Conversion

Reinforce the 'best' choice with others' decisions

Though we intuitively see middle options as most popular, we can supercharge the effect by actively supporting it with facts

Since the centre-stage effect is partly driven by a sense that what is the middle option is most popular, it makes sense that we could enhance the effect by actively highlighting its relative popularity amongst a set of options.

Begin with overall popularity
When we don't know, we often want to be informed by the decisions of others. The centre option being highlighted as the top seller or most popular is reassuring and greatly reduces choice regret and exhausting comparisons between unfamiliar options.

Get specific for pros
Even when we do know, we can always do with a little extra filtering. As we become more experienced, we need social proof to become more relevant to our particular needs.

For instance, a sports website may know that you're a trail runner, based on a preference or past purchase. On the homepage, the user is shown a set of 5 newly-released trail running shoes.

All shoes are relevant to the customer, but the middle option is highlighted as the most popular / has the highest ratings amongst trail runners.

Evolve what's shown based on behaviour
The beauty here is that the options shown and what's central / recommended can change with their purchases and preferences over time.

Conversion

Reinforce the 'best' choice with others' decisions

Though we intuitively see middle options as most popular, we can supercharge the effect by actively supporting it with facts

Since the centre-stage effect is partly driven by a sense that what is the middle option is most popular, it makes sense that we could enhance the effect by actively highlighting its relative popularity amongst a set of options.

Begin with overall popularity
When we don't know, we often want to be informed by the decisions of others. The centre option being highlighted as the top seller or most popular is reassuring and greatly reduces choice regret and exhausting comparisons between unfamiliar options.

Get specific for pros
Even when we do know, we can always do with a little extra filtering. As we become more experienced, we need social proof to become more relevant to our particular needs.

For instance, a sports website may know that you're a trail runner, based on a preference or past purchase. On the homepage, the user is shown a set of 5 newly-released trail running shoes.

All shoes are relevant to the customer, but the middle option is highlighted as the most popular / has the highest ratings amongst trail runners.

Evolve what's shown based on behaviour
The beauty here is that the options shown and what's central / recommended can change with their purchases and preferences over time.

Conversion

Reinforce the 'best' choice with others' decisions

Though we intuitively see middle options as most popular, we can supercharge the effect by actively supporting it with facts

Since the centre-stage effect is partly driven by a sense that what is the middle option is most popular, it makes sense that we could enhance the effect by actively highlighting its relative popularity amongst a set of options.

Begin with overall popularity
When we don't know, we often want to be informed by the decisions of others. The centre option being highlighted as the top seller or most popular is reassuring and greatly reduces choice regret and exhausting comparisons between unfamiliar options.

Get specific for pros
Even when we do know, we can always do with a little extra filtering. As we become more experienced, we need social proof to become more relevant to our particular needs.

For instance, a sports website may know that you're a trail runner, based on a preference or past purchase. On the homepage, the user is shown a set of 5 newly-released trail running shoes.

All shoes are relevant to the customer, but the middle option is highlighted as the most popular / has the highest ratings amongst trail runners.

Evolve what's shown based on behaviour
The beauty here is that the options shown and what's central / recommended can change with their purchases and preferences over time.

Hungry for more?

What's Cooking?

New Nugget In The Wild

How Experian's CreditLock creates calm with well-designed control
How Experian's CreditLock creates calm with well-designed control
This week
Mar 2024

New Cheat Sheet

New "Overcoming Status Quo" Cheat Sheet
New "Overcoming Status Quo" Cheat Sheet
This week
Mar 2024

Improvement

Simplified navigation
Simplified navigation
This week
Mar 2024

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week
Feb 2024

Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week
Jan 2024

Coglode Live

Defaults Live video and deck now available
Defaults Live video and deck now available
This week
Jan 2024

Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week
Aug 2023

New Nugget In The Wild

How new browser Arc overcomes Status Quo bias with Boosts and Zaps
How new browser Arc overcomes Status Quo bias with Boosts and Zaps
This week
Jul 2023

New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
New "Overcoming Risk Aversion" Cheat Sheet
This week
Jul 2023

Feature

Cheat Sheets redesigned - Includes Checklists
Cheat Sheets redesigned - Includes Checklists
This week
Mar 2024

Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week
May 2023

Coglode Live

Self-Expression Live event announced
Self-Expression Live event announced
This week
Apr 2023

Coglode Live

Feedback Loops video and deck now available
Feedback Loops video and deck now available
This week
Apr 2023

Feature

Figma Behavioral Design System released
Figma Behavioral Design System released
This week
Apr 2023

Feature

Figma Behavioral Design System sneak-peek
Figma Behavioral Design System sneak-peek
This week
Apr 2023

Coglode Live

Feedback Loops Live event announced
Feedback Loops Live event announced
This week
Mar 2023

Coglode Live

Prospect Theory video and deck now available
Prospect Theory video and deck now available
This week
Mar 2023

New Nugget In The Wild

Reframing service fees as benefits
Reframing service fees as benefits
This week
Mar 2023

Feature

Cookbook for Teams announced
Cookbook for Teams announced
This week
Mar 2023

New Nugget In The Wild

Deliveroo's tipping system, behaviourally deconstructed
Deliveroo's tipping system, behaviourally deconstructed
This week
Feb 2023

Improvement

Nuggets In The Wild component redesigned and rebuilt
Nuggets In The Wild component redesigned and rebuilt
This week
Feb 2023

Feature

Completed core of forthcoming Nuggets Library for Figma
Completed core of forthcoming Nuggets Library for Figma
This week
Feb 2023

New Nugget In The Wild

Flora case study into overcoming stagnant social proof
Flora case study into overcoming stagnant social proof
This week
Feb 2023

Coglode Live

Open Access Prospect Theory Event added
Open Access Prospect Theory Event added
This week
Feb 2023

New Nugget In The Wild

Case study that reframes product waste into a playful second life for cats
Case study that reframes product waste into a playful second life for cats
This week
Feb 2023

Improvement

Improved persistent login pane
Improved persistent login pane
This week
Feb 2023

New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week
Feb 2023