{"id":4624,"date":"2026-08-16T08:11:00","date_gmt":"2026-08-16T08:11:00","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=4624"},"modified":"2026-11-03T03:37:51","modified_gmt":"2026-11-03T03:37:51","slug":"endowed-progress-effect","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/endowed-progress-effect\/","title":{"rendered":"Hi\u1ec7u \u1ee9ng ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c ban t\u1eb7ng (Endowed Progress Effect) l\u00e0 g\u00ec?"},"content":{"rendered":"

\u0110\u01b0\u1ee3c t\u1eb7ng s\u1eb5n v\u00e0i b\u01b0\u1edbc tr\u00ean thanh ti\u1ebfn \u0111\u1ed9 kh\u00f4ng l\u00e0m c\u00f4ng vi\u1ec7c ng\u1eafn h\u01a1n. Th\u1ebf nh\u01b0ng, c\u1ea3m gi\u00e1c \u201cm\u00ecnh \u0111\u00e3 b\u1eaft \u0111\u1ea7u r\u1ed3i\u201d c\u00f3 th\u1ec3 khi\u1ebfn ch\u00fang ta mu\u1ed1n \u0111i ti\u1ebfp h\u01a1n.<\/p><\/blockquote>\n

B\u1ea1n v\u1eeba t\u1ea1o m\u1ed9t t\u00e0i kho\u1ea3n v\u00e0 thanh ho\u00e0n thi\u1ec7n h\u1ed3 s\u01a1 \u0111\u00e3 \u1edf 25%, d\u00f9 t\u00e0i kho\u1ea3n c\u00f2n \u201cm\u1edbi tinh\u201d. H\u1ec7 th\u1ed1ng coi thao t\u00e1c \u0111\u0103ng k\u00fd l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean, n\u00ean b\u1ea1n kh\u00f4ng ph\u1ea3i nh\u00ecn v\u00e0o con s\u1ed1 0% c\u00f9ng h\u00e0ng lo\u1ea1t \u00f4 th\u00f4ng tin \u0111ang ch\u1edd. N\u1ebfu c\u00f9ng l\u01b0\u1ee3ng th\u00f4ng tin \u0111\u00f3 \u0111\u01b0\u1ee3c \u0111\u1eb7t sau m\u1ed9t thanh ti\u1ebfn \u0111\u1ed9 tr\u1ed1ng, c\u1ea3m gi\u00e1c b\u1eaft \u0111\u1ea7u d\u1ec5 n\u1eb7ng n\u1ec1 h\u01a1n nhi\u1ec1u.<\/p>\n

\u0110i\u1ec1u g\u00ec khi\u1ebfn m\u1ed9t \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u \u0111\u01b0\u1ee3c t\u1eb7ng l\u00e0m m\u1ee5c ti\u00eau tr\u00f4ng g\u1ea7n h\u01a1n? T\u00e2m l\u00fd n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 hi\u1ec7u \u1ee9ng ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c ban t\u1eb7ng<\/strong> (Endowed Progress Effect<\/em>).<\/p>\n

Hi\u1ec7u \u1ee9ng ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c ban t\u1eb7ng l\u00e0 g\u00ec?<\/h2>\n

Hi\u1ec7u \u1ee9ng ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c ban t\u1eb7ng x\u1ea3y ra khi m\u1ed9t ng\u01b0\u1eddi \u0111\u01b0\u1ee3c cung c\u1ea5p s\u1eb5n m\u1ed9t ph\u1ea7n ti\u1ebfn \u0111\u1ed9 v\u00e0 t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y c\u00f3 th\u00eam \u0111\u1ed9ng l\u1ef1c, ki\u00ean tr\u00ec h\u01a1n v\u1edbi m\u1ee5c ti\u00eau, d\u00f9 l\u01b0\u1ee3ng n\u1ed7 l\u1ef1c th\u1ef1c t\u1ebf ph\u00eda tr\u01b0\u1edbc kh\u00f4ng thay \u0111\u1ed5i. N\u00f3i m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u, ch\u00fang ta th\u01b0\u1eddng th\u1ea5y d\u1ec5 ti\u1ebfp t\u1ee5c m\u1ed9t vi\u1ec7c \u201c\u0111\u00e3 l\u00e0m \u0111\u01b0\u1ee3c m\u1ed9t \u0111o\u1ea1n\u201d h\u01a1n l\u00e0 b\u1eaft \u0111\u1ea7u t\u1eeb con s\u1ed1 kh\u00f4ng.<\/p>\n

Ph\u1ea7n ti\u1ebfn \u0111\u1ed9 \u1ea5y c\u00f3 th\u1ec3 l\u00e0 hai d\u1ea5u \u0111\u00f3ng s\u1eb5n tr\u00ean th\u1ebb c\u00e0 ph\u00ea, 20 \u0111i\u1ec3m ch\u00e0o m\u1eebng trong t\u00e0i kho\u1ea3n th\u00e0nh vi\u00ean ho\u1eb7c m\u1ed9t b\u01b0\u1edbc \u0111\u00e3 ho\u00e0n t\u1ea5t tr\u00ean thanh \u0111\u0103ng k\u00fd. N\u00f3 kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0m s\u1ed1 b\u01b0\u1edbc th\u1ef1c t\u1ebf \u00edt \u0111i, nh\u01b0ng c\u00f3 th\u1ec3 khi\u1ebfn b\u1ea1n nh\u00ecn \u0111i\u1ec3m xu\u1ea5t ph\u00e1t v\u00e0 ph\u1ea7n vi\u1ec7c ph\u00eda tr\u01b0\u1edbc theo m\u1ed9t c\u00e1ch kh\u00e1c.<\/p>\n

Kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c Ran Kivetz, Oleg Urminsky v\u00e0 Yuhuang Zheng c\u00f4ng b\u1ed1 trong nghi\u00ean c\u1ee9u n\u0103m 2006 mang t\u00ean The Goal-Gradient Hypothesis Resurrected: Its Implications for Consumer Retention, Illusionary Goal Progress, and Closing Sales<\/em>. C\u00f4ng tr\u00ecnh \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n t\u1eeb gi\u1ea3 thuy\u1ebft \u0111\u1ed9 d\u1ed1c m\u1ee5c ti\u00eau (Goal-Gradient Hypothesis<\/em>) c\u1ee7a Clark Hull trong giai \u0111o\u1ea1n 1932-1934, cho r\u1eb1ng c\u1ea3 \u0111\u1ed9ng v\u1eadt v\u00e0 con ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng t\u0103ng t\u1ed1c, b\u1ecf ra nhi\u1ec1u n\u1ed7 l\u1ef1c h\u01a1n khi ph\u1ea7n th\u01b0\u1edfng \u0111\u00e3 \u1edf g\u1ea7n.<\/p>\n

Nh\u01b0ng nh\u00f3m Kivetz mu\u1ed1n bi\u1ebft th\u00eam m\u1ed9t \u0111i\u1ec1u: n\u1ebfu ph\u1ea7n ti\u1ebfn \u0111\u1ed9 ban \u0111\u1ea7u kh\u00f4ng \u0111\u1ebfn t\u1eeb n\u1ed7 l\u1ef1c th\u1eadt m\u00e0 ch\u1ec9 \u0111\u01b0\u1ee3c t\u1eb7ng, li\u1ec7u c\u1ea3m gi\u00e1c \u201cm\u00ecnh \u0111\u00e3 \u0111i \u0111\u01b0\u1ee3c m\u1ed9t \u0111o\u1ea1n\u201d c\u00f3 \u0111\u1ee7 \u0111\u1ec3 con ng\u01b0\u1eddi mu\u1ed1n \u0111i ti\u1ebfp h\u01a1n kh\u00f4ng?<\/p>\n

V\u00ec sao m\u1ed9t ti\u1ebfn tr\u00ecnh \u201c\u1ea3o\u201d l\u1ea1i t\u1ea1o ra \u0111\u1ed9ng l\u1ef1c th\u1eadt?<\/h2>\n

Khi theo \u0111u\u1ed5i m\u1ed9t m\u1ee5c ti\u00eau, ch\u00fang ta kh\u00f4ng ch\u1ec9 nh\u00ecn v\u00e0o s\u1ed1 vi\u1ec7c c\u00f2n l\u1ea1i. Ch\u00fang ta c\u00f2n \u0111\u1ec3 \u00fd xem m\u00ecnh \u0111\u00e3 \u0111i \u0111\u01b0\u1ee3c bao xa. V\u00ec v\u1eady, hai m\u1ee5c ti\u00eau c\u00f9ng y\u00eau c\u1ea7u th\u00eam 10 l\u1ea7n mua v\u1eabn c\u00f3 th\u1ec3 t\u1ea1o c\u1ea3m gi\u00e1c r\u1ea5t kh\u00e1c nhau.<\/p>\n

H\u00e3y so s\u00e1nh hai chi\u1ebfc th\u1ebb c\u00e0 ph\u00ea. V\u1edbi th\u1ebb 10 \u00f4 tr\u1ed1ng, kh\u00e1ch h\u00e0ng ch\u01b0a c\u00f3 d\u1ea5u n\u00e0o n\u00ean kho\u1ea3ng c\u00e1ch ban \u0111\u1ea7u l\u00e0 10\/10 = 1. V\u1edbi th\u1ebb 12 \u00f4 \u0111\u00e3 \u0111\u01b0\u1ee3c t\u1eb7ng s\u1eb5n 2 d\u1ea5u, h\u1ecd v\u1eabn ph\u1ea3i mua th\u00eam 10 c\u1ed1c, nh\u01b0ng chi\u1ebfc th\u1ebb t\u1ea1o c\u1ea3m gi\u00e1c r\u1eb1ng h\u1ecd \u0111\u00e3 ho\u00e0n th\u00e0nh 2 trong 12 ph\u1ea7n. Kho\u1ea3ng c\u00e1ch c\u00f2n l\u1ea1i l\u00fac n\u00e0y ch\u1ec9 l\u00e0 10\/12 \u2248 0,83.<\/p>\n

N\u00f3i c\u00e1ch kh\u00e1c, l\u01b0\u1ee3ng c\u00f4ng vi\u1ec7c th\u1ef1c t\u1ebf kh\u00f4ng thay \u0111\u1ed5i. Kh\u00e1ch h\u00e0ng v\u1eabn ph\u1ea3i mua 10 c\u1ed1c. \u0110i\u1ec1u thay \u0111\u1ed5i l\u00e0 c\u00e1ch ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y: m\u1ed9t ng\u01b0\u1eddi b\u1eaft \u0111\u1ea7u t\u1eeb 0%, c\u00f2n ng\u01b0\u1eddi kia c\u00f3 c\u1ea3m gi\u00e1c m\u00ecnh \u0111\u00e3 \u0111i \u0111\u01b0\u1ee3c g\u1ea7n 17% ch\u1eb7ng \u0111\u01b0\u1eddng.<\/p>\n

