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A/B Testing Idea #164 - Indicate "Most Popular" as your desired plan to be chosen
Description
Marking your target plan as "Most Popular" is an effective persuasion technique to encourage customers to choose it.
Research has shown that we have a strong tendency to copy others' choices and behaviour - especially when we are hesitating on a decision - and seeing that this plan is the most popular one will create a positive bias towards it.
Inspired by Nick Kolenda
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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