Curiosity Effect

We're driven to seek missing info that closes our knowledge gap

Our intense, spontaneous desire to close the void between what we know and what we don’t means that…

Hill et al. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research.

The study

Setup

105 people were shown an online promotional offer, with the final offer value of 40% revealed either immediately or only at checkout.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Those in the extended curiosity condition were more likely to buy with the promotion than those who were told of the offer value immediately.

np_read_2490885_000000

In detail

Key Takeaways

…curiosity will always be effective.

A recent campaign by Cancer Research UK to fill missing letters of the second-most common cause of cancer led to a 22% increase in its awareness. 

How can you use curiosity to drive a desire to learn about a new product or important message?

Create positive curiosity.

Vacation company srprs.me let you choose the number of people, dates and continent. You then get a scratch card to reveal your destination…but only at the airport!

Use to convert free to paid.

Popular dating app Bumble uses curiosity to drive conversions. People who’ve already liked you are shown, but with their faces pixelated and no further information shown. Users are then prompted to buy BumbleBoost to close the information void.

Curiosity Effect

We're driven to seek missing info that closes our knowledge gap

Our intense, spontaneous desire to close the void between what we know and what we don’t means that…

Hill et al. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research.

The study

Setup

105 people were shown an online promotional offer, with the final offer value of 40% revealed either immediately or only at checkout.

Results

Those in the extended curiosity condition were more likely to buy with the promotion than those who were told of the offer value immediately.

Key Takeaways

…curiosity will always be effective.

A recent campaign by Cancer Research UK to fill missing letters of the second-most common cause of cancer led to a 22% increase in its awareness. 

How can you use curiosity to drive a desire to learn about a new product or important message?

Create positive curiosity.

Vacation company srprs.me let you choose the number of people, dates and continent. You then get a scratch card to reveal your destination…but only at the airport!

Use to convert free to paid.

Popular dating app Bumble uses curiosity to drive conversions. People who’ve already liked you are shown, but with their faces pixelated and no further information shown. Users are then prompted to buy BumbleBoost to close the information void.

Curiosity Effect

We're driven to seek missing info that closes our knowledge gap

Our intense, spontaneous desire to close the void between what we know and what we don’t means that…

The study

Setup

105 people were shown an online promotional offer, with the final offer value of 40% revealed either immediately or only at checkout.

Results

Those in the extended curiosity condition were more likely to buy with the promotion than those who were told of the offer value immediately.

np_read_2490885_000000

In detail

Pairings

Conversion

Encourage action by offering closure on mystery

Make it easy for people to want to develop a curiosity in your products with playful, suggestive messaging regarding its outcomes.

Even reframing an initial call to action, like:

"Sign up to get started"

As something more curious and goal-orientated, like:

"Sign up to see how to do it"

...shows us that curiosity needn't be a grand event, but instead can operate in subtle, suggestive ways that playfully motivate by holding back certain information.

Where can you inspire explorative inquisition within people with in subtle ways at the beginning of their journey with you?

Loyalty

Offer a mix of constant and changing choices

In our product choices, we humans crave a complex mix of familiarity and newness. We know what we like, but we're also keen to seek out new experiences. Brands should embrace this, offering a small range of product choices that are either immovable, or variable.

UK eatery Honest Burgers do a great job here, providing a small number of always-on-the-menu burger options alongside other burgers that change by month or by store location.

Where can you provide this mix in the product choices you present to users? First, define what products or features should *never* change.

Second, how you can encourage curiosity and exploration with new ideas, driven by cross-brand collaboration, season or a new technology or ingredient, for instance?

Connected to

Running workshops?

Curiosity Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One