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A/B Testing Idea #178 - Display "how-to" videos related to products on the checkout page

Tactic_ Display

Description

By placing instructional and informative "how-to" videos just before the final stage of payment, you are offering reassurance to your customers by showing them how easy to use and interesting the product they're about to purchase is.

This reassurance will enhance positive feelings about their purchase and will increase the likelihood of them following through and finalising payment.

Principles

  • Cognitive Dissonance (Festinger, 1957)

The Research

Cognitive Dissonance

We prefer it when all our attitudes and beliefs are held in harmony and, when they aren’t, this produces an uncomfortable and detrimental Cognitive Dissonance.

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