Breaking the Curse of Knowledge in eCommerce

Ever feel like you're speaking a different language than your customers? That's the Curse of Knowledge at play, and it might be hurting your business more than you realize.

Let's unpack this curse. It's a simple concept: you have insider information about your products that your customers don't, which can create a disconnect.

Consider yourself the expert on:

• Your brand's mission

• The ins and outs of what your products do

• Why your products are a cut above the rest

• All the perks that come with your products

You know your product like the back of your hand, but remember, your customers don't have that same level of insight. This gap can make empathizing with your customers' perspective tough.

For the detail-oriented, here's a deep dive into the economics behind this concept: The Curse of Knowledge in Economic Settings: An Experimental Analysis.

Stanford study: Tappers vs. listeners

A 1990 study at Stanford showed just how real this gap is. Participants were asked to tap the rhythm of a song and predict how often listeners would guess it correctly. Tappers guessed 50%. The actual success rate? Only 2.5%. The tappers, knowing the song, couldn't understand why listeners couldn't "hear" it too.

Spotting the curse in your business

Here's how to tell if the Curse of Knowledge is haunting your eCommerce:

• Jargon overload: It's great to show expertise, but too much technical talk might lose people.

• Feature fixation: You love every detail of your product, but your customers might not see the same value without context.

• Missing the setup: You can't hit the punchline (the sale) without setting the stage first.

The eCommerce struggle

When you're not face-to-face with customers, spotting the Curse of Knowledge is even harder.

Top brands leverage key strategies to navigate this challenge:

• Open lines for feedback: Make it easy for customers to tell you what's working (and what's not).

• Constant testing: Since you can't wear your customers' shoes, test different approaches and see what sticks.

• Personalization: Every customer is different, so tailor your messaging and experiences to fit their unique needs and knowledge level.

Now that you know about the curse, how it shows up, and ways to counteract it, you're better equipped to connect with your customers and boost your brand. With tools like Vandra, you can apply these insights directly to offer smart, AI-powered discounts tailored to engage low-intent customers.

Interested in creating a personalized experience that encourages conversion? Book a demo!