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A/B Testing Idea #186 - Frame your products in the best light possible: "number 1", "best selling", "fastest growing"

Tactic_Frame your products in the best light possible:

Description

Studies have shown that individuals tend to follow others' choices or behaviour when trying to make decisions.

We automatically presume that if lots of our peers are doing something or buying a particular product then it is for a good reason and that we would do well to follow their example. We think that other people probably have more knowledge or information about something than we do and therefore it is best to make similar choices.

This is why we are so likely to look for reviews, testimonials or other peer opinions before making a decision on where to go or what to buy. Presenting your product as the #1 (be that the best rated, best selling or fastest growing etc.) immediately implies that if they purchase it then they will be joining a large community of others who have made the same decision, giving them confidence and satisfaction with their purchase decision.

Principles

  • Social Proof (Sherif, 1935; Asch, 1956)

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.

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