Goodwill v Anxiety

I found this post by Seth Godin interesting as it reminded me of some of our thinking from a few years ago on Persuasion Pathways. We talked about the fact that people came to your web site with a certain amount of goodwill based on their relationship with your brand and that is reduced by the amount of anxiety they felt when interacting with your site. When anxiety had reduced the goodwill to nothing they would leave your site and shop somewhere else.

Seth is using some different terminology but essentially this is a similar concept model. He is focusing on the size of the red zone and highlighting the fact that it is a dangerous time in the process and that you need an incentive to get through it, the green dot is the incentive and the size of it is determined by how big your red zone is. Worth a read on his blog.

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