The Shiny Object Syndrome: Why People Click But Don't Buy. As a marketer, I see so much of this that I wonder about my own material
Do you do this?
In the vast expanse of the digital landscape, a peculiar phenomenon has emerged: the “Shiny Object Syndrome.” It's the tendency of people to click on intriguing and attention-grabbing things but hesitate when it comes to making a purchase. In this post, we delve into the psychology behind why individuals often fall prey to shiny objects but rarely proceed to the checkout.
What is stopping them?
**1. The Allure of Novelty: Shiny objects are, by definition, novel and captivating. They stand out amidst the sea of content online, triggering a natural human instinct to explore the new and exciting. Clicking on these objects is a way for individuals to satisfy their curiosity without an immediate intention to buy.
**2. Impulse vs. Intention: Clicking is often an impulsive action triggered by curiosity or a fleeting desire. However, the lack of a concrete intention to make a purchase can lead to a disconnection between the initial click and the final conversion. The emotional impulse to explore doesn't always translate into a commitment to buy.
**3. The Fear of Missing Out (FOMO): Shiny objects are expertly designed to create a sense of urgency and exclusivity, fostering the Fear of Missing Out (FOMO). People click to ensure they don't miss out on something exciting or valuable, but the fear subsides when it comes time to part with their money.
**4. Overwhelm and Decision Fatigue: The digital space bombards users with a multitude of options. Clicking on shiny objects is a way to sample this variety. However, the overwhelming number of choices can lead to decision fatigue, causing individuals to postpone or abandon the buying decision altogether.
Trust is important
**5. Lack of Clear Value Proposition: Shiny objects often excel at catching attention but may lack a clear value proposition. Individuals may click out of curiosity, but without a compelling reason to make a purchase, they remain hesitant to convert.
**6. Trust Issues: In an era of online scams and fraudulent activities, trust is a significant barrier. Even if the shiny object seems appealing, individuals may hesitate to make a purchase due to concerns about the legitimacy or trustworthiness of the source.
**7. Distraction and Multitasking: Clicking on shiny objects often occurs in the midst of multitasking or distraction. Individuals may be drawn in by the allure of something shiny, but once the distraction passes, they may forget about the initial interest, leading to a lack of follow-through in the buying process.
**8. Limited Budget or Financial Constraints: While individuals may find a shiny object tempting, practical considerations like budget constraints can prevent them from making a purchase. The desire may be there, but the financial reality may act as a barrier.
**9. Comparison Shopping Mentality: Shiny objects may be one among many options. Individuals might click to explore but delay the purchase to engage in comparison shopping. This delay often results in individuals exploring other alternatives and, consequently, not returning to complete the initial purchase.
**10. Unmet Expectations: Clicking on a shiny object creates certain expectations. If the subsequent experience or product doesn't meet these expectations, individuals are likely to abandon the purchasing process.
**11. Unable to commit
A common problem is when some minor barrier exists that stops the action. People need to see something at least five times before they will overcome their fear.
**12. Financial handbrake.
Wanting something and being able to afford it clash with desire.
Conclusion
Navigating the Shiny Object Temptation
Understanding the reasons behind clicking without buying is crucial for both consumers and businesses. For consumers, it's about recognizing the allure of shiny objects and making intentional choices. For businesses, it's an opportunity to refine their marketing strategies, ensuring that the initial click translates into a meaningful and satisfying buying experience.
Ultimately, the shiny object syndrome is a fascinating aspect of online behavior that reflects the complexity of human decision-making in the digital age. As we navigate this landscape, awareness and mindful engagement can help bridge the gap between the initial click and the ultimate conversion.