\"\"<\/p>\n

M\u00f4 h\u00ecnh kho\u1ea3ng c\u00e1ch m\u1ee5c ti\u00eau (Goal-Distance Model<\/em>) di\u1ec5n t\u1ea3 c\u1ea3m gi\u00e1c n\u00e0y b\u1eb1ng c\u00f4ng th\u1ee9c:<\/p>\n

  <\/span>   <\/span>\"\[d_t = \frac{r-n_t}{r}\]\"<\/p>\n

Trong \u0111\u00f3:<\/p>\n

    \n
  • r l\u00e0 t\u1ed5ng s\u1ed1 y\u00eau c\u1ea7u \u0111\u1ec3 nh\u1eadn th\u01b0\u1edfng<\/li>\n
  • n\u209c l\u00e0 s\u1ed1 y\u00eau c\u1ea7u \u0111\u00e3 ho\u00e0n th\u00e0nh t\u1ea1i th\u1eddi \u0111i\u1ec3m t.<\/li>\n
  • Khi ch\u01b0a b\u1eaft \u0111\u1ea7u, n\u209c b\u1eb1ng 0 n\u00ean kho\u1ea3ng c\u00e1ch c\u00f3 gi\u00e1 tr\u1ecb 1. C\u00e0ng ti\u1ebfn g\u1ea7n m\u1ee5c ti\u00eau, con s\u1ed1 n\u00e0y c\u00e0ng nh\u1ecf v\u00e0 gi\u1ea3m v\u1ec1 0 khi m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c ho\u00e0n th\u00e0nh.<\/li>\n<\/ul>\n

    N\u1ebfu ch\u01b0\u01a1ng tr\u00ecnh c\u1ed9ng th\u00eam \u0394 b\u01b0\u1edbc v\u00e0o m\u1ee5c ti\u00eau, \u0111\u1ed3ng th\u1eddi t\u1eb7ng s\u1eb5n \u0111\u00fang \u0394 b\u01b0\u1edbc \u0111\u00f3, s\u1ed1 vi\u1ec7c c\u00f2n l\u1ea1i v\u1eabn kh\u00f4ng \u0111\u1ed5i. Tuy nhi\u00ean, kho\u1ea3ng c\u00e1ch \u0111\u01b0\u1ee3c \u0111\u1eb7t tr\u00ean m\u1ed9t t\u1ed5ng s\u1ed1 l\u1edbn h\u01a1n:<\/p>\n

      <\/span>   <\/span>\"\[d'_t = \frac{r-n_t}{r+\Delta} < d_t\]\"<\/p>\n

    Trong v\u00ed d\u1ee5 th\u1ebb c\u00e0 ph\u00ea, r = 10 v\u00e0 \u0394 = 2. Kh\u00e1ch h\u00e0ng v\u1eabn c\u00f2n 10 l\u1ea7n mua, nh\u01b0ng kho\u1ea3ng c\u00e1ch h\u1ecd nh\u00ecn th\u1ea5y gi\u1ea3m t\u1eeb 10\/10 xu\u1ed1ng 10\/12.<\/p>\n

    Nh\u00f3m nghi\u00ean c\u1ee9u c\u0169ng xem x\u00e9t li\u1ec7u kh\u00e1ch h\u00e0ng h\u00e0o h\u1ee9ng h\u01a1n ch\u1ec9 v\u00ec c\u1ea3m th\u1ea5y m\u00ecnh \u0111\u01b0\u1ee3c l\u1ee3i hay kh\u00f4ng. Tuy nhi\u00ean, hai d\u1ea5u th\u01b0\u1edfng kh\u00f4ng l\u00e0m gi\u1ea3m s\u1ed1 l\u01b0\u1ee3t mua, kh\u00f4ng gi\u00fap ph\u1ea7n th\u01b0\u1edfng \u0111\u1ebfn s\u1edbm h\u01a1n v\u00e0 kh\u00f4ng thay \u0111\u1ed5i s\u1ed1 ti\u1ec1n ph\u1ea3i b\u1ecf ra. V\u00ec v\u1eady, chi\u1ebft kh\u1ea5u theo th\u1eddi gian (time-discounting<\/em>) ch\u01b0a \u0111\u1ee7 \u0111\u1ec3 gi\u1ea3i th\u00edch k\u1ebft qu\u1ea3. Hai d\u1ea5u n\u00e0y c\u0169ng \u0111\u01b0\u1ee3c t\u1eb7ng mi\u1ec5n ph\u00ed, kh\u00f4ng ph\u1ea3i th\u00e0nh qu\u1ea3 t\u1eeb n\u1ed7 l\u1ef1c tr\u01b0\u1edbc \u0111\u00f3, n\u00ean ch\u00fang kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t d\u1ea1ng chi ph\u00ed ch\u00ecm (sunk cost<\/em>).<\/p>\n

    \"\"<\/p>\n

    B\u1ed1n th\u00ed nghi\u1ec7m v\u1ec1 c\u1ea3m gi\u00e1c ti\u1ebfn tr\u00ecnh<\/h2>\n

