The Novelty Effect | One of many keys to converting leads into customers.

9th February 2017 / 5 minute read

The Novelty Effect

We’ve heard the term thrown around, but what does ‘the novelty effect’ really mean? Simply put, the novelty effect is a short term boost created by making a change to invigorate customers.

Every few months we are convinced we need a new iPhone. We seek new forms of pleasure in technology, in experiences and in services. With the possibility for reward right around the corner, we as customers and as human beings are easily tempted by something fresh and exciting.

The differences may be barely recognisable  – much like the iPhone – yet millions of us are convinced that we need what’s on offer. Even if that offer is a (slightly) faster processor to aid our addiction to Candy Crush and Instagram stalking.

One: Think of your website like a restaurant.

When you arrive at a restaurant you expect as a minimum, good food, good company and great service. For this example we’re going to consider that’s a given. But, when those doors open at the start of service you need to create some interest in order to get those tastebuds tingling. As customers, we thrive on the hype and this is the same for websites. People want to know why they are there, what you do and why you do it. But it goes further than that. You need to inspire existing customers as well as new ones.

The novelty effect is all about offering something new and exciting to maintain that buzz, while keeping your ethos consistent. You wouldn’t go opening a Chinese restaurant to switch to a fish and chip shop the week after would you? Instead, little bursts of novelty bring in the interest of new customers as well as igniting the interest of existing ones.

We live in a digital world where online presence means everything. How do your customers view your website?  How do you want them to view you? With our expertise in designing and developing functional yet creative websites, we work alongside you to boost your brand’s awareness and encourage customer engagement.

Two: Be a problem solver.

The novelty effect is a huge factor behind lead generation, exposing individuals to not only new concepts, but new solutions to their problems.

By packaging your products and services in a unique way, the idea of being offered something new and exciting will have them chomping at the bit, even if it’s the same product or service as your competitor. This is where prospects turn into leads and leads turn into customers.

What are the biggest issues your customers face? By tailoring your services to fit their needs, your solutions will open the eyes of customers that may have otherwise passed by your door.

Three: Be prepared to do something different.

We all like new things. A new gadget, a new job, a new house. You name it. But why do we like those things? Being drawn to novelty isn’t necessarily a conscious thing, which means that customers often make quick decisions when they’re attracted to something. When customers are flooding in to get a slice of the action, you’ll be more than pleased you took a different approach.

How are your competitors showcasing themselves? A simple tweak of your strategy can target customers who are bored of seeing the same old offers and ideas.

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