A/B Testing Idea #315 - Indicate what your visitor has most recently researched in a drop-down menu

Tactic_Indicate what your visitor has most recently researched in a drop-down menu


When a user begins a search, start by showing them previous searches they have made that correspond. Displaying these first and perhaps in a different colour to really distinguish them is a good way of helping a user to keep track of what they have previously done on your site. It's an easy personalised and intuitive element to include that will really facilitate the use of your website by better adapting to your clients' expectations. The easier-to-use and more adaptive your site is, the more likely people will be to enjoy using it and be encouraged to convert and come back again.

Inspired by Nick Kolenda 


  • Cognitive Ease (Khaneman, 2011)
  • Processing Efficacy (Jacoby & Dallas, 1981)

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.

Processing Efficacy

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

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