TEST IDEA #27: AVAILABILITY HEURISTIC
If you leave a strong impression on your visitors, you will be ??more available?? to their memory later on and they will be more likely to remember your business when the need arises. Stand out with unique design or copy and make sure your prospects think of you later on.
SCIENCE BEHIND THIS IDEA
Think of it this way- experiences and images that leave a lasting impression, whether because they were unusual, creative, surprising or evoked a strong emotion, take more space in our minds. This means that the become more ??available?? to us later on, because they are so memorable and will easily pop up at some point. Since they take up so much space and are such vivid memories, there?s a good chance that a lot of things, that are not directly associated to that experience, will later on remind us of these experiences in particular.
In other words, if you take a risk with your website and add surprising and unusual elements, such as an odd name or create a surprising mascot, you will stay with your visitors for a while and you might be at the top of their list once they decide they need services or products similar to those your offer. The memory of your company will be readily available and your prospects might return exactly because you took a risk and did something different from the rest of the industry.
What to test
Variant A, or your current homepage does not have anything unusual on itself. It?s the already familiar and established formula of what homepages in your industry look like. But Variant B, or the test version of the homepage, is dominated by the image of an unusual and memorable mascot that is appropriate for your company.
Well, we sort of did this!
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