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Making Decisions in the Approach Avoidance Mindset
Write Effective Copy to Reassure your User During Checkout
I will be discussing the approach-avoidance mindset of a user during a checkout flow and offer tips on how to write effective copy to reassure the user to complete their purchase.
Approach-Avoidance Mindset
When we are farther away from our goal, we are more likely to be in the approach mindset. This means we will focus more on the advantages during this stage. As we get closer to our goal, we enter the avoidance mindset, which means that we need to be reassured about any concerns we might have to complete our goal.
To explain how the approach-avoidance mindset works, I will be using SoulCycle as an example.
For those who are unfamiliar, SoulCycle is a cycling fitness class. One class starts at $28, which can be a little expensive for someone who has never tried it before.
SoulCycle Checkout Process
During the checkout process on SoulCycle, the customer might have some subvocal concerns while purchasing a class session, especially if they are a new customer. This can cause uncertainty and could result in not following through with the checkout flow. If their concerns become eliminated during the checkout process, there will be a much higher percentage of customers that complete it.
I completed the checkout process myself to see if they offered any words of reassurance before I had to purchase a class. Once you add the class to your basket, you arrive straight to this checkout screen:
