Endowed progress effect

A head start towards a goal makes people more likely to finish.

Motivation and commitment Mainly on Checkout pages
Where it applies

Three of the eight page areas.

HomepageNot typical CategoryNot typical SearchNot typical ProductNot typical CartAlso applies CheckoutMainly here Post-purchaseAlso applies

Not usually a sitewide principle. See everything at work on Checkout pages

How to use it

Four ways to put it to work.

  • Frame a task as longer but already begun.
  • Use a checkout bar that counts the basket as step one done.
  • Start a loyalty card with bonus stamps.
  • Give a reason for the head start, since the study found the stated reason changes the effect.
What the research found

A head start raised completion on loyalty cards. No checkout test was found.

A ten-stamp card with two stamps already given was completed more often than an eight-stamp card.

In a car wash field study, a ten-stamp card with two stamps already given was completed more often and faster than an eight-stamp card (widely reported as 34% against 19%). Kivetz and colleagues found the same pattern with coffee cards. No large independent replication or checkout test was found.

Key research

Two sources, each checked.

Last reviewed

Nunes & Drèze (2006) The Endowed Progress Effect: How Artificial Advancement Increases Effort J. Consumer Research Read the source Kivetz, Urminsky & Zheng (2006) The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention J. Marketing Research Read the source
Before you use it · UK law

The head start must be honest: do not mark steps as done that still need the shopper's input, or imply bonus points are worth more than they are.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.