Ignoring problematic situations in hopes they'll resolve themselves.
The Ostrich Effect is a behavioral economic theory stating that investors avoid negative financial information or uncertain financial risk. It suggests that people tend to ignore dangerous or negative information, similar to an ostrich burying its head in the sand, hoping that the problem will simply go away if they do not acknowledge its existence.
The Ostrich Effect can be implemented in a tech startup's email marketing strategy to increase conversions. The Ostrich Effect refers to the tendency of individuals to avoid information that may potentially be unpleasant. For instance, a tech startup can send out emails to customers who have abandoned their carts, reminding them of the products they left behind without mentioning the reasons they could have abandoned the cart, like price. By focusing on the product's features and benefits, customers are more likely to complete their purchase, hence boosting conversions.
In the context of subscription renewals, the Ostrich Effect can be used to increase retention rates. Rather than sending out notifications that a subscription is about to end—which could remind customers of the cost—a tech startup can send out messages highlighting the benefits of the service they offer or new features they've added. This strategy can make customers focus on the value they get from the service rather than the cost, encouraging them to renew their subscription.
The Ostrich Effect can be used to increase user engagement on a tech startup's platform. For instance, if the startup has a learning platform, they can send out weekly progress reports to users. However, instead of focusing on sections where the user is lagging behind, the report could highlight the areas where the user is excelling. This way, users are more likely to feel motivated to continue using the platform, thereby increasing engagement.
A tech startup can use the Ostrich Effect to increase trial conversions. When a trial period is about to end, instead of sending out notifications that the trial period is ending—which could be unpleasant news to the user—the startup can send out messages about the features that the user will miss if they don't convert to a paid plan. This makes the user focus on the value they're getting from the service rather than the impending end of the trial period, which can increase conversions.
The Ostrich Effect can also be implemented in a tech startup's social media promotion strategy. By focusing on the positive aspects of their product or service, such as its unique features, benefits, and positive customer reviews, a startup can attract more potential customers. Avoiding any mention of the cost or potential drawbacks of the product can make it more appealing to customers, thereby increasing conversions.
Decoding the Why explores how high growth companies can integrate the power of behavioral science to unlock product & go-to-market strategies.
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