    Hai d\u1ea5u tr\u00ean th\u1ebb c\u00e0 ph\u00ea:<\/strong> V\u00ed d\u1ee5 ph\u00eda tr\u00ean b\u1eaft ngu\u1ed3n t\u1eeb m\u1ed9t th\u00ed nghi\u1ec7m v\u1edbi 108 kh\u00e1ch h\u00e0ng t\u1ea1i Caf\u00e9 Cappuccino, n\u1eb1m trong khu\u00f4n vi\u00ean \u0110\u1ea1i h\u1ecdc Columbia. H\u1ecd \u0111\u01b0\u1ee3c chia ng\u1eabu nhi\u00ean th\u00e0nh hai nh\u00f3m: m\u1ed9t nh\u00f3m nh\u1eadn th\u1ebb 10 \u00f4 tr\u1ed1ng, nh\u00f3m c\u00f2n l\u1ea1i nh\u1eadn th\u1ebb 12 \u00f4 \u0111\u00e3 \u0111\u00f3ng s\u1eb5n 2 d\u1ea5u \u201cth\u01b0\u1edfng n\u00f3ng\u201d. C\u1ea3 hai v\u1eabn ph\u1ea3i mua \u0111\u00fang 10 c\u1ed1c \u0111\u1ec3 nh\u1eadn m\u1ed9t c\u1ed1c mi\u1ec5n ph\u00ed. Tuy nhi\u00ean, th\u1eddi gian ho\u00e0n th\u00e0nh trung b\u00ecnh c\u1ee7a hai nh\u00f3m l\u1ea7n l\u01b0\u1ee3t l\u00e0 15,6 ng\u00e0y v\u00e0 12,7 ng\u00e0y, ch\u00eanh l\u1ec7ch g\u1ea7n 3 ng\u00e0y d\u00f9 ph\u1ea7n vi\u1ec7c c\u00f2n l\u1ea1i gi\u1ed1ng nhau.<\/p>\n

    \"So
    Hai c\u00e1ch tr\u00ecnh b\u00e0y kh\u00e1c nhau nh\u01b0ng kh\u00e1ch h\u00e0ng v\u1eabn c\u1ea7n th\u00eam 10 l\u01b0\u1ee3t mua \u0111\u1ec3 nh\u1eadn qu\u00e0. Ngu\u1ed3n: Journal of Marketing Research.<\/figcaption><\/figure>\n

    M\u1ed9t chi\u1ebfc pizza mi\u1ec5n ph\u00ed tr\u00f4ng g\u1ea7n h\u01a1n:<\/strong> Trong th\u00ed nghi\u1ec7m ti\u1ebfp theo, 65 h\u00e0nh kh\u00e1ch t\u1ea1i m\u1ed9t ga t\u00e0u \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 ch\u01b0\u01a1ng tr\u00ecnh t\u00edch \u0111i\u1ec3m pizza. M\u1ed9t nh\u00f3m nh\u00ecn th\u1ea5y th\u1ebb 8 \u00f4 tr\u1ed1ng, c\u00f2n nh\u00f3m kia nh\u00ecn th\u1ea5y th\u1ebb 10 \u00f4 \u0111\u00e3 c\u00f3 s\u1eb5n 2 d\u1ea5u.<\/p>\n

    Nh\u00f3m \u0111\u01b0\u1ee3c t\u1eb7ng ti\u1ebfn tr\u00ecnh d\u1ef1 \u0111o\u00e1n h\u1ecd s\u1ebd ho\u00e0n th\u00e0nh th\u1ebb trong 11 tu\u1ea7n, so v\u1edbi 16 tu\u1ea7n \u1edf nh\u00f3m b\u1eaft \u0111\u1ea7u t\u1eeb con s\u1ed1 0.<\/p>\n

    Tuy nhi\u00ean, 11 v\u00e0 16 tu\u1ea7n l\u00e0 th\u1eddi gian ng\u01b0\u1eddi tham gia d\u1ef1 \u0111o\u00e1n<\/strong>, kh\u00f4ng ph\u1ea3i k\u1ebft qu\u1ea3 ho\u00e0n th\u00e0nh th\u1ef1c t\u1ebf. M\u1ee9c s\u1eb5n s\u00e0ng tham gia \u0111\u01b0\u1ee3c ghi nh\u1eadn \u1edf hai nh\u00f3m l\u00e0 5,9 v\u00e0 5,8 tr\u00ean thang \u0111i\u1ec3m 11, t\u1ee9c g\u1ea7n nh\u01b0 t\u01b0\u01a1ng \u0111\u01b0\u01a1ng. V\u1eady n\u00ean, kh\u00e1c bi\u1ec7t tr\u00ean kh\u00f3 \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch \u0111\u01a1n gi\u1ea3n b\u1eb1ng vi\u1ec7c m\u1ed9t nh\u00f3m th\u1ea5y ch\u01b0\u01a1ng tr\u00ecnh ph\u00f9 h\u1ee3p v\u1edbi m\u00ecnh h\u01a1n.<\/p>\n

    Nh\u1ecbp h\u00e0nh \u0111\u1ed9ng tr\u00ean Jaboom:<\/strong> \u0110\u1ec3 quan s\u00e1t hi\u1ec7u \u1ee9ng trong m\u00f4i tr\u01b0\u1eddng s\u1ed1, nh\u00f3m nghi\u00ean c\u1ee9u theo d\u00f5i ng\u01b0\u1eddi d\u00f9ng tr\u00ean Jaboom, n\u01a1i h\u1ecd c\u1ea7n \u0111\u00e1nh gi\u00e1 51 b\u00e0i h\u00e1t \u0111\u1ec3 nh\u1eadn voucher. Khi ti\u1ebfn \u0111\u1ed9 t\u0103ng l\u00ean, d\u1eef li\u1ec7u ghi nh\u1eadn ba thay \u0111\u1ed5i:<\/p>\n

