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A/B Testing Idea #276 - Bring attention to a popular product to facilitate the visitor to make a decision
Description
Studies have shown that individuals tend to follow others' choices or behaviour when trying to make decisions. We automatically presume that if lots of our peers are doing something or buying a particular product then it is for a good reason and that we would do well to follow their example. So to help your visitors make an easy decision that they will feel confident in (or to sway them towards a particular product or service you are hoping they will choose) then make it visually obvious that it is a popular choice. Your customer will certainly be influenced by knowing that a large number of other people have already made the same selection.
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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