For example: Stop losing $75 a month on X—buy Y instead. Two groups of patients received almost identical brochures on breast self-exam. We need an enormous effort to understand reality in absolute terms, so, when making decisions, we use a baseline as reference. At UI-Patterns.com, they compiled a list of four ways you can tingle loss aversion to users. Este sesgo cognitivo, llamado aversión a la pérdida (en inglés loss aversion ), forma parte de los grandes conocimientos psicológicos de la denominada economía conductual . On pre-orders for the Full Focus Planner, Michael Hyatt chose to send a cart abandonment email, reminding the buyer to complete the purchase. For instance, if we had to decide between gaining 10 dollars or avoid losing 10 dollars, we would avoid losing the money we already have. Inspiring the fear of losing: a powerful technique since the 1930s. On food alone, we overlook, on average, 200 decisions a day. More than half of global loyalty-program participants, 51%, say product discounts are among the three most valued benefits. Their value proposition and tag line state “We save people money, so they can live better,” and “Save Money. Loss aversion isn’t limited to hypothetical situations posed to doctors. One of the guys always offered two grapes. A word of caution: Don’t make your customers nervous by focussing only on what they’re about to lose. And we are not alone. Ready? After creating and implementing some of these loss aversion strategies to your site (or all of them, if you are extremely bold! Loss aversion accounts for negative changes having a higher psychological impact than positive changes. Is it worthwhile to copy A/B tests? If your goal is to inspire the fear of losing money, just tell your visitors they could be spending more to buy the same item or service. They play with customers’ loss aversion specially when they offer discounts or free benefits. The gain/loss scenarios also show the decision-making was based on the referent. Estos son los métodos de marketing que se benefician de la aversión a la pérdida: También es fundamental la formulación y las palabras que se utilizan: “Ahorra 100 euros ahora mismo” es, por ejemplo, una formulación más elegante que “Obtén 100 euros más de ganancias gracias a este producto”. ¿Quieres animar a tus clientes potenciales a comprar tus productos? La palabra clave en este contexto es la “irracionalidad”: durante mucho tiempo, reinó entre los economistas la idea de que el ser humano pensante económico (el llamado homo oeconomicus) actúa de forma racional y maximizando su utilidad. Loss aversion is the reason we see phrases like “last chance” or “hurry” in marketing campaigns so often. When it comes to marketing, the principle of loss aversion is a powerful tool available to brands to increase customer engagement and encourage conversions. In this market, Santos and her team introduced tokens which the monkeys could exchange for food. At a first moment, our happiness for a 10-dollar win should have the same intensity of our sorrow for a 10-dollar loss. While economics may lay down the foundational laws of supply and demand, marketing can use loss aversion to manipulate the variables and win big. DiscountHockey.com offers hockey gear and apparel at reduced prices, as you can see in one of their product pages: How does Discount Hockey reinforce the discount? Finalmente constató que los profesionales con experiencia, como los taxistas, también se comportan de manera irracional en lo que respecta a la economía, dado que son personas que temen a la pérdida. Loss aversion is the tendency to prefer avoiding losses to acquiring equivalent gains. If clients do not use the coupons in time, they risk losing money in purchases of the same items at a higher, regular price. A weekly test on this platform guaranteed at least 400 unique session views for each of the page combinations with each bias. Use loss aversion (in moderation) for your marketing. As it turns out, capuchin monkeys are loss avert, too. The meal is already reserved! How to frame loss aversion on your offers? When you want to inspire fear, be definite! Loss aversion is the well known phenomenon that explains why our brain assigns more negative weight to losing $100 than it does positive weight to a $100 gain. This group could choose between gaining a mug or gaining an amount of money. Sephora.com offers free samples the customers can choose to add to the basket, before checking out. Kahnemann y Tversky explicaron este temor a perder: las personas no valoran una inversión (por ejemplo, una casa, acciones o un producto) de acuerdo con el resultado final, sino más bien en relación con un llamado punto de referencia, que es, por lo general, el momento de la compra. El sesgo de confirmación es un defecto cognitivo que no deja exento prácticamente a nadie y que puede ponerse al servicio de la adquisición de clientes. Rationally, the monkeys should choose the safe guy, with the safe loss, but acting on loss aversion, and mirroring human decision-making, they always made the risky decision of trying to keep more grapes, losing to risk one more grape in the transaction. Instead of framing a special offer as a present you are giving to your customers, frame this as … The other is that you have aroused in him the fear that he will lose something worthwhile if he does not do as you say. “Item is on Sale” is announced in a contrasting color, red. If customers skip this period for purchasing the book, they will lose money on the long run, when they will want to buy the bonuses separately. Instead of getting one grape for one token, monkeys could get two, or three grapes. They say, “Use them a week, and if you don’t want it, send them back.” Most people don’t. You can see they use the repetition for words as “rewards,” “perks,” and “benefits.” They clearly point out that you can “cash points for benefits.”