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A/B Testing Idea #278 - Emphasise your users, rather than yourself, who have used and endorsed your products

Tactic_Emphasise your users, rather than yourself, who have used and endorsed your products

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 it is much more powerful to show visitors how many previous customers recommend your product rather than recommending it yourself. Saying "We recommend..." or "We advise..." will immediately set a commercial tone and will not inspire confidence in your visitors. Rather, showing them that their peers have recommended a certain product or service will be more trustworthy and will have a greater impact.

People also feel inspired to carry out an action (like making a purchase) when they see proof that it has been done many times before, meaning there haven't been any snags in the process and that they can confidently carry out these same actions themselves.

Principles

  • Self-efficacy Theory (Bandura, 1984)
  • Social Proof (Sherif, 1935; Asch, 1956)

The Research

Self-efficacy Theory

Self-efficacy theory explains the way in which a person’s belief in their own competence to complete a task affects the way they approach and perceive this task.

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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