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A/B Testing Idea #166 - Nudge your users to use a particular payment method by indicating how many users have used it

Tactic_Nudge your users to use a particular payment method by indicating how many users have used it

Description

If you have a method of payment that you would prefer your customers use for any reason (reduced fees, easier management, etc.) then you can steer them towards this option through showing the percentage of other customers who use this same type of payment.

Studies have shown that we are likely to feel compelled to copy decisions that others have made, especially when we are hesitating on a decision, as it gives us a sense of security and makes us feel as though we are behaving "correctly".

In this case, your customers are likely to tell themselves that if a large percentage of other people are using a particular payment method then it must be for a good reason and so will tend to be more motivated to follow suit and make the same choice.

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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