A/B Testing Idea #271 - Clarify any intrigue created to bring the customer to your website

Tactic_Clarify any intrigue created to bring the customer to your website


Humans tend to desire closure and don't like to be kept in the dark. This is why it can be very effective to engage your customer through first presenting an intriguing statement, and immediately afterwards announcing that the explanation will come later. To get your visitor hooked on your page or content, you must create interest and spark curiosity then provide incentive for them to continue reading by giving assurance that they will gain answers and closure. In the above example the statement "I tripled my income thanks to conversion rate optimisation. Keep reading to find out how soon", will keep people intrigued and motivated and will keep them reading due to the promise of resolution.

Inspired by Nick Kolenda 


  • Ambiguity Effect (Ellsberg, 1961)

The Research

Ambiguity Effect

The Ambiguity Effect describes people’s preference for known risks over unknown risks.

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