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A/B Testing Idea #299 - Make your call-to-action dynamic and delay it

Tactic_Make your call-to-action dynamic and delay it

Description

Delaying your call-to-action can have its advantages. It allows the customer to absorb all the content on your page without any distraction and then will more strongly draw their eye due to its sudden and animated appearance. After the customer has taken in the page content and is at the critical moment of deciding whether to buy, displaying your Call-to-Action in this way will draw their attention and encourage click-through and conversion.

Principles

  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)

The Research

Von Restorff Effect

An effect named after the psychiatrist who first studied it (Hedwig von Restorff), whereby individuals take note of and remember unusual or unique items more rapidly than other more uniform items.

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