Trials Drive Conversion: Give Customers a Memorable “Wow” Moment

The key to conversion: the trial An important way to reduce barriers to customer conversion is to invite customers to try it. Beyond changing their behavior, there is a more important change: changing their role and mindset. “Try this” turns an “explorer” into a “user,” changing their mindset. For example, a salesperson may keep saying, “You would look wonderful in this.” The customer wonders whether it is true. Once they try it on, their perspective changes immediately: “Wow, that looks good. It would look great at work, and my colleagues would think I look younger.” You hardly need to speak; the customer begins imagining how it feels to wear it. The barrier disappears, increasing the likelihood of conversion. Trials therefore matter enormously. If a company has poor conversion and its process includes a trial, the problem must lie at that stage. What went wrong? The trial created neither a peak experience nor a memorable moment. Trying on clothing: “It’s okay, I suppose.” Tasting food: “It tastes all right; nothing special.” ---- Robin: “Pay attention to the trial stage. Give customers a vivid memory and a peak ‘wow’ feeling during it. If their usual response afterward is ‘okay,’ ‘ordinary,’ or ‘let’s see,’ the likelihood of closing a sale is generally low.” #TrialsShouldGiveCustomersAVividLastingMemory #WangZhiqianMOTExperienceDesignCourse