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Four Behavioral Psychology Lessons for Nonprofit Web Design

|Designed to Convert: How Behavioral Psychology Can Optimize Your Web Design for Conversions Anchoring to Extremes When your audience experiences uncertainty during their decision making process, they look for context clues to help them decide. The Science How much should a camera cost? We might think that depends on things like quality and features, but more often than we realize, we perceive the value of any given item relative to other comparable models in the market. Group 1: For instance, in one experiment, consumers were given a choice between two cameras - a $170 Minolta camera and a better Minolta, priced at $240. $170 o $240 o People's preferences were split evenly, at 50% each. Group 2: These same two cameras were presented, along with another Minolta, priced at $470. $240 o $170 o $470 o 57% preferred the $240 camera and preferences for the two extremes were split evenly at 22% and 21%. In other words, adding a third option would have led to a 33% increase in revenue. The Takeaway: Most of us look for a middle ground. Donate Today! Donate Today! $60 $120 $60 $120 $550 Social Herding While many of us like to think of ourselves as avoiding conformity, we usually stick with our tribe, and follow our peers. The Science In the landmark “Asch Conformity Experiments", groups of eight participants were asked to look at the line on the left, and choose which line it corresponded to on the right. 8888 A Exhibit 1 Exhibit 2 In each group, seven of the group members were actors, and the single, unknowing member was the real subject of the study. The room was arranged so the subject would answer last. Control Group: The actors all, correctly, said that Exhibit 1 matched Exhibit 2-A. In this scenario, less than 1% of the experiment subjects answered incorrectly. |-| Exhibit 1 Exhibit 2-B Exhibit 1 Exhibit 2-C Exhibit 1 Exhibit 2 A Experimental Group: The actors agreed on an incorrect answer, saying the line corresponded to B or C, and as a result, 3 out of 4 subjects agreed with the group, giving the incorrect answer. The Takeaway: Leverage your audience's natural tendency to follow their peers. X Sign up for our Newsletter! A Join 5,500 of Your Peers! Name: Name: Email: Email: Submit Submit Tyranny of Choice We're conditioned to think of choice as a good thing. The more options, the better - right? In fact, choice can sometimes "paralyze" consumers and prevent them from making a purchase. The Science Researchers set up a sampling table with a display of jams at a California grocery store. Shoppers who took part in the sample were given a discount coupon to buy any jar of jam they sampled. Day 1: 24 jam jars displayed. 60% of shoppers stopped at the sampling table on day 1. But only 3% of those who stopped purchased a jar of jam. Day 2: 6 jam jars displayed. While only 40% of shoppers stopped... 30% of those that did went on to purchase a jar. The Takeaway: Sometimes, less is more. Shovel $18.99 Shovel $18.99 Share: Purchase Add To Cart Defaults While choices are great, sometimes humans don't want to expend the effort to think through every last decision - that's why we drive the same way to work, or why we order the same coffee concoction every morning. Having these default choices frees up brain space for other, more thought-intensive decisions. The Science Think about how often we take the path of least resistance. Researchers see organ donation rates as one of the most pronounced examples of different defaults. 100% 98% 100% 100 90 80- 2 70- E 60 - 50- 8 40- 30 17% 20 12% 10 4% Austria Belgium France United Kingdom Denmark Germany Opt-In: Countries like the United Kingdom, Germany, and Denmark ask people to 'opt-in' to organ donation on their DMV forms. Opt-Out: Meanwhile, culturally similar countries like France, Austria, and Belgium ask people to 'opt-out.' Behavioral economist Dan Ariely argues that defaults aren't just about laziness. In this case, he argues, we'd rather avoid thinking about the hard emotional decision of whether to be an organ donor, so we choose the path of least resistance. The Takeaway: Make it easy for your audience to choose your desired outcome. Check Out Total: $18.99 Check Out Total: $18.99 Add-on: Add-on: Subscribe: O Subscribe: Complete Order Complete Order Sources: effecthtml O Plenty Effective Consent Percentage Denmark wopbuy peun Austria unibjeg France

Four Behavioral Psychology Lessons for Nonprofit Web Design

shared by matthewzajechowski on Jun 14
We often don’t realize it, but elements of behavioral psychology and “choice architecture” are constantly informing the choices we make, from the displays at the supermarket to the color of the ...



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