Conversion Psychology Case Study: How Grapes Stealing Can Bring You More Conversion?

Unique Strategy to Increase Opt-in Conversions for Newsletters

In your daily routine, you often go to the market and buy groceries and other necessities that you need. Here the ‘grapes stealing psychology’ usually impacts what you buy or not. You only buy that fruit that attracts you either in looks or if it tastes good to you when you get the chance to. Is it good or bad, right or wrong? Can we implement this technique for leads and conversions on our websites as well?

Human Psychology: Try Before You Buy

Its human psychology that we only purchase things once we are satisfied with its quality and get some proof that leads us to trust. This phenomenon applies whether we buy from a shop or an online store. For example, a buyer would:

  • Try out the sweater to check if it’s according to his/her size
  • Open a box of eggs to check if they are properly intact
  • Pop a grape out of the bunch and taste it to ensure its sweet, juicy and just perfect as it looks.

This means that buyers want proof that builds their trust to loosen their purse strings and make the purchase. So, if we continue with the grapes example, we’ve different scenarios to check buyers’ psychology:

Human Psychology: Try Before You Buy
  • Good Quality Grapes + Tasting:

If the buyers are offered to taste the grapes before they purchase, they’d definitely give it a try. Even a single grape or two, can urge them to buy bunches from you.

  • Good Quality grapes without Tasting:

If you’re selling good quality grapes without letting the buyers to taste, you might get good sales but with time until the buyers are convinced to buy them.

  • Bad Quality Grapes without Tasting: 

If your grapes are not up-to-the-mark and you don’t allow the buyers to taste them before purchase, you still might be able to sell few of them but the sales will decrease with time as soon as people realize about the low-quality of the product.

  • Bad Quality Grapes with Tasting:

In the worst scenario, if you are selling bad quality grapes and ask the buyers to try them before buying, they’d obviously think a hundred times before giving you a penny. This scenario benefits you only if you take their feedback positively and improve the quality of your product.To summarize, only charlatans who are offering low-quality products prevent the customers to taste their grapes before purchase. Same goes for digital stuff like white-papers, newsletters, e-books, etc.

Case Study: 12% Increase in Opt-in Conversions for a Newsletter

Wider Funnel, conversion optimization specialist, experimented landing page optimization for Tourism British Columbia through which he was able to enhance the newsletters’ conversions by 12%.Usually people won’t read what they download so there’re lesser chances of traffic leading to conversion. So, he followed the grape stealing theory and offered a preview of the newsletter that people would receive making them try-before-buy. By adding the best material in the preview, he was able to get the trust of the people and an improvement in the opt-in rate.

12% Increase in Opt-in Conversions for a Newsletter


The above discussion concludes that when you’ve your best material of your whitepaper or newsletter in the preview, people will likely go for a purchase. Even if they don’t read it, they still know it contains some value. This can also lead to positive results for you.Remember, when your first grape appeals to the buyer, they’ll be asking for whole bunch later on.