Micro commitment is those small steps you can achieve your bigger goals. In this case, small steps taken by prospects draw them to Your sales channel Until they reach their ultimate goal of purchasing. These steps should be non-threatening and so small that people rarely notice they are doing it.
Easily drive your leads to sales channels with these six micro commitments:
- Quiz related to customer’s #1 pain points
- Give up free resources that help #1 pain points
- Lead customers to website content that answers frequently asked questions and solves fears
- Free trial of frequently viewed products
- Offering $10 or less, putting people in buying mode
- Send feedback surveys and ask UGC to remain involved
I like quizzes as micro commitments because they have very little effort. They don’t cause warning bells to people’s heads like they would ask for an email address. Instead, they are a fun way to help people discover what works for themselves without a huge commitment.
Quizzes can also help people convince people to make greater commitments. Think about it. You took a very useful quiz. Give up your email address for more information or similar quizzes, like no brains.
Taking a quiz around a customer’s #1 pain point will increase people’s chances of taking it. and beyond the surface level. Arouse curiosity and cannot stop until they reach the end.
Just like the past quizzes in People magazine. Although the following are as simple as hair color, they provide an interactive avenue for your answers, not just answering questions more complex. If you can expect something interesting in each magazine, you can consider subscribing.
You can put the quiz into a pop-up window on the website. Or, create a landing page for it and share the link on social media platforms. Ask no more than 7 questions. Or, if you are doing something similar to what you do in People magazine, it must be easy to browse.
The user should get the results without providing any information. I’m not sure if it’s worth pushing it, but at the end of the quiz you can tell the user that they can put their results in their email address to get more information about their results, or get more quiz sent to them.
If people are relevant and easy to perform, they can easily commit to the quiz and they don’t need their information to get results. This then starts building relationships with your brand and starts building deep enough trust to get them to the ultimate goal of buying.
Give up free resources that help #1 pain points
You can get more from someone when you give them something for free. But something free must be truly valuable and relevant to that person, especially if you ask for a name and email address.
One of the best free resources I’ve got is very simple. I’m interested in selling digital products, and the brand offers a free list of different digital products that you can produce and sell.
Sure, she has something to find on Google there, but there are a few others who haven’t talked about the bigger conversion. So she got my name and email.
Give up the stuff that really helps your customers and solves their #1 pain points (or puts them on track).
For example, suppose you are a social media manager. One of the main knowledge people want to know is what’s wrong with their social media pages or what they should do to get more followers. You can provide free reviews for some people. They just need to register, provide their name and email address, and you can schedule time with them.
The more valuable the item is, the greater the chance of getting micro commitments and more commitments.
Lead customers to website content that answers frequently asked questions and solves fears
The often overlooked micro commitment is visiting your website. That’s the local foundation of your business, and people can find more information about your work here. Not to mention that your website is their primary goal of achieving the purchase.
They may not buy anything on their first visit, but they can engage with the content that answers often ask questions and, more importantly, address their fears and/or pain points. Through this barrier, they are closer to buying. Reading and engaging in content does not feel any work in part of the visitor.
Leatable is a lab-grown meat brand with what I’m talking about. They answered two questions most people have about them: “How do you grow meat from the lab, can I believe it?” Visit their “Science” page, and they tell everyone about the process and back up their words with a very good visual effect.
When a prospect falls on your social media page, direct it to the website content of the most pressing FAQ. Share the same infographics or visuals you use on your website content in your social media posts and link to that page in the title.
Your second focus should be on SEO. Reduce the scope of content related to FAQs to 2-3 key phrases, and people enter the search bar. You want your blog post, infographic or best content to be displayed on the search engine results page. This will take time, so don’t panic if you don’t see the huge jump right away.
It is crucial to direct people to the content of the website because they gain insight value that brings them closer to making a decision to buy. When you build trust, you build emotional value that drives one person to support the business.
Provide free trials of frequently viewed products
Again, it’s hard for people to say no to free words. But free resources are one thing. A free trial of actual products is another.
When someone is interested in your product and is on the verge of making a buying decision, there may be nothing more useful and convincing at that moment, but a free trial of what they think the most.
