "WTF? I HATE registration requirements! Why do they have to make me do this?" in a moment.
- lancewiggs 14y agoExactly. Our propensity to buy peaks at a certain value - say 10 points for me in this instance. Every time an obstacle is placed in the way that propensity gets reduced by a value related to the frustration level. As the points reduce our propensity to buy becomes irrelevant in the face of the many other things going on. They had already for me lost points for 1: not making it clear that the printer only uses PLA and not ABS (-3), 2: the fact that it doesn't accept ABS (-2) and 3: because only one color of PLA is available at the moment (-2). The unnecessary registration was enough to halt the process. (-6) Note how relatively large the usability scores are versus the functionality scores. Being easy to deal with is absolutely paramount in commerce.
- beeneto 14y agoIt also seems likely that if you're in the kind of fey, excited mood that leads to impulse purchases then you'll be more prone to rage quitting the browser when something annoys you.