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Theory explained by Oreoluwa Akinnawo and written by Kahneman, Fredrickson, Charles Schreiber, and Donald Redelmeier
The Peak-End Effect is a cognitive bias that causes people to remember an experience by the Peak (the most intense positive or negative point) and the end (the final moments) rather than the totality of the event itself. Essentially, the Peak-End effect means that people will only remember the experience on your website by the most intense point and the end of the experience. For example, if your website offers great products (Peak) but the checkout experience is poor (End), there is a good chance that it might overwhelm the chances of your customer remembering the experience as great. This might cause potential and current customers to become one time buyers which will be bad for your business.
These are theories which have overlap with the theory you're currently looking at, it's worth exploring them.
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