5. Misconception of Scarcity
Let's address many artists' misconceptions about online booking systems working to their advantage. They believe presenting potential customers with limited available slots can create a sense of scarcity, prompting clients to book appointments more quickly due to fear of missing out.
This approach, however, is often based on a misunderstanding of how scarcity impacts client behavior in online booking scenarios. Artists might think a narrow selection of times will generate urgency, encouraging clients to secure one of the "last available" spots rapidly.
Yet, this strategy seldom yields the desired outcome. The effectiveness of such a tactic depends mainly on the number of potential clients viewing the available slots. For artists who aren't widely known, this audience is typically small. Prospective clients generally require several interactions with an artist's work before feeling confident enough to book an appointment.
Moreover, even with engaging advertisements highlighting "last available times," achieving significant organic reach is unlikely without a substantial investment in advertising. Empirical studies indicate that around 3,000 targeted views are necessary for a single booking, necessitating a considerable advertising budget.
Therefore, artists should temper their expectations. Setting up an online calendar and announcing its availability through channels with minimal traffic won't lead to instant bookings. Instead, focusing on enhancing visibility and reputation should be the priority. This strategy allows artists to build a dedicated clientele that is more inclined to seek out their services, making an online booking system more effective when introduced.
Facts from empirical research
The opposite effect has been observed. If an artist has only a limited number of time slots, it reduces the likelihood of a client finding a slot that suits them best. One crucial factor in choosing an artist is whether clients can find a convenient time that doesn't require excessive travel time, rearrange their work schedule, or manage additional childcare costs. Therefore, increasing the likelihood of securing a booking involves offering a broad range of suitable times from which clients can choose, minimizing inconvenience and additional expenses related to the appointment.