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Test Idea #19: Illusory truth effect



    If the only place where you highlighted your main offer is on the pricing page, you?re missing a big opportunity and probably leaving money on the table. Your most valuable offer and the product or service you are trying to sell should be mentioned on different pages on your website because humans tend to start believing something is true if they have been exposed to it repeatedly.


    By referring to your main value proposition on different pages of your website, on landing and product pages, and through testimonials, you are repeating and enhancing your message about what solutions and value you offer. Because of this, your customers are going to believe your message more and more, due to being constantly exposed to it, and will be more willing to buy your products and services.


    This cognitive bias is based on a simple idea that people?s belief in something increases if they repeatedly hear about it. By hearing the same kind of information over and over, we also tend to think of it as correct.
    Therefore, if you feature your value proposition in your headers, CTAs, on different pages, and not just the pricing page, your website visitors will grow more and more convinced of your message and will be more likely to engage with your business.

    Keep in mind that you shouldn?t be explicitly pitching the offer all over the place, but referencing it and reminding visitors that a certain solution exists.

    What to test

    In this case, Variant A, or your current landing page, does not mention your main offer and the visitor? does not know what solution your product or service is proposing. There is a lot of information about the company and how many customers you helped, but the headline does not discuss what you are offering. On Variant B, or the test landing page, the copy in the headline clearly addresses your ??Affordable and easy to use software, that helps you become more productive??.

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