Endowed Progress Effect
Show people they’ve already started, and they’ll want to finish.
People are more motivated to finish something when they feel like they’ve already made progress. Whether it’s a pre-filled loyalty card or a partially filled progress bar, the trick is showing users that they’re already on their way. Once that first step feels real, they’re more likely to complete the journey.
When to use it:
✅ Onboarding New Users: Give users a head start in onboarding with pre-filled progress bars or initial rewards. It makes the setup feel easier and encourages completion. Perfect for apps, SaaS platforms, and e-commerce.
✅ Boosting Repeat Purchases: In loyalty programs, showing users they’re already part of the way to a reward keeps them coming back. Think pre-stamped cards or points already earned—works well in retail and travel industries.
✅ Breaking Down Multi-Step Tasks: For tasks like checkout flows or long forms, show progress along the way. Small milestones keep users motivated to finish. Ideal for e-commerce and service sign-ups.
✅ Fitness and Learning Apps: Use early progress to drive engagement. Showing users they’ve already made steps toward their daily goal in apps like Fitbit or Duolingo keeps them going.
✅ Pushing Limited-Time Offers: In promotions, show users they’re close to unlocking benefits (like free shipping or a discount). It nudges them to act before time runs out. Great for seasonal sales or flash offers.
✅ Encouraging Subscription Sign-Ups: Show users they've already unlocked benefits (like free trials or bonus content) when they sign up. It reduces hesitation and drives commitment.
When to avoid it:
❌ High-Stakes Decisions: For complex purchases like investments or insurance, pushing progress creates pressure. Let users make careful decisions without rushing them.
❌ Long-Term Projects: If a process takes months, like enterprise onboarding or large-scale training, showing too much progress early can lead to disappointment when the pace slows.
❌ Cancellation Processes: When users are trying to cancel a service or subscription, using progress to make them feel obligated to stay (e.g., "you’re so close to earning a reward") feels manipulative and damages trust.
❌ Complex Systems: If the steps required are too detailed or involve multiple layers of input (e.g., legal processes or B2B workflows), breaking them into small pieces might frustrate users who just want to get to the finish line quickly.
❌ Fake Progress: Users will see through inflated progress bars or meaningless rewards. Keep the progress genuine, or you’ll lose credibility.
