End each user session on a good moment

Rosa damascena celsiana is a plate by Pierre-Joseph Redouté from Les Roses (1817–1824).

People remember the end more than the total.

The study. Researchers from Toronto and Princeton did a random trial with 682 colonoscopy patients. A colonoscopy is a medical examination of the large intestine. For half of the patients, doctors added a short, less painful period at the end of the procedure.

The finding. Patients with the gentler end remembered the whole procedure as less unpleasant, although it was longer. They were also more likely to return for a later colonoscopy.

Why it matters. Memory does not count every moment equally. It gives more weight to the end. For a product, the last moment of a session or a purchase changes how users remember the full experience.

The takeaway. Make the last step of important tasks pleasant. For example, show a clear success message or give a small reward.

Want to read more?

Subscribe to plaintalkbusiness.com to keep reading this exclusive post.

Subscribe Now