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A/B Testing Idea #294 - Display often-used options at the top of drop down lists
Description
Everyone hates filling out information online - the easier and quicker you can make that for your customers, the more likely they are to follow through, complete an action and ultimately convert. One way of doing this is to put the most common answers at the top of drop-down lists as this will allow the majority of your customers to find their answers quickly without needing to scroll through a long list. By shortening the process this way, you will keep the momentum going and encourage them to complete the task and finish their purchase or any other conversion.
Inspired by Nick Kolenda
Principles
- Processing Efficacy (Jacoby & Dallas, 1981)
- Autonomy bias (Deci, 1971; Ryan, 2008)
The Research
Processing Efficacy
We tend to prefer things that are simple for us to understand or use.
Autonomy bias
We prefer situations that we have control over.
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