Using Small Ask Trigger to Get Leads

Video:

Online shoppers (especially mobile) are intimidated by forms. They’re hard to fill out, take a long time, and often make the user give up information they don’t want to. A Small Ask is a good way to get the ball rolling. Definition: Small Ask is when you inspire the shopper to take a single action.

In the bottom right screenshot, “For whom do you need a hearing aid?” is the Small Ask. It’s an innocent and non-threatening question (that’s the key).

Once the user answers the Small Ask they are shown the rest of the form. At this point it’s likely they will continue (sunk cost syndrome). The user thinks, “I already answered this first question, might as well take a look at the next.” This is why the image on the right works so much better than the one on the left.

traditional form.pngHear.com.PNG

Keep the Scent Alive

Jibjab.com makes money when visitors create $18/year paid accounts.

People land on the site looking for creative greeting cards.  The first thing jibjab.com asks you to do is personalize your favorite card.  This drives engagement.  At this point the user doesn’t have a clue about the $18/year ask.  After personalizing you compose a message for the recipient and hit DONE.  This is when they ask the user to create a paid account:

Jibjab.com_Paid_Account

The clever bit is that to the left of the payment form they show the card you had selected for customization as a subtle reminder of why becoming a paid member is such a good idea.  Why does this matter?  Well, when a shopper is going through the payment process they are constantly asking themselves, “Should I really be paying $x for this?” and seeing the thing (personalized greeting in this case) that got them this far into the funnel is a warm reassurance.