      \n
    • Quay l\u1ea1i s\u1edbm h\u01a1n:<\/strong> Kho\u1ea3ng th\u1eddi gian gi\u1eefa c\u00e1c l\u1ea7n truy c\u1eadp d\u1ea7n thu h\u1eb9p.<\/li>\n
    • L\u00e0m nhi\u1ec1u h\u01a1n trong m\u1ed7i l\u1ea7n:<\/strong> Ng\u01b0\u1eddi d\u00f9ng \u0111\u00e1nh gi\u00e1 th\u00eam nhi\u1ec1u b\u00e0i h\u00e1t khi h\u1ecd \u1edf g\u1ea7n m\u1ed1c nh\u1eadn qu\u00e0.<\/li>\n
    • \u00cdt b\u1ecf d\u1edf h\u01a1n:<\/strong> Kh\u1ea3 n\u0103ng \u0111\u00f3ng tr\u00ecnh duy\u1ec7t gi\u1eefa ch\u1eebng gi\u1ea3m khi \u0111i\u1ec3m s\u1ed1 t\u0103ng, c\u00f2n ph\u1ea7n l\u1edbn tr\u01b0\u1eddng h\u1ee3p r\u1eddi phi\u00ean xu\u1ea5t hi\u1ec7n \u1edf \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u, l\u00fac ti\u1ebfn tr\u00ecnh v\u1eabn b\u1eb1ng 0.<\/li>\n<\/ul>\n

      Ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c t\u1eb7ng v\u00e0 ti\u1ebfn tr\u00ecnh do m\u00ecnh t\u1ea1o ra:<\/strong> Th\u00ed nghi\u1ec7m th\u1ee9 t\u01b0 \u0111\u1eb7t ba nh\u00f3m c\u1ea1nh nhau: th\u1ebb 10 \u00f4 c\u00f3 s\u1eb5n 2 d\u1ea5u \u0111\u01b0\u1ee3c t\u1eb7ng, th\u1ebb 8 \u00f4 tr\u1ed1ng v\u00e0 th\u1ebb 10 \u00f4 m\u00e0 ng\u01b0\u1eddi tham gia \u0111\u00e3 t\u1ef1 mua 2 pizza \u0111\u1ec3 c\u00f3 hai d\u1ea5u \u0111\u1ea7u ti\u00ean. T\u1ea1i th\u1eddi \u0111i\u1ec3m so s\u00e1nh, c\u1ea3 ba nh\u00f3m \u0111\u1ec1u c\u00f2n 8 l\u1ea7n mua tr\u01b0\u1edbc khi nh\u1eadn th\u01b0\u1edfng.<\/p>\n

      Nh\u00f3m c\u00f3 ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c t\u1eb7ng v\u00e0 nh\u00f3m \u0111\u00e3 t\u1ef1 t\u1ea1o ti\u1ebfn tr\u00ecnh \u0111\u1ec1u ho\u00e0n th\u00e0nh nhanh h\u01a1n nh\u00f3m b\u1eaft \u0111\u1ea7u v\u1edbi 8 \u00f4 tr\u1ed1ng. Trong th\u00ed nghi\u1ec7m n\u00e0y<\/strong>, \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u \u0111\u01b0\u1ee3c t\u1eb7ng t\u1ea1o ra \u0111\u1ed9ng l\u1ef1c g\u1ea7n v\u1edbi ph\u1ea7n ti\u1ebfn \u0111\u1ed9 do ch\u00ednh ng\u01b0\u1eddi tham gia t\u1ea1o n\u00ean.<\/p>\n

      C\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng hi\u1ec7u \u1ee9ng n\u00e0y tr\u00ean website v\u00e0 trong marketing th\u1ebf n\u00e0o?<\/h2>\n

      N\u1ebfu \u0111ang thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng (UX\/UI) ho\u1eb7c t\u1ed1i \u01b0u h\u00f3a t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (CRO), b\u1ea1n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng hi\u1ec7u \u1ee9ng n\u00e0y cho nh\u1eefng quy tr\u00ecnh c\u00f3 m\u1ee5c ti\u00eau, ti\u1ebfn \u0111\u1ed9 v\u00e0 \u0111i\u1ec3m k\u1ebft th\u00fac c\u1ee5 th\u1ec3.<\/p>\n

      L\u00e0m m\u1ed9t bi\u1ec3u m\u1eabu d\u00e0i b\u1edbt \u0111\u00e1ng ng\u1ea1i:<\/strong> Khi v\u1eeba m\u1edf m\u1ed9t form \u0111\u0103ng k\u00fd d\u00e0i, th\u1ee9 b\u1ea1n nh\u00ecn th\u1ea5y th\u01b0\u1eddng l\u00e0 h\u00e0ng lo\u1ea1t tr\u01b0\u1eddng th\u00f4ng tin ch\u01b0a \u0111\u01b0\u1ee3c \u0111i\u1ec1n. Thay v\u00ec \u0111\u1eb7t t\u1ea5t c\u1ea3 tr\u00ean c\u00f9ng m\u1ed9t m\u00e0n h\u00ecnh, h\u00e3y chia quy tr\u00ecnh l\u00e0m quen (onboarding<\/em>) th\u00e0nh nh\u1eefng b\u01b0\u1edbc ng\u1eafn v\u00e0 cho kh\u00e1ch h\u00e0ng bi\u1ebft h\u1ecd \u0111ang \u1edf b\u01b0\u1edbc n\u00e0o.<\/p>\n

