Conversion

Scarcity

We value things more when they’re in limited supply

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Framing

We make very different decisions based on how a fact is presented

Limited Choice

We’re more likely to decide when the options are sensibly restricted

Loss Aversion

We feel more negative when losing something than positive when we gain it

Authority

We have a strong tendency to comply with those in charge

Default Effect

We tend to accept the option pre-chosen for us

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Commitment

Once we’ve made a public statement, we make consistent decisions to support it

Zeigarnik Effect

Incomplete tasks weigh on our minds until done

Reactance

We’ll do the opposite from what we’re asked if we’re pushed too hard

Curiosity Effect

We're driven to seek missing info that closes our knowledge gap

Metaphorical Shortcut

New or complex ideas are easier understood through existing ones

Contrast Effect

We better remember products that stand out from their surroundings

Ownership Bias

We value things more when we feel we own them

Time Scarcity

We're more likely to act if the clock is ticking…

Foot In The Door

Making a small commitment now makes us more likely to agree to a greater one later

Fresh Start Effect

We're more likely to stick to habits made at the start of new time periods

Door In The Face

We're more likely to agree to a small request after first rejecting a larger one

Status Quo Bias

We tend to stick with our previous choices, even if the alternatives might be better

Mere Exposure Effect

We like things more as they become more familiar to us

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Competition

We strive with and against one another for limited resources and status

Odor Priming

We’ll pay more when we smell something nice

Serial Position Effect

We better remember the first and last items in a list

Salience

Our choices are determined by the information we're shown

If-Then Plans

If in this scenario, we then plan to do that, we'll more likely reach our goals

Centre-Stage Effect

We prefer the middle option in a horizontal set of choices

Pairings

Conversion

Reinforce the 'best' choice with others' decisions

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

Make the 'right' option stand out

How are you currently showing your suite of options? If you're looking to display options horizontally, supercharge the right centre option by giving it more visual prominence.

Normally, this is done with contrast against other options to the left and right, drawing our attention in to the centre.

However, you may also want to explore how enhanced imagery for the centre option can also emphasise this choice. For instance, show a larger image for the centre option than those to the left and right.

As well as visual contrast and enhanced imagery, you may also show an additional piece of information for this middle option.

Why are you emphasising this middle option over the others?

Is it the best value, most popular, or best for beginners?

Use this to guide what information you surface for the middle option.

Conversion

Display a unique picture highlighting the first piece of information

When making a judgement in an uncertain situation, the first piece of information we see greatly influences what we end up choosing. We begin with an implicit reference point, and then work from this  to reach an intuitively-correct conclusion. But this adjustment process is biased towards the initial piece of information: our anchor. 

Given that we’re visual creatures, using an associated image creates a compelling anchor. An image springs to mind faster than text alone, drilling down into the essence of how we process information.

For instance, by showing an initial picture of a plate of food with a smaller portion, you may establish an adequate reference point that signals how much a person should eat. This could be far more influential than writing 100g of potatoes, which is hard to imagine.

In a fragrance retail store, you could display an image of the larger perfume bottle to communicate a higher purchase reference point.

What picture can you provide as the first piece of information that creates an adequate and captivating anchor for the decision that follows?

Conversion

Emphasise the visibility of restricted areas to increase your product’s value

The members-only area of a website is often treated as a backdoor to a private club, hidden away from prying eyes. However, those who are able to regularly peek inside these exclusive areas and experience their benefits can notice the many advantages of belonging. If you create a suggestive, striking understanding of what they are missing out on, you can increase their burning desire to join. 

Furthermore, current members get a boost on their perceived status as they are reminded of what they're gaining. For instance, Amazon keeps prompting us to the many advantages of being a Prime member. It’s impossible to order any product without seeing several reminders. While we may need to adjust between a pleasurable user experience and increased salience, there are benefits to be gained from a higher visibility of the restricted area and its perks.

Conversion

Offer multiple moments to reminisce past experiences

Whether you're selling a holiday, a training course or a fun day out, even when the experience has been and gone, we all seek out opportunities to recall the positive memories.

Travel companies can share nostalgic moments of past trips. For instance, if I'd booked a flight to Japan in Spring, it might be nice to send me a lovely reminder of the seasonal cherry blossom every 3 months after the trip. This would create positive recall and keep the travel brand front of mind, more deeply associating it with the experience. When it was time to book again for next year, the travel company would become the obvious choice to create brand new memories in Japan.

Similarly, a training company can create stronger knowledge recall by reminding trainees of what they'd learnt long after attending the training day, as well as triggering positive, nostalgic feelings for the event. Pithy, memorable or humourous mantras that were shared on the day could be easily repeated in marketing messaging, for instance.

Just because something ends, doesn't mean we need to let go of it. Moreover, great past experiences yearn to be segregated and repeated in our minds for a long time thereafter.

Conversion

Encourage action by offering closure on mystery

Make it easy for people to want to develop a curiosity in your products with playful, suggestive messaging regarding its outcomes.

Even reframing an initial call to action, like:

"Sign up to get started"

As something more curious and goal-orientated, like:

"Sign up to see how to do it"

...shows us that curiosity needn't be a grand event, but instead can operate in subtle, suggestive ways that playfully motivate by holding back certain information.

Where can you inspire explorative inquisition within people with in subtle ways at the beginning of their journey with you?

Conversion

Scarcity

We value things more when they’re in limited supply

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Framing

We make very different decisions based on how a fact is presented

Limited Choice

We’re more likely to decide when the options are sensibly restricted

Loss Aversion

We feel more negative when losing something than positive when we gain it

Authority

We have a strong tendency to comply with those in charge

Default Effect

We tend to accept the option pre-chosen for us

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Commitment

Once we’ve made a public statement, we make consistent decisions to support it

Zeigarnik Effect

Incomplete tasks weigh on our minds until done

Reactance

We’ll do the opposite from what we’re asked if we’re pushed too hard

Curiosity Effect

We're driven to seek missing info that closes our knowledge gap

Metaphorical Shortcut

New or complex ideas are easier understood through existing ones

Contrast Effect

We better remember products that stand out from their surroundings

Ownership Bias

We value things more when we feel we own them

Time Scarcity

We're more likely to act if the clock is ticking…

Foot In The Door

Making a small commitment now makes us more likely to agree to a greater one later

Fresh Start Effect

We're more likely to stick to habits made at the start of new time periods

Door In The Face

We're more likely to agree to a small request after first rejecting a larger one

Status Quo Bias

We tend to stick with our previous choices, even if the alternatives might be better

Mere Exposure Effect

We like things more as they become more familiar to us

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Competition

We strive with and against one another for limited resources and status

Odor Priming

We’ll pay more when we smell something nice

Serial Position Effect

We better remember the first and last items in a list

Salience

Our choices are determined by the information we're shown

If-Then Plans

If in this scenario, we then plan to do that, we'll more likely reach our goals

Centre-Stage Effect

We prefer the middle option in a horizontal set of choices