The Zeigarnik Effect: The Psychological Glitch That Can Explode Your Marketing Results Part 2 – One Simple Zeigarnik Tactic = 18% More Conversions (Seriously)
When an e-commerce brand added a simple “Saved Items” feature to its site – giving users a way to bookmark products they weren’t ready to buy – it triggered an unfinished action in the shopper’s mind. Combined with a well-timed series of reminder emails, this one tweak led to a measurable 18% boost in conversions.
Why? Because once the item was “saved,” the purchase felt incomplete—and that tension lingered. Visitors couldn’t stop thinking about the thing they hadn’t bought yet.
The only way to make it go away?
Is to come back and complete the checkout.
How ASOS and Home Depot Keep Shoppers Clicking for Months (And How You Can Steal Their Move)
Ever feel like you’re being haunted by that one pair of boots you almost bought? Or that DIY vanity project you half-built in your head?
That’s not by accident.
That’s psychology weaponized for profit – and ASOS and Home Depot are absolute ninjas at it.
ASOS: Turning Wishlists into Weaponized Curiosity
Here’s the sneaky genius behind ASOS’s “Save for Later” feature:
The moment you tap that little heart icon, you start a mental to-do list you didn’t agree to. And ASOS? They keep whispering, “Hey… you forgot something.”
They send:
- “Your item’s selling fast…”
- “Back in stock. Just sayin’.”
- “Still thinking about this?” (Yes, ASOS. Yes, I am.)
Each message reopens the mental loop. You can’t rest because technically, that outfit is still in limbo.
Why it works: Wishlist users convert more often and spend more time on the site. Translation? They’re marinating in the brand longer—and buying more often.
Home Depot: The Long Con with Project Teasers
Home Depot doesn’t just sell sinks. They sell unfinished business.
If you add a faucet to your project board, the algorithm knows—you’ve started a story. And your brain desperately wants to finish it.
Their emails are full of:
- “Need help finishing your bathroom reno?”
- “Don’t forget the grout (and towel hooks).”
- “The rest of your project is waiting…”
Every nudge is a psychological tap on the shoulder:
“Psst. Your brain started something. Go finish it.”
The result? Their project planner users return again and again—over weeks and months—until they finally hit “buy.”
How You Can Steal This—Even with Zero Budget or Tech Team
You don’t need a Wishlist app or a big box warehouse to pull this off.
You just need to dangle the unfinished thread.
Here’s how:
- For courses or digital bundles: Let buyers “save” lessons or modules they’re interested in (even if it’s just tagging it in your email system).
- For lead magnets or templates: If they grab one, follow up with:
“Still building your funnel? Don’t forget Part 2—it’s waiting inside your dashboard.”
- For email sequences: Set a tag when they click but don’t buy—then send:
“You were this close to launching your next big thing. Want to finish what you started?”
This is more than a sales tactic—it’s a mental nudge disguised as marketing.
They started the story.
Your job is to keep them curious long enough to finish it—with you.
See the pattern?
They’re not just reminding you—they’re messing with your brain.
And you can do the exact same thing… starting with the moment someone abandons their cart.
Here’s how to turn “meh, maybe later” into “wait—I need to see what I missed.”
Cart Reminder Email Scripts for Digital Products (Powered by the Zeigarnik Effect)
Most marketers make one of two mistakes with digital product cart reminders:
- They go full “hard sell” with discounts and countdowns.
- They’re too polite and forgettable.
But there’s a third option: Use open loops to make the reader mentally itch until they click through.
Below are 3 battle-tested emails (plus timing) that turn curiosity into conversions.
Email #1 – 1 Hour After Abandonment
Subject: Wait, did you see this part?
Body:
Hey [First Name],
I noticed you were checking out [Product Name]—but didn’t quite hit “complete.”
Totally understandable. But before you forget, I have to ask:
Did you catch the [bonus / hidden module / template] tucked inside? It’s something most people miss—and it’s actually what makes this product so effective.
Here’s your saved cart:
[Return to My Cart]
Talk soon,
[Your Name]
P.S. I’ll explain more tomorrow. But you’ll definitely want to peek now.
Why it works: You’re not just reminding—they’re now missing something. Curiosity kicks in hard.
Email #2 – 24 Hours Later
Subject: The part that almost no one talks about…
Body:
Hey [First Name],
Still thinking about [Product Name]? You’re not alone. Most people take a day or two—but then they see what’s really inside.
There’s one lesson/template/strategy inside that isn’t even mentioned on the sales page—and it’s been responsible for some wild results (one customer said it helped them land their first paying client).
Tomorrow, I’ll tell you exactly what it is.
But if you don’t want to wait:
[Yes, Take Me to the Good Stuff]
— [Your Name]
P.S. Your cart’s still active… for now.
Why it works: Open loop + micro-case study = irresistible. You’re hinting at value they almost had. The brain wants to close that loop.
Email #3 – 48 Hours Later
Subject: The weird strategy that got 345 sales (and it’s in your cart)
Body:
Hey [First Name],
Quick story:
Last month, I ran a micro-launch using a tactic I’d never tried before. It generated 345 sales in 4 days.
That exact strategy? It’s explained—step-by-step—inside [Product Name].
[I’m Not Missing That]
I created this product to help you shortcut months of trial and error… but it only works if you use it.
— [Your Name]
P.S. This is the last email before your cart expires. I’d hate for you to miss the one idea that could change everything.
Why it works: This email closes one loop (the tactic that generated 345 sales)… and opens another (what else is inside?). Plus, the subtle urgency of the cart expiring gives just enough pressure without going full used-car-lot.
Cadence + Summary
| When | Strategy | Z-Trigger | |
| #1 | 1 hour after | Spark intrigue with hidden bonus or benefit | Curiosity gap |
| #2 | 24 hrs later | Imply hidden value & success stories | Suspense, cliffhanger |
| #3 | 48 hrs later | Deliver payoff—but tease deeper insights | Loop closure + hint at more |
Pro Tips for Digital Products:
- Replace “Return to Cart” links with “Unlock the Good Stuff” or “Let Me In” CTAs to reinforce curiosity.
- Use cliffhanger PS lines to seed anticipation for the next email.
- Bonus: Drop a “Part 1/3” tag in your first subject line. Now they’re subconsciously expecting a story.
You’ve seen the emails. You’ve felt the itch.
Now let’s pull back the curtain and break down how to use this same mind-bending technique across your entire funnel.
Because once you know how to wield open loops like a marketing sorcerer…
you’ll stop “writing emails” and start engineering irresistible curiosity traps.
