Greetz optimizes customer seduction with Persuasion Association Test

How do you entice your customer to buy? What triggers should you use - or avoid - to entice customers to make a purchase? This is a crucial question for many companies, including Greetz. Greetz is the largest online provider of greeting cards and gifts delivered by mail in the Netherlands. The market leader wanted to know what triggers and barriers consumers experience when sending Christmas cards via Greetz.

Measuring impulsive preferences

To understand these small differences in triggers, Validators used the Persuasion Association Test (PAT). This tool quantitatively measures consumers' impulsive preferences. Using decision times (time-to-click), we were also able to identify the speed and impulsiveness of preferences. This approach fits perfectly with finding out the right seduction mechanisms and influence techniques.

Which triggers work best?

Several online product variations of Christmas cards were shown during the study. Triggers tested included price, promotion, convenience, photo cards, message and emotion. Thanks to these insights, Greetz was able to optimize its communication per target group and thus respond even better to the needs and preferences of customers and non-customers.

Response from Greetz

“A great way to quantify that gut feeling. With these insights, we can immediately adjust our brand campaigns to increase their long-term effectiveness.” – Jaimy Daniluk, Brand Manager at Greetz

Do you also want insight into the triggers that convince your customers? We would love to think with you.