In a 2011 study involving an exercise program, study participants who had the ability to choose their exercise regimen reported a higher satisfaction level than those who were randomly assigned a regimen.
This pattern echoes throughout many studies in which people are generally happier and more satisfied when they have control over their surroundings. No matter what is being decided, the mere existence of a choice increases a person’s satisfaction. The existence of a choice means a person has autonomy, and the existence of autonomy gives a person confidence that they are in control.
Research shows that people use their autonomy more when making discretionary purchases versus practical purchases. For example, consumers will exercise their rights to customize a new car more readily than they will spend time on what types of pens are stocked in their office.
With this in mind, consider how you can add more levels of control to your customer journey. As you hand more autonomy to your audience, they will have a higher level of commitment to seeing the process through. Their excitement around purchasing may be higher, and they’ll be more motivated to follow through with a purchase.