{"id":111861,"date":"2019-03-06T22:32:08","date_gmt":"2019-03-06T22:32:08","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/loss-aversion\/"},"modified":"2026-09-03T18:47:53","modified_gmt":"2026-09-03T13:17:53","slug":"loss-aversion","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/loss-aversion\/","title":{"rendered":"Loss Aversion Strategies to Dial-Up Your Ecommerce Conversion"},"content":{"rendered":"<p>Let\u2019s get straight to the point: <strong>Losses are intimidating<\/strong>. They trigger negative, unpleasant emotions of pain, fear, and regret. No one in their right mind would ever admit they get a kick out of losing!<\/p>\n<p>That said, a few of you who are brave at heart might be willing to take risks. You spontaneously weigh outcomes\u2014as gains or losses\u2014based on your vantage or reference point. What you also like to do is consider what and how much is at stake, something which behavioral economists Daniel Kahneman and Amos Tversky discussed in their work, <a href=\"https:\/\/psych.hanover.edu\/classes\/cognition\/papers\/tversky81.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">The Framing of Decisions and the Psychology of Choice<\/a>.<\/p>\n<p><strong>They conducted a study to measure loss aversion in relation to how a problem is framed<\/strong>. In their experiment, two groups of participants were asked to imagine that the U.S. is preparing for the outbreak of an unusual disease that is expected to wipe out 600 people. The first group was then proposed two alternative programs to combat the disease:<\/p>\n<ul>\n<li>If Program A is adopted, 200 people will be saved.<\/li>\n<li>If Program B is adopted, there is a 1\/3 probability that 600 people will be saved, and 2\/3 probability that no people will be saved.<\/li>\n<\/ul>\n<p><strong>Result: About 72% of participants voted for program A because they were risk-averse<\/strong>. To them, saving 200 lives is much better than a risky prospect of equal expected value (\u2153 of 600 =200).<\/p>\n<p>For the second group, the programs were framed in a different way:<\/p>\n<ul>\n<li>If Program C is adopted, 400 people will die.<\/li>\n<li>If Program D is adopted, there is a 1\/3 probability that nobody will die, and 2\/3 probability that 600 people will die.<\/li>\n<\/ul>\n<p><strong>Result: A majority 78% of respondents voted for program D<\/strong>. They were more risk-taking as 400 people dying was scary and less acceptable than the two-in-three chance that 600 will die.<\/p>\n<p>Kahneman and Tversky noticed a pattern:<\/p>\n<div class=\"insert-light-blue-background\">Framing the option in terms of saving lives made people <a href=\"https:\/\/en.wikipedia.org\/wiki\/Risk_aversion_(psychology)\" target=\"_blank\" rel=\"noopener noreferrer\">risk-averse<\/a> and losing lives turned them into risk takers.<\/div>\n<p>Why, though? It\u2019s because <strong>losses loom larger than gains which also perfectly sums up the loss aversion theory<\/strong>. The pain of losing something is much more intense than the happiness of gaining something, even if it\u2019s of equivalent value!<\/p>\n<p>And while this was loss aversion in the context of health, the same is applicable in marketing, too.<\/p>\n<h2>Loss Aversion Strategies in Marketing<\/h2>\n<p>We now have a fair idea that people can do anything to dodge losses. So frame your marketing messages to introduce\/highlight imminent loss. <strong>A word of caution: Don\u2019t make your customers nervous by focussing only on what they\u2019re about to lose<\/strong>.<\/p>\n<p>Think about being subtle and direct at the same time. But is that even possible, you ask? It is if you apply the following power moves.<\/p>\n<h3>Create Urgency<\/h3>\n<p>Play upon people\u2019s fear of missing out (FOMO). Brands of all stripes <a href=\"https:\/\/docs.abtasty.com\/help-center\/faq\/faq-widgets\" target=\"_blank\" rel=\"noopener noreferrer\">make use of FOMO<\/a>, and there\u2019s a good chance it will work for you, too. The best part is that although people are aware of this marketing tactic, they aren\u2019t completely immune to it. In short, it works! Every. Single. Time. Just a week ago I impulsively bought something because I noticed a message saying \u2018only 1 left in stock\u2019!<\/p>\n<p>Anyway, here\u2019s what you can do:<\/p>\n<p><strong>Display stock level<\/strong>: When your customers realize the product they want may soon go out of stock, they will put their misery to an end by buying it right away! After all, they know the aftertaste of losing what they\u2019ve been eyeing up for so long will be too much to deal with later!<\/p>\n<p>But that\u2019s not enough because a lot of people\u2014even when they are ready to buy\u2014abandon their carts. <a href=\"https:\/\/www.barilliance.com\/cart-abandonment-rate-statistics\/#tab-con-7\" target=\"_blank\" rel=\"noopener noreferrer\">In 2018, for instance, the average cart abandonment rate was 78.65%<\/a>. Now although the reasons to drop out vary, you can still recover your customers by mentioning the stock of each product in the shopping cart. Here\u2019s an example from the Esprit (France) website where they clearly state that stocks are limited:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22400 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/limited-stock-esprit.png\" alt=\"limited stock esprit\" width=\"1273\" height=\"713\" \/><\/p>\n<p><strong>Pro tip<\/strong>: <a href=\"https:\/\/wingify.