Card #14

Loss Aversion

We hate losing or letting go of what we have (even if more could be had).

See Also:

Framing, Ownership Bias

How might this apply to the Web?

What is lost by leaving your site? If sign-up is your goal, let people play with your service (creating personal content they might want to save) before you ask for personal information. For ongoing accounts, offer things of perceived value that are lost by closing an account. Also, can you frame your value proposition to highlight what people already lose or miss out on by not using
your service?

Ideas, Comments & Questions

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