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A/B Testing Idea #297 - Allow users to identify themselves with a certain category of people, and then show them content based on their choice

Tactic_ Allow users to identify themselves with a certain category of people, and then show them content based on their choice

Description

Allow users to identify themselves with a certain category of people and then submit introduce the products that match with their needs can have several advantages. First, your customer feels included in a group and it make him immediately in a positive frame of mind because we are a living beings with a strong need for socialisation. Then your customer will have the impression that you offer him the product that really fits him. For example, for an e-commerce site specialising in beauty products, start by asking your customers what skin type they have, will immediately reassure them about the quality of the products that you will present to them later.

Principles

  • Social Proof (Sherif, 1935; Asch, 1956)
  • Paradox of Choice (Schwartz, 2004)

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.

Paradox of Choice

The Paradox of Choice explains the fact that having too much choice can in fact lead individuals to reach less effective and satisfactory decisions that they would have if presented with less choice.

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