TEST IDEA #28: BELIEF BIAS
Focus on explaining to your prospects how your product is going to solve their problem, rather than persuading them through focusing on all its good sides and strengths. It is the conclusion of your reasoning, in this case the solution you are offering, that tends to overpower the rest of your
SCIENCE BEHIND THIS IDEA
The psychological mechanism behind the ??belief bias?? explains that humans tend only to rememberif the conclusion of an argument was strong or weak. In other words, no matter if your arguments pro and con up to that point were amazing, your customers will only remember if your conclusion was believable.
For your website this means that you shouldn?t waste too much time explaining your product?s features, unless it is the detailed products? page, but should explain how it has helped your customers. The results you have had will leave a more lasting impact on your prospects, than multiple pages explaining why your product is the best. This also goes in line with the old writing adage: ??Show, don?t tell??. Show your prospects why your solution is the best one by using real experiences and you could see a significant increase in your conversion rates.
What to test
Variant A, or your current homepage, only lists the strengths and most appealing features of your service. You can clearly see the section that has the title ??Benefits of our products?? and how it dominates the page. Variant B, or the test version of your homepage, has a similar section, but instead of focusing on strengths the section is titled ??How we helped our customers?? and explains how you solved their main problem.
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