The “Effort Justification” Hack: Why Making Customers Work Can Increase Loyalty

A few years ago, a small online tea company tried a risky experiment. Instead of offering a simple “Buy Now” button, they introduced a Tea Quiz—a short, three-question survey that recommended the perfect blend based on a customer’s preferences.

At first glance, this seemed counterintuitive. Why add friction to the buying process? Wouldn’t extra steps drive people away?

Instead, their conversions skyrocketed. Not only did more people complete a purchase, but returning customer rates jumped by 28%.

Why? Because when people put effort into something, they value it more.

Most businesses assume the easier they make things, the better. And in many cases, that’s true. But sometimes, a little effort actually increases commitment and perceived value.

This is known as Effort Justification, a psychological principle that explains why people assign greater worth to things they’ve worked for—even if the extra work was unnecessary. According to research, when customers put effort into customizing, assembling, or even choosing a product, they develop a stronger emotional attachment to it.

Here’s how it works:

• IKEA customers love their furniture more—because they built it.

• Starbucks lets you customize your drink down to the last pump of syrup.

• Fitness apps that ask users to set personal goals see higher engagement than those that don’t.

For small businesses, this means strategically adding small hurdles can actually increase sales and loyalty. Here’s how:

• Interactive tools: Instead of a generic signup, a fitness coach could ask, “What’s your #1 health goal?”

• Customization options: A local candle shop could let buyers mix and match scents, making the product feel more “theirs.”

• Gamification: A loyalty program that requires small actions (like checking in or rating a product) increases engagement.

The key is finding the right level of effort. Too much, and people drop off. But just enough makes them feel invested.

Most businesses focus on making things effortless. But what if, instead of removing all friction, you used a little effort to create more commitment?

What’s one way you could make your customers feel more involved in the buying process?

Because sometimes, the more effort we put in, the more we believe it was worth it.

What effort should your target consumers make? Let’s figure it out!