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A/B Testing Idea #90 - Combine functions which are similar

Tactic_Combine functions which are similar

Description

People respond best to clear, direct and easy-to-understand information and are easily distracted or put off by extraneous information or demands on their attention.

To avoid this, make sure you streamline any information displayed, avoiding duplication of similar Call-to-Actions. For example, in the drawing above "contact us" and "call us now" are such similar Call-to-Actions that will most likely direct people towards the same contact page and so it is unnecessary to display both as it just takes up space and causes confusion.

Principles

  • Split-attention Effect (Tarmizi & Sweller, 1988)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Split-attention Effect

The Split-attention Effect is the way in which human cognitive processing isn’t as receptive to information that is presented separately as when it is combined into one easily digestible format.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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