Even a $1 trial version can turn the prospect into a buyer. Because the whole program costs hundreds of dollars a dollar? I’m sure Shopify brings hundreds of new customers every month and “sign up for a free trial and get Shopify’s featured plans for $1 per month,” said the company.
Not only can you try Shopify for free for three days, but you can also get $1 for the first three months when you actually sign up for the plan. They require you to sign up for a 12-month semester in the program, but you can cancel at any time. Therefore, the promise is not terrifying.
Free trials are easier with software, services or other non-physical products. However, even if you do have a physical product, a free trial is available. I think the makeup company Il Makiage is an example.
They let you choose three products and try it for 14 days, but you have to pay for shipping. They ask you to place the card in a file and if you don’t send the product back within 14 days, they just charge your card for the full price.
The free or $1 trial offer is hard for me personally, and I know I’m not the only one. They are also a decisive factor in purchasing goods.
Offering $10 to $20 products, putting people in buying mode
If they do a free or $1 trial offer, hopefully you can convince your customers to further reduce their sales channels and actually buy items. But most people won’t be ready to buy your most expensive product.
So if all you have is a free trial and $500 product, that’s not good. The promise of a free trial is too great. Better micro promises are between $10 and $20.
It should still be a quality product that helps the pain points to some extent. However, it should have a low enough price to keep customers in “buy mode” which makes them feel like they are spending a lot of money.
Nuts.com does a great job of this. Before you customize your own snack box or buy a sampler for a few hundred dollars, you can try choosing a single-serve option for under $20, many of which are priced under $10.
People who spend a small amount of money on high-quality products may spend more money later.
Send feedback surveys and ask UGC to keep customers involved
You want a micro commitment to the person you are a customer. You want to blend them with the funnel during the loyalty phase and solve them by what attracts them. This will make them feel valuable.
I suggest a feedback survey and ask them to provide user-generated content (UGC). Give someone feedback and see it implementation, or see your UGC on your favorite brand page.
The client feels that you value your opinions and is more likely to come back. But before that, they are willing to make another small commitment to share their opinions. It’s about getting them involved in something that gives you more insight and gives them more confidence in the brand.
Additional rewards on feedback surveys are the best choice for customers to do this. Papa Murphy’s pizza does a great job of this and once you complete the survey, you can make money from your next purchase.
Speaking of UGC, we are committed to publishing as many of them as possible. It really makes people feel like they have a chance to land on your social media page or website. You can ask it in the same email sending a feedback survey, or you can send a separate campaign for UGC.
Coca-Cola is one of the best Coca-Cola in UGC, showing people every day with their products several times a day and marking them.
People are more likely to reappear in your funnel when they get engaged after purchase.
Why does microcommittee have a high conversion rate?
The conversion rate of micro-promise is high because people hardly notice that they are doing them. Plus, if done right, micro commitment doesn’t feel like you’re moving towards a bigger goal of buying.
They encourage customers to take small initial steps as they commit to the greater. By every micro commitment, you can build trust and build relationships with people, which is what you need to put one foot in front of the other until they are stretching along the street.
Do you really need to prioritize micro commitments?
You absolutely need to take micro commitment seriously. People are really easy to frighten when something is seen as a huge commitment. Micro promises bring people to sales without them really realizing it. You can use them to build engagement, collect feedback, and increase the likelihood of buying a lot.
What is the psychology behind microcommitment?
In short, the psychology behind micro commitment is that “this huge commitment is not difficult when I break it down into small steps.” Every small victory is full of confidence in the next step. Before you know it, your goal is a bigger goal.
There are other literatures that suggest that the psychology behind microcommitment revolves around cognitive dissonance. Cognitive dissonance is a psychological phenomenon in which someone holds two or more conflicting beliefs. This person is so uncomfortable with discomfort that they just need to resolve the conflict.
So, in this case, a person is very eager to solve a pain point, but they don’t know where to start. It prompts them to take action and find out the first step, then move into the first phase of your sales channel.
Keep all of this in mind when you are ready to move your prospects to the funnel using micro commitments.