      N\u1ebfu kh\u00e1ch h\u00e0ng \u0111\u00e3 nh\u1ea5p v\u00e0o n\u00fat b\u1eaft \u0111\u1ea7u, t\u1ea1o t\u00e0i kho\u1ea3n ho\u1eb7c cung c\u1ea5p th\u00f4ng tin c\u01a1 b\u1ea3n, h\u00e3y t\u00ednh c\u00e1c h\u00e0nh \u0111\u1ed9ng n\u00e0y nh\u01b0 nh\u1eefng b\u01b0\u1edbc \u0111\u00e3 ho\u00e0n t\u1ea5t. Thanh ti\u1ebfn \u0111\u1ed9 c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u \u1edf 15% ho\u1eb7c 25%, mi\u1ec5n l\u00e0 con s\u1ed1 \u0111\u00f3 ph\u1ea3n \u00e1nh m\u1ed9t ph\u1ea7n vi\u1ec7c c\u00f3 th\u1eadt v\u00e0 kh\u1edbp v\u1edbi c\u00e1c b\u01b0\u1edbc c\u00f2n l\u1ea1i. L\u00fac n\u00e0y, kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f2n nh\u00ecn th\u1ea5y m\u1ed9t t\u00e0i kho\u1ea3n \u201cm\u1edbi tinh\u201d, m\u00e0 l\u00e0 m\u1ed9t h\u1ed3 s\u01a1 \u0111ang \u0111\u01b0\u1ee3c ho\u00e0n thi\u1ec7n.<\/p>\n

      T\u1eb7ng kh\u00e1ch h\u00e0ng m\u1ed9t \u0111i\u1ec3m xu\u1ea5t ph\u00e1t:<\/strong> N\u1ebfu \u0111ang x\u00e2y d\u1ef1ng ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft, thay v\u00ec y\u00eau c\u1ea7u h\u1ecd t\u00edch \u0111\u1ee7 100 \u0111i\u1ec3m t\u1eeb m\u1ee9c 0, h\u00e3y \u0111\u1eb7t m\u1ee5c ti\u00eau \u1edf 120 \u0111i\u1ec3m v\u00e0 t\u1eb7ng 20 \u0111i\u1ec3m ch\u00e0o m\u1eebng ngay khi \u0111\u0103ng k\u00fd. Kh\u00e1ch h\u00e0ng v\u1eabn c\u1ea7n ki\u1ebfm th\u00eam 100 \u0111i\u1ec3m, nh\u01b0ng \u0111\u00e3 nh\u00ecn th\u1ea5y m\u00ecnh ho\u00e0n th\u00e0nh kho\u1ea3ng 16,6% m\u1ee5c ti\u00eau. B\u1ea1n c\u0169ng n\u00ean n\u00f3i r\u00f5 \u0111\u00e2y l\u00e0 \u201c20 \u0111i\u1ec3m ch\u00e0o m\u1eebng th\u00e0nh vi\u00ean m\u1edbi\u201d, b\u1edfi m\u1ed9t m\u00f3n qu\u00e0 c\u00f3 l\u00fd do v\u1eabn d\u1ec5 \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn h\u01a1n con s\u1ed1 b\u00ed \u1ea9n b\u1ed7ng xu\u1ea5t hi\u1ec7n trong t\u00e0i kho\u1ea3n.<\/p>\n

      Khi chu k\u1ef3 m\u1edbi quay l\u1ea1i 0%:<\/strong> Sau khi kh\u00e1ch h\u00e0ng \u0111\u1ea1t m\u1ed1c v\u00e0 \u0111\u1ed5i th\u01b0\u1edfng, thanh ti\u1ebfn \u0111\u1ed9 s\u1ebd tr\u1edf v\u1ec1 tr\u1ea1ng th\u00e1i tr\u1ed1ng, khi\u1ebfn \u0111\u1ed9ng l\u1ef1c c\u00f3 th\u1ec3 gi\u1ea3m m\u1ea1nh v\u00e0 chu k\u1ef3 m\u1edbi tr\u00f4ng k\u00e9m h\u1ea5p d\u1eabn h\u01a1n. Hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u0111\u1eb7t l\u1ea1i sau ph\u1ea7n th\u01b0\u1edfng<\/strong> (post-reward resetting<\/em>). H\u00e3y t\u1eb7ng s\u1eb5n 1-2 d\u1ea5u \u201cg\u1ed1i \u0111\u1ea7u\u201d ngay sau khi ph\u1ea7n th\u01b0\u1edfng \u0111\u01b0\u1ee3c \u0111\u1ed5i. M\u00f3n qu\u00e0 nh\u1ecf kh\u00f4ng b\u1ea3o \u0111\u1ea3m kh\u00e1ch h\u00e0ng s\u1ebd ti\u1ebfp t\u1ee5c, nh\u01b0ng c\u00f3 th\u1ec3 gi\u00fap h\u1ecd b\u1edbt c\u1ea3m gi\u00e1c ph\u1ea3i b\u1eaft \u0111\u1ea7u l\u1ea1i t\u1eeb \u0111\u1ea7u.<\/p>\n

