A/B Testing Idea #324 - Utilize written content which slightly contradicts what the user wants to do

Tactic_Utilize written content which slightly contradicts what the user wants to do


The more confident you user feels in navigating your website and completing tasks, the better experience they will have and the more likely they will be to convert. Report potential errors to your customers before they actually make the mistake by analysing the wording they use and detecting where it deviates from their intent. For instance, if your customer tries to contact you via your contact form and writes in their message "I attached a document showing ..." but your system detects there is no document attached then ask them to confirm they are aware there is no attachment before sending it. This way you anticipate the potential errors that might lead to frustration and will therefore improve your customer's user experience and relationship with your brand and website.

Inspired by Nick Kolenda


  • Autonomy bias (Deci, 1971; Ryan, 2008)
  • Immediacy effect (Ainslie, 1975; Laibson, 1997; Bickel; Odum & Madden, 1999; Frederick; Loewenstein & O’Donoghue, 2002)

The Research

Autonomy bias

We prefer situations that we have control over.

Immediacy effect

The Immediacy Effect is a cognitive bias that leads people, when presented with two similar possible things, to have a greater desire for the one that will arrive or take place soonest. This even leads us to prefer an immediate reward over a higher-value, delayed reward.

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