A/B Testing Idea #269 - To create a double funnel within the check-out, show a section which indicates: "people who bought this, also bought: ..."

Tactic_To create a double funnel within the check-out, show a section which indicates:


On the confirmation page after purchase, display "people who bought this product also bought ..." to create a double funnel. This will encourage your customers to make a second purchase after completing the first. Indeed, people are more likely to make another purchase after they have completed one already as we like to stay consistent with our own actions.

We also tend to be swayed by the decisions of others and so showing visitors what other customers have purchased can be highly influential. Displaying this on the confirmation page means you can encourage them to make further purchases without having disturbed their intention to make the first purchase that they came on to your site for. Even if the customer doesn't make any of the additional suggested purchases immediately, this will still give them ideas of products to buy in the weeks or months ahead, increasing the average basket amount. 


  • Social Proof (Sherif, 1935; Asch, 1956)
  • Commitment and Consistency (Cialdini, 1984)

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.

Commitment and Consistency

Once we have publicly committed to something or someone, then we are more likely to carry through and deliver on that commitment in order to be consistent.

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