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A/B Testing Idea #4 - To demonstrate how easy your site is to use, offer 'how-to' pages and prioritise video format

Tactic_To demonstrate how easy your site is to use, offer 'how-to' pages and prioritise video format

Description

If you show your visitors how easy it is for them to act (i.e. to complete an action on your website, or to utilise one of your products, or services) by providing "how-to" pages and videos, it will increase their belief in their own ability to do so.

This will therefore increase their motivation to do it as research has shown that the more confident we feel in our own abilities, the greater our intrinsic motivation to act becomes.

Principles

  • Self-efficacy Theory (Bandura, 1984)
  • Information Bias (Baron; Beattie & Hershey, 1988)

The Research

Self-efficacy Theory

Self-efficacy theory explains the way in which a person’s belief in their own competence to complete a task affects the way they approach and perceive this task.

Information Bias

The tendency to seek out information, thinking that it will lead us to make a better decision, even when that information is of no real help.

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