      Nh\u1eafc \u0111\u00fang l\u00fac khi ph\u1ea7n th\u01b0\u1edfng \u0111\u00e3 \u1edf g\u1ea7n:<\/strong> Khi ch\u1ec9 c\u00f2n thi\u1ebfu m\u1ed9t b\u01b0\u1edbc, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u1eadp trung nhi\u1ec1u h\u01a1n v\u00e0o vi\u1ec7c ho\u00e0n th\u00e0nh m\u1ee5c ti\u00eau. Website l\u00fac n\u00e0y n\u00ean hi\u1ec3n th\u1ecb th\u00f4ng b\u00e1o c\u1ee5 th\u1ec3 nh\u01b0 \u201cB\u1ea1n c\u00f2n thi\u1ebfu 500 \u0111i\u1ec3m \u0111\u1ec3 n\u00e2ng h\u1ea1ng\u201d, sau \u0111\u00f3 g\u1ee3i \u00fd m\u1ed9t s\u1ea3n ph\u1ea9m, g\u00f3i d\u1ecbch v\u1ee5 ho\u1eb7c l\u1ef1a ch\u1ecdn n\u00e2ng c\u1ea5p ph\u00f9 h\u1ee3p \u0111\u1ec3 h\u1ecd ho\u00e0n t\u1ea5t ch\u1eb7ng \u0111\u01b0\u1eddng c\u00f2n l\u1ea1i.<\/p>\n

      Tuy nhi\u00ean, l\u1eddi g\u1ee3i \u00fd n\u00ean gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u m\u00ecnh c\u00f2n thi\u1ebfu g\u00ec, thay v\u00ec che gi\u1ea5u chi ph\u00ed ho\u1eb7c t\u1ea1o \u00e1p l\u1ef1c ph\u1ea3i mua. Thanh ti\u1ebfn \u0111\u1ed9 c\u1ea7n l\u00e0m c\u00e1c b\u01b0\u1edbc tr\u1edf n\u00ean d\u1ec5 hi\u1ec3u h\u01a1n, kh\u00f4ng ph\u1ea3i bi\u1ebfn m\u1ee5c ti\u00eau th\u00e0nh c\u00e1i c\u1edb \u0111\u1ec3 b\u00e1n th\u00eam ho\u1eb7c n\u00e2ng c\u1ea5p (upsell<\/em>) b\u1eb1ng m\u1ecdi gi\u00e1.<\/p>\n

      Ti\u1ebfn tr\u00ecnh \u0111\u01b0\u1ee3c t\u1eb7ng v\u1eabn c\u00f3 th\u1ec3 ph\u1ea3n t\u00e1c d\u1ee5ng<\/h2>\n

      Th\u1ebf nh\u01b0ng, \u0111\u01b0\u1ee3c t\u1eb7ng m\u1ed9t \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd lu\u00f4n mu\u1ed1n \u0111i ti\u1ebfp. Hi\u1ec7u \u1ee9ng n\u00e0y c\u00f3 th\u1ec3 y\u1ebfu \u0111i, th\u1eadm ch\u00ed t\u1ea1o ra ph\u1ea3n \u1ee9ng ng\u01b0\u1ee3c n\u1ebfu c\u00e1ch thi\u1ebft k\u1ebf khi\u1ebfn m\u1ee5c ti\u00eau tr\u1edf n\u00ean kh\u00f4ng \u0111\u00e1ng tin.<\/p>\n

        \n
      • Ti\u1ebfn tr\u00ecnh kh\u00f4ng c\u00f3 l\u00fd do h\u1ee3p l\u00fd:<\/strong> Qu\u00e0 ch\u00e0o m\u1eebng, b\u01b0\u1edbc t\u1ea1o t\u00e0i kho\u1ea3n ho\u1eb7c th\u00f4ng tin c\u01a1 b\u1ea3n \u0111\u00e3 cung c\u1ea5p \u0111\u1ec1u l\u00e0 nh\u1eefng c\u00e1ch gi\u1ea3i th\u00edch d\u1ec5 hi\u1ec3u. Nh\u01b0ng n\u1ebfu b\u1ea1n hi\u1ec3n th\u1ecb 25% trong khi kh\u00e1ch h\u00e0ng v\u1eabn ph\u1ea3i \u0111i qua m\u1ed9t bi\u1ec3u m\u1eabu d\u00e0i h\u01a1n nhi\u1ec1u so v\u1edbi k\u1ef3 v\u1ecdng, h\u1ecd c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y b\u1ecb thao t\u00fang. Vi\u1ec7c thay \u0111\u1ed5i th\u1ec3 l\u1ec7 gi\u1eefa ch\u1eebng c\u0169ng c\u00f3 th\u1ec3 t\u1ea1o ra t\u00e2m l\u00fd ph\u1ea3n kh\u00e1ng (reactance<\/em>), l\u00e0m gi\u1ea3m ni\u1ec1m tin ho\u1eb7c khi\u1ebfn h\u1ecd r\u1eddi ch\u01b0\u01a1ng tr\u00ecnh.<\/li>\n
      • M\u1ee5c ti\u00eau n\u1eb1m ngo\u00e0i t\u1ea7m tay:<\/strong> V\u00e0i \u0111i\u1ec3m ch\u00e0o m\u1eebng kh\u00f3 t\u1ea1o th\u00eam \u0111\u1ed9ng l\u1ef1c n\u1ebfu ph\u1ea7n c\u00f2n l\u1ea1i v\u1eabn qu\u00e1 l\u1edbn. Khi y\u00eau c\u1ea7u t\u00edch l\u0169y v\u01b0\u1ee3t xa \u0111i\u1ec1u kh\u00e1ch h\u00e0ng cho r\u1eb1ng m\u00ecnh c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c, h\u1ecd c\u00f3 th\u1ec3 d\u1ea7n m\u1ea5t h\u1ee9ng v\u00e0 b\u1ecf cu\u1ed9c, d\u00f9 thanh ti\u1ebfn \u0111\u1ed9 kh\u00f4ng b\u1eaft \u0111\u1ea7u \u1edf 0%.<\/li>\n
      • T\u0103ng t\u1ed1c b\u1ecb nh\u1ea7m v\u1edbi l\u00f2ng trung th\u00e0nh:<\/strong> Nh\u1ecbp mua h\u00e0ng nhanh h\u01a1n \u1edf cu\u1ed1i chu k\u1ef3 c\u00f3 th\u1ec3 ch\u1ec9 l\u00e0 ph\u1ea3n \u1ee9ng t\u1ea1m th\u1eddi khi ph\u1ea7n th\u01b0\u1edfng \u0111\u00e3 \u1edf g\u1ea7n. Sau khi nh\u1eadn qu\u00e0, t\u1ed1c \u0111\u1ed9 n\u00e0y c\u00f3 th\u1ec3 gi\u1ea3m xu\u1ed1ng, v\u1eady n\u00ean doanh nghi\u1ec7p kh\u00f4ng n\u00ean t\u1ef1 \u0111\u1ed9ng xem s\u1ef1 t\u0103ng t\u1ed1c tr\u01b0\u1edbc m\u1ed1c th\u01b0\u1edfng l\u00e0 m\u1ed9t th\u00f3i quen mua s\u1eafm b\u1ec1n v\u1eefng.<\/li>\n<\/ul>\n

