Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Amazon has ruthlessly removed friction to encourage customers to come back for more
Jan 26, 2023
A deep dive into how removing friction shapes customer behavior. Short segments cover one-click purchasing and the physical origins of seamless checkout. Discussion of how memberships like Prime create commitment and spending. Practical takeaways urge shifting budgets from persuasion to simplifying the customer journey.
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Tiny Friction, Huge Impact
- Removing tiny bits of friction can have outsized impact on user behavior.
- Amazon's one-click idea exemplifies this by shortening the path to purchase and driving repeat buys.
Experts Underestimate Friction Effects
- Small barriers dramatically reduce take-up even when experts expect modest effects.
- Bergman and Rogers' study showed enrollment rates swing massively when effort was removed.
Realign Budgets Toward Ease
- Realign budgets toward removing customer friction rather than only persuasion.
- Invest in simplifying the purchase journey to unlock outsized behavioral gains.
