We have a modal/popup advertisement that appears whenever the user logins to their account and currently I added a "Do not show again" checkbox next to the ad so that it won't appear every time the user logs in. Our sales team wishes to remove that checkbox so that every time a user logs in, they see the advertisement and must close out of it. I want to convince them that keeping this checkbox is better for the user since it will reduce user frustration and will not affect sales. Is there any research that I can use as evidence for this claim?
It won't just not work, user's minds will be trained to ignore it or anything that looks like it. Boy who cried wolf style.
It's called Habituation and it can hurt your marketing efforts. You want every dialog box about an event to be rare or unique, the brain will be forced to try and pay attention rather than use your long term memory.
More reading on this topic:
I guess this is also a matter of finding the right argument for the sales team to hear you out. Here's what you can add to what has been already pointed out:
- Customer frustration leads to churn, meaning customers will stop doing business with you.
- Research by Esteban Kolsky shows that unhappy customers are more likely to share their negative experiences with others (13% share with 15 or more people).
- Only 1 in 26 unhappy customers will actually complain, so a lack of negative feedback doesn't mean they are satisfied.
- Customer expectations are high, and companies must work hard to meet and exceed them.
- According to PwC, 1 in 3 customers will leave a brand after just one bad experience, and 92% would abandon a company after two or three negative interactions.
This is the customer experience article I am referring to: https://www.superoffice.com/blog/customer-experience-statistics/