Posts tagged psychology
How much would you pay for something completely useless? I’d pay nothing. Yet, the dudes over at thinkgeek.com have offered ‘The Useless Box’ that does nothing for $40. They even market it as useless, “Turn it on, so it can turn itself off… silliest electronics kits ever.” I went to buy one as soon as it showed up on my screen and it was already sold out. I live in Dubai, so it would cost me twice as much to have it shipped here, yet I’m heartbroken. Turns out there are 117 Facebook comments on the page, with similar reactions to mine, I’m not the only idiot out there drawn to an awesome yet useless experience:
“Shut up and take my money!”
“It’s the most useless and stupid thing I ever seen. I want it now…”
“I want to see the disappointment in my moms face when I spend 40 dollars on this.”
“MUST… RESIST… AAARRRRGGGGHHHH! This is the DUMBEST THING I have ever seen yet, I want one to put on my desk!!”
and so on…
Watch the video below and if you’re as dumb as I am, you can sign up to be notified when the Useless Box Kit is in stock again on ThinkGeek.com.
Update: I couldn’t actually buy the useless box. After a long thread of pleading emails with ThinkGeek.com’s customer service where I begged them to take my $40 dollars, somehow their poor business rules, checkout QA or UX won’t let me order one. And they didn’t really seem to care. I order things from American online stores all the time. I live in Dubai, use my UAE credit card and have things shipped to my friend’s address in the states. This is the first company of ‘geeks’ (yeah right) that I’ve had this problem with in 3 years. #fail
Results of an A/B testing evaluation show how triggering an emotional response / connection from user’s vastly increases their response rate, by 102.5% in this case. This seems to have the marketing power of testimonials, but portrayed in one happy smiling customer photo. A picture is worth a thousand words. Behind the scenes: A/B testing part 3: Finalé – 37signals.
Results of eye-tracking studies have shown how you can grab and guide a user’s eye using a similar emotional response. You look where they look, people look at other people’s faces – UsableWorld.com.au. But just because their eyes have seen an element on a page, doesn’ t mean that they’ve registered it.
Mind control? Seduction? How to bring users back and make them want to click? You don’t need luck, just need to study and master the science behind it. Awesome article on Smashing Magazine!