Check for yourself which techniques you and your sector are currently using. After all, these are the techniques that your target audience most often encounters. It’s important to keep a close eye on the CTR of your winners from previous A/B tests. My advice is to retest your most important conversion techniques every quarter with a control condition.

Do you see your CTR or other metric drop? Then you probably also suffer from the Law of Persuasion Knowledge with your visitors. The low-involvement persuasion techniques weaken slowly.

Tip: repeat your A/B tests

Even if the CTR drops, the technique will still perform better for a while than if you don’t use it. However, you are now blessed with the knowledge that the effect is about to tilt. At that point, the once so powerful conversion technique no longer works, and even backfires. Then VP Engineering Email Lists put it in the fridge for a while, to take it out again after a while. After all, it is well known in psychology that memory declines when there is no repetition.

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Take home massage: repeat your A/B tests. By the Law of Persuasion Knowledge, you are today’s winner, tomorrow’s loser (and vice versa).

Which techniques are immune to the Law of Persuasion Knowledge?

An interesting implication is also that the techniques that work completely unconsciously for the majority of people (button color, eye-gaze) do not lose their effectiveness. After all, there is no learning effect based on experience. Of course, Persuasion Knowledge can also occur here when consumers themselves start looking for and disseminating information about unconscious conversion techniques.

I expect that new generation conversion techniques will be even more focused on subconscious influencing through perception and associations. For example, stores can use already existing associations to strengthen their product. Nick Kolenda gives as an example  the use of stock photos with Asian people in a story about your product or service. Asians are associated with ‘smart’ and ‘analytical’, which can give that push in the right direction with a service like ‘big data’.

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