Mike HeapMike is an experienced Product Manager who focuses on all the “non-development” areas of My AskAI, from finance and customer success to product design, copywriting, testing and more.
Created time
Jul 15, 2024 11:44 AM
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Jan 31, 2024
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boost-conversions-by-82-using-the-ikea-effect-our-proven-strategy
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We used the "Ikea effect" to increase conversion by 82%
Here's why and how.
The Ikea effect is a "cognitive bias in which consumers place a disproportionately high value on products they partially created".
Our Goals
We wanted to do two things in our product:
- Increase conversion(getting users to ask more questions on their first use)
- Educate themabout some of the customizations that were available.
Our Thought Process
We thought:
"What if we made the user do a little more work to personalize their AskAI before we show it to them, making them feel like it is theirs?"
Implementation
So we added a simple (skippable) screen we called "Pre-settings". This screen has a subset of our customizations, but the ones that will make the AskAI most usable if the user wanted to share it.
Results
After tracking it for two weeks, we found that users who completed the screen were almost twice as likely to reach our question target as those who didn't.
Considerations
Now the data isn't perfect, and it isn't exactly causal (the users who completed it could already have been higher intent). But as data is never perfect, we are taking it as a pretty strong signal!
Takeaway
Are there ways you can make your users feel they have "built" more of your product?
