Valuing self-assembled products more than pre-assembled items.
The IKEA Effect is a cognitive bias in which consumers place a disproportionately high value on products they partially created or assembled themselves, regardless of the quality of the outcome. This phenomenon suggests that people tend to appreciate their own efforts and therefore, they value the things they have invested time and effort in more than identical products produced by others.
The IKEA Effect can be beneficially leveraged during the user onboarding process to increase conversions. By allowing users to customize their profiles or settings when they first sign up, it encourages a sense of ownership and commitment. This involvement in the creation process can make users value the product more, resulting in higher conversions. For example, a tech startup could allow users to customize their dashboard or select their preferences during the onboarding process.
When developing a new product or feature, tech startups can use the IKEA Effect to enhance user engagement and retention. By involving users in the development process, such as beta testing or providing feedback on prototypes, users become emotionally invested in the product. This can increase their perceived value of the product, contributing to higher engagement and product loyalty once it's launched.
Tech startups can apply the IKEA Effect principle in their customer support strategy to boost customer satisfaction and retention. Instead of simply solving the customer's problem, support teams can guide them through the problem-solving process, helping them understand and fix the issue themselves. This active involvement can make customers value the solution more and feel more satisfied with the service, leading to increased loyalty and retention.
User-generated content (UGC) is another area where the IKEA Effect can be utilized to improve engagement and loyalty. By encouraging users to create and share their content, such as reviews, blog posts, or social media posts, it enhances their sense of contribution and ownership. This can lead to stronger brand loyalty, higher engagement rates, and increased user retention. For instance, a tech startup could run a contest where users create and share videos of how they use the product.
The IKEA Effect can also be applied in the training and education aspects of a tech startup. By providing interactive and hands-on training, users gain a sense of achievement and ownership over their learning process. This can increase their perceived value of the training material, leading to higher engagement and better retention of the information. For example, a tech startup could implement interactive tutorials or quizzes in their training modules.
Decoding the Why explores how high growth companies can integrate the power of behavioral science to unlock product & go-to-market strategies.
Use promo code Patent355 to receive a free eBook and Kindle copy.
.png)
