Commitment and Consistency
Once people have taken a small step, they want their next steps to match it.
What it is
People like to see themselves as consistent. A small public commitment, such as answering a question, ticking a box or stating a goal, makes the larger, related request that follows much easier to accept. The first step changes how people see themselves, and the rest follows from the new self-image.
The research
Homeowners who had agreed to display a small "drive safely" sign two weeks earlier were four times more likely to accept a large, ugly billboard on their lawn than those asked cold.
Freedman and Fraser, 1966
How to use it
Start with a micro-commitment
A one-question quiz or a "which describes you" choice before the form lifts form completion.
Ask people to state the goal
During onboarding, have users pick what they want to achieve. Later prompts can refer back to their own words.
Make progress visible and owned
A profile that is 60% complete belongs to the user now. They will finish it.
Related
Sources that shaped this entry: Digital Psychology, growth.design.