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A/B Testing Idea #267 - Display pictures of your team members to enhance their trustworthiness
Description
Obviously you want your site to look professional, but using photos taken from a database showing suited and booted workers with sparkling white smiles will ring as untrue to most customers. Instead, simply take real photos of the real people who work in your office so that customers can see the person with whom they are communicating. This will add a level of intimacy and likability that will increase your customer's positive feelings towards your company.
Principles
- Social Proof (Sherif, 1935; Asch, 1956)
- Picture Superiority Effect (Paivio, 1971; Hockey, 2008)
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.
Picture Superiority Effect
Picture Superiority Effect is the way that we tend to remember images for much longer than words, so using images alongside text or even using images alone is much more effective than just using text.
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