🧑‍🔬 How To Make Buying a No-Brainer

Brand: Loop

Psychology Concept: Regret Aversion

Days Running: 71 Days
(This gives an indication of how it’s performing)

🧪 Regret Aversion

Regret Aversion is the psychological tendency to avoid making decisions that could lead to regret in the future. This is a powerful bias that brands use to reassure customers and minimize the fear of making a “wrong” choice.

It’s similar to Risk Aversion, which I wrote about back in February.

🤳 How Loop Uses Regret Aversion

Loop uses Regret Aversion in it’s call-to-action: “Try with 100-day free returns.”

The CTA takes advantage of Regret Aversion by offering a safety net - it encourages potential buyers to make a purchase without the fear of regretting it later, knowing they have a generous return window.

Now, you may think this is so subtle to make a difference. But you can actually look at some of Loop’s older ads and see that their CTA used to be more generic like “Discover Now” and “Shop loop earplugs” and have since changed it.

🧠 How You Can Use Regret Aversion

Here’s how you can implement Regret Aversion in your own ads to reduce hesitation and drive conversions:

• Offer a Generous Return Policy: Just like Loop Earplugs, provide a risk-free trial period or return policy. The longer the return window, the less regret people will feel about making the purchase.

• Highlight the Ease of Returns: Make it clear that the return process is simple and hassle-free. This reassures customers that if they change their mind, they won’t face additional stress or cost.

• Emphasize “No Risk” in Your Copy: Use phrases like “no-risk trial” or “100% satisfaction guarantee” to tap into the fear of regret. These terms ease the buyer's decision-making process.

• Use Social Proof to Minimize Doubts: Featuring customer testimonials or reviews can also help potential buyers avoid feelings of regret. If others have had positive experiences, they will feel more confident in their decision.

• Frame the Decision as Easily Reversible: Ensure the ad language stresses that the customer can reverse their decision at any time. Phrases like “no strings attached” or “easy returns” amplify the sense of security.

• Answer Objections Upfront: Answer any common objections you know your customer is thinking as they decide to purchase or not.

By leveraging Regret Aversion in your advertising, you can help potential buyers feel secure in their decisions, increasing the likelihood that they will make a purchase without hesitation.