When developing or optimizing a website, you can anticipate visitors’ behavior based solely on the price, the investment, and value of the product or service you are offering.
This correlation allows marketers to determine how to reduce certain FUDs right off the bat. This science is called “Cognitive Progression”: predicting a visitor’s expected mental process regarding your product or service.
The importance of cognitive progression is embedded in taking you back to the basics and eventually leads you to making assumptions about the mental process your buyer personas will end up having before converting.
Naturally, visitors at the knowledge stage are considering the perceived risks of buying your product or doing business with your company. At this stage, visitors are curious about the value you are offering. They usually make some conclusions about value of your service or product in few seconds. Depending on that they will leave or stick around your website.
So, if you’ll manage to pre-empt some of the risks by predicting visitors’ primary concerns about price, investment, and value, you automatically reduce the FUDs that the user may experience as a result of your offering. By addressing the buyers’ worries through design and content, you get more conversions.
Price is at the core of your business, however; you should bear in mind that the higher the price is, the greater the FUDs are. In this case, opting for an adequate pricing strategy as well as countering some of the price-related concerns with incentives gives your visitors additional reasons to trust you.
As a matter of fact, for one of our clients we reduced FUDs on cart page and added some trust elements which eventually increased conversion rate by 6.89%.
Usually, under investment we understand a combination of several factors: time, effort, complexity of decision making process, resources and price. All these factors are considered by the user when buying your product or service. The higher the investment, the greater the FUDs.
You may have a low-price product, but buying this product will involve a lot of people to participate in decision making process and the product will require a lot of resources to maintain it. In this case the investment from the user is anyway high and he will have plenty of FUDs.
A company we assisted with increasing conversion rates was offering a low-price service; however, the service required lots of time and effort from the user. By anticipating through cognitive progression, we concluded that visitors had high FUDs because of inflated checkout process with no to little explanation of the steps. After we optimized checkout process, conversion rates soared.
The higher the value of the product or service, the lower the FUDs.
When something is of a great value as a product or service, and users recognize that value, they overlook many aspects of the website.
Surprisingly, to be valuable for the customer, your product or service may not have any outstanding qualities. It should just function as well as, or a bit better than competitors.
But how your website visitors perceive the value of your product or service? Through the content and usability of your website. If you do not present the right info, with the right usability, the right incentives, the right guarantees, visitors will not stick around your website.