A/B Testing Idea #305 - Give a friendly reminder after items have already been placed in the basket

Tactic_Give a friendly reminder after items have already been placed in the basket


Making the purchasing process as fluid and easy as possible is important to encourage your visitors to follow through to completion and convert. By altering the Call-to-Action of a product to clearly show customers that they have already placed one of these in their basket, you not only personalise their buyer journey but also help them to feel confident in making purchases from your site without any errors. Studies have shown that the more someone feels comfortable in completing a task autonomously, the more motivated they will be to do it. As in the above example, simply altering your Call-to-Action from "Buy" to "Buy Another" will alert the customer to the fact that they have already put this in their basket and will avoid any duplicate purchases.

Inspired by Nick Kolenda 


  • Cognitive Ease (Khaneman, 2011)
  • Autonomy bias (Deci, 1971; Ryan, 2008)
  • Illusion of Control (Ellen Langer, 1975)

The Research

Cognitive Ease

The ease with which our brain processes information and how the level of ease impacts how positively we feel about something.

Autonomy bias

We prefer situations that we have control over.

Illusion of Control
The Illusion of Control is the tendency to believe that we can control (or at least influence) our environment and, in particular, random phenomenons.

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