. Routine Tasks. Loss aversion refers to the tendency of people to strongly prefer avoiding losses to acquiring gains. Below is a list of loss aversion examples that investors often fall into: 1. As they previous selected the items for purchase, they had already considered the items as their own. To use loss aversion as an ecommerce marketing technique, you can test offers that frame not buying something as a painful loss. The email mentioned the person could be distracted, and that’s why they left the site without buying the planner. With notifications for cart abandonment, you can reach out for your customers to recover items they were interested in buying. Presentamos los 7 tipos de páginas web más importantes... Usa nuestra visión de conjunto para hacer una estimación realista de los costes de tu web... Descubre los pasos indispensables que hay que seguir para conseguir una reputación como bloguero... Descubre 5 pasos para vender con éxito tus productos en Internet... Desde el SEM hasta el display marketing o el móvil, te mostramos los métodos más importantes... Introduce el dominio que deseas en la barra de búsqueda para comprobar su disponibilidad. Loss aversion refers to a highly profound cognitive distortion whose effects are omnipresent in marketing. The not-so-hidden secret to employ this technique? Para no renunciar a un atributo (como la calidad del producto o su posesión), los clientes tendrán que adquirir dicho modelo. On loss aversion in capuchin monkeys. When suffering from FOMO, people want to keep up with trends and other people’s activities. The control variation, with no effects on, performed poorly for conversions, time on page, and all the other metrics. They didn’t see the mug as something they already owned. At Orbitz.com, for example, deals are the essence of their offers. The feeling of loss is way deeper and more intense than the joy of gaining. And, in the years s… Más de 700 nuevas terminaciones de dominio, Dominio con privacidad WHOIS incluido gratis, Crea fácilmente la página web de tu negocio, Múltiples diseños y gran variedad de plantillas, Crea tu propia tienda online rápidamente, La elección ideal para Apache, PHP y MySQL, Hosting dedicado en España: Windows o Linux, Cloud IaaS altamente escalable y configurable de manera individual, Análisis del rendimiento de tu página web, Comprueba gratis si tu sitio web está optimizada, Comprobar la autenticidad de un correo de IONOS. También con los modelos de negocio freemium u otras formas de actualización de cuenta se puede aprovechar la aversión a la pérdida en el marketing. Framing the self-exams in terms of loss, instead of gains, led patients to take action. Remember to always A/B test your findings and hypothesis. You will find in this article three leading experiments on loss aversion. For the first group, the content emphasized the gains of performing self-exams, while the second group received a negatively-framed brochure, highlighting the losses of not performing the self-exams. Gains are reinforced under the CTA, as “Congratulations – You get free shipping!” again in green. Loss aversion: el valor de la aversión a la pérdida en el marketing Tendemos a dar más importancia a una pérdida que una ganancia de la misma magnitud. Loss aversion is something that I see a lot in marketing campaigns. Psychologists Daniel Kahneman and Amos Tversky (you might remember them from our article on marketing and the anchoring effect) studied the impact of loss on human decision-making and were able to confirm their central assumptionthat: Humans are hard-wired to avoid losses. Between the $7.12 and the $2.87 price evaluations lies a gain/loss perspective. Ownership makes the sample more valuable, as the coffee mugs priced around $7.00. This reference might trick us, as it happened with the monkeys and their decisions on trying to get more grapes. Yechiam, E., and Telpaz, A. Emails are, after all, the preferred means for receiving brand promotions: Evy’s tree has a fantastic example of using the VIP list to introduce their new hoodies: A new hoodie inspired by a real woman is named, created, and topped with a story about why that woman is an inspiration, Evy’s Tree doesn’t immediately offer the hoodie for sale. Just like most other marketing tactics, they can either work extremely well or blow up in your face. By the end of the time frame, customers will lose all benefits, as those countdown clocks alarmingly indicate on landing pages. En combinación con el conocimiento de otros fenómenos, como el efecto ancla, el efecto halo o el efecto IKEA, se puede maximizar con relativa facilidad el éxito de algunas campañas de marketing a largo plazo. En días con una gran demanda de trabajo, los taxistas deberían trabajar más para compensar los días de poco trabajo. This was a safe loss. He is the co-author of Amazon.com bestselling book: "Conversion Optimization: The Art and Science of Converting Visitors into Customers." To cope with overflowing choices and prevent decision fatigue, we have ancestral mechanisms to help us reach faster decisions, based on our previous knowledge and interpretations of the world that surround us.
2020 loss aversion marketing