        T\u00f3m l\u1ea1i, 15%, 25% hay hai d\u1ea5u \u0111\u00f3ng s\u1eb5n c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng ph\u00e1t huy t\u00e1c d\u1ee5ng khi kh\u00e1ch h\u00e0ng hi\u1ec3u v\u00ec sao h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c ph\u1ea7n ti\u1ebfn \u0111\u1ed9 \u0111\u00f3 v\u00e0 tin r\u1eb1ng m\u1ee5c ti\u00eau v\u1eabn trong t\u1ea7m v\u1edbi. Ph\u1ea7n ti\u1ebfn tr\u00ecnh n\u00e0y c\u00f3 th\u1ec3 khuy\u1ebfn kh\u00edch h\u1ecd \u0111i ti\u1ebfp, nh\u01b0ng kh\u00f4ng b\u1ea3o \u0111\u1ea3m r\u1eb1ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i s\u1ebd t\u0103ng.<\/p>\n

        N\u1ebfu b\u1ea1n \u0111ang thi\u1ebft k\u1ebf m\u1ed9t form d\u00e0i ho\u1eb7c ch\u01b0\u01a1ng tr\u00ecnh t\u00edch \u0111i\u1ec3m, thanh ti\u1ebfn \u0111\u1ed9 kh\u00f4ng n\u00ean \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 che \u0111i kh\u1ed1i l\u01b0\u1ee3ng c\u00f4ng vi\u1ec7c th\u1ef1c t\u1ebf, b\u1edfi m\u1ed9t m\u1ee5c ti\u00eau qu\u00e1 xa ho\u1eb7c m\u1eadp m\u1edd v\u1eabn c\u00f3 th\u1ec3 t\u1ea1o ra c\u1ea3m gi\u00e1c b\u1ecb \u201cd\u1eabn d\u1eaft\u201d v\u00e0 khi\u1ebfn kh\u00e1ch h\u00e0ng d\u1eebng l\u1ea1i.<\/p>\n","protected":false},"excerpt":{"rendered":"

        \u0110\u01b0\u1ee3c t\u1eb7ng s\u1eb5n v\u00e0i b\u01b0\u1edbc tr\u00ean thanh ti\u1ebfn \u0111\u1ed9 kh\u00f4ng l\u00e0m c\u00f4ng vi\u1ec7c ng\u1eafn h\u01a1n. Th\u1ebf nh\u01b0ng, c\u1ea3m gi\u00e1c \u201cm\u00ecnh \u0111\u00e3 b\u1eaft \u0111\u1ea7u r\u1ed3i\u201d c\u00f3 th\u1ec3 khi\u1ebfn ch\u00fang ta mu\u1ed1n \u0111i ti\u1ebfp h\u01a1n. B\u1ea1n v\u1eeba t\u1ea1o m\u1ed9t t\u00e0i kho\u1ea3n v\u00e0 thanh ho\u00e0n thi\u1ec7n h\u1ed3 s\u01a1 \u0111\u00e3 \u1edf 25%, d\u00f9 t\u00e0i kho\u1ea3n c\u00f2n \u201cm\u1edbi tinh\u201d. H\u1ec7 […]<\/p>\n","protected":false},"author":1,"featured_media":4680,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[62],"class_list":["post-4624","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro","category-tam-ly-hoc-chuyen-doi","tag-tam-ly-hoc-cam-xuc"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4624","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/comments?post=4624"}],"version-history":[{"count":8,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4624\/revisions"}],"predecessor-version":[{"id":4769,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4624\/revisions\/4769"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/4680"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4624"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}