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A/B Testing Idea #169 - Indicate the number of users who have already created an account

Tactic_Indicate the number of users who have already created an account

Description

Displaying the number of people who have already signed up to your website or newsletter is an effective persuasion tool.

Research has shown that we have a strong tendency to copy others' choices and behaviour - especially when when we are hesitating on a decision - and this form of "social proof" taps in to our desire to behave as others have done.

Principles

  • Social Proof (Sherif, 1935; Asch, 1956)

The Research

Social Proof

Social Proof is a type of conformity. When a person is in a situation where they are unsure of the correct way to behave, they will often look to others for cues concerning the correct behaviour.

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