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A/B Testing Idea #311 - After users leave a page, return them to where they left off
Description
Sending the user directly back to the page or position in a sequence where they left off will help to minimise the negative effects of leaving a site or page. By sending them straight back to where they left off it gives the illusion that they never even left and puts them immediately back into the frame of mind of being mid-browse. Not only this but it makes the site seem personalised and attentive, and simplifies the process of finding something for the customer. If they left your site whilst looking for something but didn't have time to finish their research, this allows them to pick up where they left off without going through the whole process again. This will all incite positive feelings of autonomy and ease that will encourage them to continue through to conversion on this occasion.
Inspired by Nick Kolenda
Principles
- Autonomy bias (Deci, 1971; Ryan, 2008)
- Illusion of Control (Ellen Langer, 1975)
The Research
Autonomy bias
We prefer situations that we have control over.
Illusion of Control
The Illusion of Control is the tendency to believe that we can control (or at least influence) our environment and, in particular, random phenomenons.
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