A/B Testing Idea #191 - Include a section: "People who browsed this product, also bought:"

Tactic_Include a section:


Adding a “People who viewed this product bought...” feature is an effective persuasion technique.

Research has shown that we have a strong tendency to copy others' choices when we are hesitating on a decision and so will be biased towards products purchased by our peers. This "social proof" automatically lends a validation to these particular products and people will be more likely to trust in their value.

People can also find a vast product selection overwhelming so tailoring their choices by showing them products that people who are evidently interested in the same things as them purchased helps to give them more specific, but fewer, options.


  • 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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