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">10 Techniques to Reduce Shopping Cart Abandonment<\/a><\/p>\n<p><strong>Limited time offer<\/strong>: This gives you the chance to limit the time your customer takes to make a decision, meaning you get them to convert faster!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22401 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image5-5.png\" alt=\"reduce cart abandonment\" width=\"794\" height=\"529\" \/><\/p>\n<p><strong>Others are also looking: When you prompt a customer with how many other people are looking at the same product\/offer, it automatically creates a sense of competition<\/strong>. And along comes the fear of losing to this anonymous person, which they don\u2019t like. Result? They cave in and buy.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22403 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Create-urgency.png\" alt=\"Create urgency\" width=\"942\" height=\"611\" \/><\/p>\n<p><strong>A fair warning<\/strong>: If you overuse these scarcity tactics people will catch up to you and may even feel cheated. So practice restraint for maximum, positive impact.<\/p>\n<h3>Discounts<\/h3>\n<p>For anyone who\u2019s looking to save money, discounts work as a huge motivation to buy something. So work it to your advantage and make your offers more noticeable and appealing.<\/p>\n<p>Check out how Yves Rocher lure their website visitors with a perfectly framed discount. <strong>The strategy is fairly simple: Highlight the new discounted price + display the referent, original price for comparison\u2019s sake<\/strong>. It makes people think of buying now rather than paying much more for the same product later on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22404 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Yves-Rocher-Discounts.png\" alt=\"Yves Rocher Discounts\" width=\"1273\" height=\"672\" \/><\/p>\n<h3>Coupons<\/h3>\n<p>Another brilliant conversion practice is coupons. <strong>A coupon creates a sense of loss for two reasons<\/strong>. First, it\u2019s something people earn without having done anything &#8211; and yet they feel the fear of losing it if they don\u2019t use it. Second, the offer seems too good to let go.<\/p>\n<p>However, these two factors alone don\u2019t convince people to buy anything. A lot depends on how you frame the offer. <strong>If it doesn\u2019t inspire fear of loss and gain in equal amount, it will never convert<\/strong>.<\/p>\n<p>Here\u2019s what I found on <em>RetailMeNot\u2019s<\/em> homepage &#8211; a Forever 21 deal evokes as much fear (limited time offer) as it makes the visitor happy (Make My Monday). Then there\u2019s World Market where free shipping seems like a good bargain which not a lot of people would like to lose out on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22405 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/retailmenotdiscount.png\" alt=\"retailmenot discount\" width=\"1166\" height=\"656\" \/><\/p>\n<h3>Social Proof<\/h3>\n<figure id=\"attachment_21910\" aria-describedby=\"caption-attachment-21910\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-21910 size-medium\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2019\/02\/social-proof-retail-EN-3-500x281.png\" alt=\"social proof Wingify\" width=\"500\" height=\"281\" \/><figcaption id=\"caption-attachment-21910\" class=\"wp-caption-text\">An example of how our clients can use our<a href=\"https:\/\/wingify.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"> social proof messaging templates<\/a>.<\/figcaption><\/figure>\n<p>Online reviews are the most popular and persuasive type of <a href=\"https:\/\/wingify.com\/blog\/make-testimonials-persuasive\/\" target=\"_blank\" rel=\"noopener noreferrer\">social proof<\/a> to encourage purchasing behavior. According to BrightLocal, <a href=\"https:\/\/www.brightlocal.com\/learn\/local-consumer-review-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">88% of consumers trust online reviews<\/a> as much as personal recommendations. And that\u2019s largely because people find safety in numbers. But what most of us don\u2019t realize is that <strong>solid social proof works because it also triggers FOMO<\/strong>.<\/p>\n<p><strong>Upon seeing solid, unbiased reviews a lot of people change their perception of your brand. They assign more value to your brand, begin to trust you and consider it as their loss if they don\u2019t buy from you. Plus, they also love to keep up with trends<\/strong>. Seems like Figleaves, a UK clothing retailer, understood this and added customer reviews to their product pages. What was the outcome? A <a href=\"https:\/\/buzzradar.com\/blog\/10-ways-to-increase-your-website-s-conversion-rates-that-actually-work\" target=\"_blank\" rel=\"noopener noreferrer\">12.5% spike in conversion rate<\/a> as compared to those pages with no social proof.