Trials Drive Conversion: Give Customers a Memorable “Wow” Moment

Originally published 2023-03-04Excerpts from Wang Zhiqian’s MOT experience-design course, plus Robin’s commentary

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Collected in Robin Shen’s Field Notes · Content type and attribution are shown above

English translation of the Chinese post originally published 2023-03-04. Translated 2026-10-31 with AI assistance. Historical figures and claims have not been updated or independently verified. 中文原文

Reading guide

Wang Zhiqian’s MOT course says a key way to lower conversion barriers is to invite customers to try the product. A trial turns an explorer into a user and changes their mindset. Poor conversion often reflects a trial that leaves no peak experience or lasting memory. Robin adds that trials should create a vivid memory and a “wow” feeling. If customers generally respond “it’s okay,” “nothing special,” or “let’s see,” the likelihood of closing a sale is usually low.

Key points

A trial turns a customer from an explorer into a user.
Without a peak experience or lasting memory, trial conversion suffers.
Give customers a “wow” feeling.
“It’s okay” or “let’s see” usually signals a low likelihood of closing a sale.

One clear path continues into the distance among several branching routes, suggesting choice and focus. — Entrepreneurship & strategyThematic illustration · AI generated

Full text — English translation

The key to conversion: the trial An important way to reduce barriers to customer conversion is to invite customers to try it. Beyond changing their behavior, there is a more important change: changing their role and mindset. “Try this” turns an “explorer” into a “user,” changing their mindset. For example, a salesperson may keep saying, “You would look wonderful in this.” The customer wonders whether it is true. Once they try it on, their perspective changes immediately: “Wow, that looks good. It would look great at work, and my colleagues would think I look younger.” You hardly need to speak; the customer begins imagining how it feels to wear it. The barrier disappears, increasing the likelihood of conversion. Trials therefore matter enormously. If a company has poor conversion and its process includes a trial, the problem must lie at that stage. What went wrong? The trial created neither a peak experience nor a memorable moment. Trying on clothing: “It’s okay, I suppose.” Tasting food: “It tastes all right; nothing special.” ---- Robin: “Pay attention to the trial stage. Give customers a vivid memory and a peak ‘wow’ feeling during it. If their usual response afterward is ‘okay,’ ‘ordinary,’ or ‘let’s see,’ the likelihood of closing a sale is generally low.” #TrialsShouldGiveCustomersAVividLastingMemory #WangZhiqianMOTExperienceDesignCourse

These articles are personal notes, book excerpts, and collected reprints. Figures and events reflect the time of the original publication, are not current information, and do not constitute investment advice.

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