How to optimize your landing pages?
How to optimize your landing pages?
Just because it's simple doesn't mean it's better.
Geoffrey B.
Branding
Introduction
In UX, we’re often told: "reduce friction", "get to the point", "remove steps". And what if, sometimes, it was precisely the effort that gave the experience its value?
Welcome to the world of the Labour Effect. This cognitive bias, well known to behavioural psychologists, shows that the more a user invests in a task, the more they value what they get.
In this article, we explain why and how this principle can transform your forms or product journeys — provided you orchestrate it well.
1. The Labour Effect: what is it? (And why your users like it when they do a bit of work – yes, really)
At Dafolle, we love it when a cognitive bias blurs the line between design and storytelling. And the Labour Effect is pure gold: it tells you that a form, when it asks for a bit of elbow grease, can become downright desirable.
The Labour Effect (or IKEA effect) refers to our tendency to assign more value to something we have helped create. Even if the effort is modest, the sense of ownership increases with participation.
But in a more refined version, we also talk about Labour Illusion, a concept explored by researchers Kruger, Wirtz, Van Boven and Altermatt. Their study shows that when a service makes visible the work it is doing for us, we judge it to be more competent, more effective — even if the outcome is identical.
If a system tells you “I’m looking for the best options for you…”,
Even if it takes 3 seconds to produce a generic result,
You find it more credible than an instant engine with no feedback.
It is not just the effort provided by the user that creates value. It is also the impression that “someone” — or “something” — is working for them. And that, in UX, is behavioural magic.
2. Perceived effort = perceived value (or how to make your user believe your interface is sweating for them)
When a user makes an effort to personalise a product, share information or answer questions, they invest emotionally.
But what changes the game is that even simulated effort on the system side can trigger the same perception of value:
1. What is the Labor Effect? (And why your users enjoy working a little – yes, really)
At Dafolle, we love it when a cognitive bias blurs the line between design and storytelling. And the Labor Effect is a piece of cake: it tells you that a form, when it asks for a bit of elbow grease, can become downright desirable.
The Labor Effect (or IKEA effect) refers to our tendency to place more value on what we have helped create. Even if the effort is modest, the sense of ownership increases with participation.
But in a more nuanced version, we also talk about Labor Illusion, a concept explored by researchers Kruger, Wirtz, Van Boven and Altermatt. Their study shows that when a service makes visible the work it does for us, we judge it to be more competent, more efficient — even if the result is identical.
3. Concrete cases: when effort becomes a driving force
Personalised nutrition or health forms.
Brands such as Petit Well or Cuure ask the user to answer several questions before recommending a product.
4. Apply the Labor Effect to your product journeys
You can leverage this bias without transforming your entire site. A few examples:
An onboarding form that adapts the interface to the preferences provided
A diagnostic or quiz that produces a personalised result (with a light amount of effort)
A configuration tool where the user builds their own offer (e.g. SaaS, subscriptions, simulators)
The aim is not to make “longer”, but to make it more engaging. The right amount of effort is what creates a connection, not fatigue.
Design tips
If you have to help your designer think through your sales funnel, run away.
And come to us, we'll make you a lot of money
Cyrille E.
Product Manager
4. Apply the Labor Effect to your product journeys
Custom nutrition or health forms.
Brands like Petit Well or Cuure ask the user to answer several questions before suggesting a product.
Criteria | Compare 1 | Compare 2 |
|---|---|---|
Learning curve | As simple as Figma | Technical |
Animations | Native and smooth | With plugins |
Conclusion
Simplifying UX, yes. But removing all user involvement? Not always a good idea. The Labour Effect reminds us that sometimes, a well-judged effort makes an experience richer, more rewarding, and more desirable. We design UX journeys that have psychological impact.
