Coglode Cookbook

We don’t like uncertainty and generally stick to what we know

Making a small commitment now makes us more likely to agree to a greater one later

Giving people a low-risk taster is a great way to test out the new without fear.

Where can you provide moments to explore the unfamiliar?

Conversion

To get them started, begin with a very small task

Getting people started is often the hardest thing. What are the barriers to buying your product that you should overcome?

We don’t like uncertainty and generally stick to what we know

Making a small commitment now makes us more likely to agree to a greater one later

Giving people a low-risk taster is a great way to test out the new without fear.

Where can you provide moments to explore the unfamiliar?

Conversion

To get them started, begin with a very small task

Getting people started is often the hardest thing. What are the barriers to buying your product that you should overcome?

Giving people a low-risk taster is a great way to test out the new without fear.

Where can you provide moments to explore the unfamiliar?

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We don’t like uncertainty and generally stick to what we know

Making a small commitment now makes us more likely to agree to a greater one later

Related Pairings

Overcome change aversion with increasing exposure over time

Sudden, unexpected change can feel difficult to stomach. How can you use 'change exposures' to reduce discomfort?

Mere Exposure Effect

Related Pairings

Conversion

Encourage action by offering closure on mystery

Because we value certainty, we are motivated by curiosity. Where can you foster a desire to satisfy both needs?

Curiosity Effect

Related Pairings

Encourage product migration by creating parallel experiences

Unexpected change creates confusion and discomfort. How can you more delicately manage this process?

Certainty Effect

Related Pairings

Overcome fear of new, unknown choices with a little taster

We stick to what we know, even when there are better things available. How can you offset this with a low risk sample?

Status Quo Bias

Related Pairings

Onboarding

Allow existing customers to get new customers started

What's new feels safer when guided by relative experts. How can you use others' wisdom to get people off on the right foot?

Reciprocity

Related Pairings

Onboarding

Highlight how others got started

Social norms help guide us in times of uncertainty. What well-trodden steps can people take first with you?

Social Proof

Related Pairings

Offer a small dose of situational control

We're evolutionarily hardwired to avoid change where we can. But how can you give people some reassuring control over it?

Autonomy Bias

Related Pairings

Heavy past investments needn't weigh you down today

Our past efforts can often get the better of us. How might you test out a different direction in a lean way?

Sunk Cost Bias

Related Pairings

Conversion

Guide through the new and unfamiliar with predefined choices

Those who are unfamiliar with what you offer need a little extra help to decide. Where might you provide defaults that guide?

Default Effect

Related Pairings

Learning

Make unfamiliar concepts easy to understand and connect to

New technologies often come with many benefits, but can be confusing. Metaphors provide a great way to overcome confusion...

Metaphorical Shortcut

Related Pairings

Product Development

Reduce unnecessary choice for unfamiliar new concepts

Too much choice can overwhelm people, but this is particularly so for new markets or with new technologies.

Limited Choice

Analysis Paralysis

Related Pairings

Embrace reassuring Authority in difficult times

In times of change, we seek out leaders to help us move forward. How can you create reassuring clarity through your people?

Authority

Related Pairings

Let the actions of others reduce personal fear of the unknown

As social creatures, we're greatly reassured by the actions of others. How can you use this to reduce aversion to change?