Ahead #12 | The Conversion Power of Curiosity

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Imagine this: a customer scrolls through your webshop. Her attention is caught by a product with a mysterious caption:

“What makes this serum different from all the rest?”

She clicks. Reads. Finds the answer. And... her appreciation for the product increases.

Not because the product itself changed —

But because her curiosity was triggered — and then satisfied.

In a series of seven experiments, Hüttl-Maack (2023) shows that creating and resolving curiosity leads to more positive product evaluations. Even when the product itself stays exactly the same.

That’s strategic gold for e-commerce.

👇 How to apply this tactic to your webshop? You’ll find it in the premium edition.