<\/p>\n<p>You can do the same. Puravida uses a phenomenal number of glowing reviews to highlight what the visitors are missing out on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22406 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/socialproof.png\" alt=\"Social proof example Puravida\" width=\"1491\" height=\"862\" \/><\/p>\n<h3>Cart Abandonment Emails<\/h3>\n<p>This one\u2019s a classic cart recovery strategy and requires you to create a sense of urgency so that people complete their purchase. Depending on whether the stock\u2019s running low or the discount is time-bound, you can <a href=\"https:\/\/econsultancy.com\/blog\/62583-94-of-businesses-say-personalisation-is-critical-to-their-success\" target=\"_blank\" rel=\"noopener noreferrer\">write a personalized email copy<\/a>. For those who still don\u2019t budge after the first nudge, you can offer an additional discount + free shipping.<\/p>\n<p>Now let\u2019s take a look at an email sent by Ghurka. It\u2019s a reminder that the product has been \u2018saved\u2019 for them, but there\u2019s no guarantee the stock\u2019s going to last forever! They also mention the exclusivity of their products, which makes the saved item even more valuable.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22408 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Ghurka.gif\" alt=\"Ghurka\" width=\"646\" height=\"1400\" \/><\/p>\n<p>Coming to when you should send these emails, folks at Email Monks say you should send three emails, with the <a href=\"https:\/\/emailmonks.com\/cart-abandonment\/infographic.html\" target=\"_blank\" rel=\"noopener noreferrer\">first one sent within an hour of abandoning the cart<\/a>. Nevertheless, that\u2019s not the rule of thumb. <a href=\"https:\/\/wingify.com\/resources\/ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B test<\/a> to see how your customers respond. Also, find out where your customers exit so that you can fix why they\u2019re leaving in the first place.<\/p>\n<h3>Use the Endowed Progress Effect<\/h3>\n<p>According to Changing Minds, <a href=\"http:\/\/changingminds.org\/explanations\/theories\/endowed_progress.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Endowed Progress Effect<\/a> is based on the idea that when people feel they\u2019ve made some progress towards their goal they feel more committed to continue and achieve it. But what\u2019s it got to do with loss aversion? Good question. Well, what happens is that when some progress is made, it creates a fear in people\u2019s mind that if they abandon mid-way (or earlier on), they will lose out on whatever\u2019s at the other end.<\/p>\n<p>Now over to how and when to use the endowed progress effect.<\/p>\n<p><strong>#1: In interactive content<\/strong>: Let\u2019s consider the Which Iconic Handbag Are You quiz by Try Interact. They show progress made by the customer by showing the progress bar + the number of questions left to answer. If they would love to get a personalized recommendation, they better keep going!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22409 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/endowment-example.png\" alt=\"endowment example\" width=\"627\" height=\"524\" \/><\/p>\n<p><strong>#2: Reward and Loyalty Programs<\/strong><\/p>\n<p><strong>Your customers should be able to see the progress they\u2019ve made so far in the loyalty tier<\/strong>. For first-timers you can make the program more interesting: Positively reinforce them by gifting them \u2018welcome points\u2019. <strong>Seeing those accumulated points in their panel will motivate them to shop and collect more reward points to advance to the next level.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-22410\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/rewardsexample.png\" alt=\"Rewards example\" width=\"800\" height=\"391\" \/><\/p>\n<p>But with all the hard-earned points collected comes the fear of losing them if they aren\u2019t redeemed on time. So send a reminder asking them to use their <a href=\"https:\/\/blog.smile.io\/best-way-for-loyalty-points-to-expire\" target=\"_blank\" rel=\"noopener noreferrer\">points before they expire<\/a>. It will create urgency and trigger them to become repeat customers. Remember to send personalized recommendations to make your message more appealing and relevant.<\/p>\n<h2>Closing Thoughts<\/h2>\n<p>By now you know that <strong>your go-to power move is to highlight what\u2019s at stake<\/strong>. At the same time, since you\u2019re walking a tightrope, make sure you don\u2019t paralyze your customers with fear so much that they completely shut you out. The key is to find the balance and make the offer compelling enough for them to take action. Unless you do that none of your discounts, coupons, reward programs, and cart recovery emails are going to move the conversion needle.<\/p>\n<p>Next, practice restraint when applying the principle of scarcity and urgency, otherwise it could backfire.<\/p>\n<p>Signing off with the hope that this catalog of loss aversion strategies brings you results!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Smart marketers use loss aversion strategies to engage and convert customers. You, too, can start using this cognitive bias to your benefit.<\/p>\n","protected":false},"author":1436,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10807],"tags":[10809],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","tag-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Loss Aversion Marketing for Ecommerce, Examples and Explanation<\/title>\n<meta name=\"description\" content=\"Smart marketers use loss aversion strategies to engage and convert customers. 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