A/B Testing Idea #256 - Engage your users with a simple task or question

Tactic_ Engage your users with a simple task or question


Place your customers in a positive frame of mind by giving them a small "victory". Indeed, ask your client to perform a simple task before you can ask then for something longer and more complicated. Emphasise the fact that they have achieved the first step to encourage them to do the second. For instance, ask them to answer a simple question such as "Did you find what you were looking for" and then asked to complete a satisfaction survey.


  • Zeigarnik Effect (Zeigarnik, 1920)
  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Foot-in-the-door Technique (FITD) (Freedman & Fraser, 1966)

The Research

Zeigarnik Effect

Incomplete tasks stick in your mind more than ones you have completed.

Processing Efficacy

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

Foot-in-the-door Technique (FITD)

FITD is a technique whereby you first work on getting a small yes to then hopefully get an even bigger one.

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