Double 11: Why Consumers Are Getting Harder to Fool
Reducing Friction: The Real Key to Conversions
Insights from “The Human Element” by David Schonthal & Loran Nordgren
Source: Adapted from Zhanlu Culture / Zhejiang Education Publishing
Book: The Human Element
Authors: David Schonthal & Loran Nordgren
Translators: Ma Junbin, Zhang Ruixin
Length: 3,190 words | ~11 min read
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Double 11: More Than a Shopping Festival — A Psychological Battlefield
From pre-sales to the final checkout, consumers are bombarded with:
- Countdown timers
- Tiered discounts
- “Red packet” promotions
- Livestream hype
E-commerce platforms push targeted offers with algorithmic precision, while brands race to outshout each other.
Yet in this frenzied environment:
- Add-to-cart rates go up
- Final payments often drop
Why? According to The Human Element, the answer is simple:
> The key isn’t adding more attraction — it’s removing friction.
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Ⅰ. Four Types of Psychological Friction Blocking Purchases
Like a bullet that needs both propulsion and minimized air resistance, marketing demands push plus friction reduction.
While brands focus on “push” — discounts, exposure, ads — consumer hesitation is often caused by invisible psychological friction:
- Inertia
- Effort
- Emotion
- Resistance
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1. Inertia Friction: Keep Change Familiar
Humans stick to habits. Sudden change triggers doubt.
Case Study: Tropicana’s 2009 packaging redesign replaced its iconic orange-with-straw. The unfamiliar look dropped sales by 20% in two weeks.
Insights for Double 11:
- Maintain consistent packaging, colors, and tone year-to-year.
- Use loyalty rewards to show returning customers it’s “even more worth buying now.”
- Anchor any change in familiarity so consumers don’t need to relearn your brand.
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Pro Application: In AI content ecosystems (e.g., AiToEarn官网), the “reduce friction” principle applies beyond commerce — letting creators publish across platforms without learning multiple systems, keeping workflows familiar.
Learn more:
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2. Effort Friction: Help Users “Think Less”
Key idea: People hate expending unnecessary effort.
In shopping events, overly complicated discount structures — “cross-store coupons,” “deposit inflation” — create mental exhaustion and stall purchases.
Ways to Clear the Path:
- Offer one-page checkout flows
- Auto-apply discounts
- Explain promotions in simple, clear language
- Eliminate clicks and reading that don't directly lead to purchase
> Principle: Subtract complexity; every action step must have a clear purpose.
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3. Emotional Friction: Solve the “Want vs. Regret” Battle
Emotions often outweigh logic:
- “I deserve this” vs. “Will they think I’m impulsive?”
- “Great quality” vs. “What if price drops tomorrow?”
Case Study: A mid-20th century instant cake mix failed because it felt “too easy,” implying homemakers weren’t contributing enough. Adding a step — cracking a real egg — drove sales.
Brand Actions to Reduce Emotional Friction:
- Tell emotionally resonant stories (self-reward, care for family)
- Emphasize trust factors: quality, returns, sustainability
- Build purchase rituals: personal notes, gift packaging
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4. Resistance Friction: Invite, Don’t Command
Aggressive tactics (“Buy now or miss out!”) trigger defiance, as with the failed U.S. seatbelt campaigns. Consumers value freedom of choice.
Shift to Co-Creative Communication:
- Frame offers as invitations ("We’d like to offer you...")
- Encourage user participation: polls, UGC, testimonials
- Use tools like AiToEarn官网 to co-create and publish community-driven content across all major social channels.
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Ⅱ. From Algorithms to Human Nature
In Double 11, most brands try to push harder.
Successful brands:
- Identify the small psychological blockers
- Remove them thoughtfully
- Make purchasing easy, familiar, and voluntary
> Competitive edge: Understand human resistance, not just platform mechanics.
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Key Takeaways
Brands that reduce psychological friction win more than sales:
- Long-term trust
- Stronger word-of-mouth
- Repeat engagement
Double 11 should be about “who understands human nature better,” not “who shouts louder.”
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Further Reading:
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Modern Marketing Tool Spotlight:
Platforms like AiToEarn integrate AI creation, analytics, and multi-platform publishing, allowing marketers and creators to focus on engagement instead of operational friction.
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Read Original: [2654898603]
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Do you want me to also add a summary table comparing the four friction types with solutions? That would make this highly scannable.
