Over the weekend I have been indulging in reading on my favourite subject – psychology and more specifically – consumer behaviour biases.
Amongst others, it has given me an idea for the next #cro (conversion rate optimsation test). The particular cognitive bias I have in mind is based on the term illusory superiority first coined by researchers Van Yperen and Buunk, in 1991. The bias stipulates that a person overestimates their own qualities and abilities, in relation to the same qualities and abilities of other people.
This nugget of knowledge can be applied to a #cro test aimed at increasing average donation values.
In ‘The Choice factory’, Richard Shotton, surveyed 521 people asking if they believed they were more generous than others. 64% were convinced they were. Therefore telling donors what others give on average could (or even should) increase average donation value.
This is a very easy test to implement using Google Optimize and should you need a hand implementing it, please give me a shout.