Prime users to take action by framing account creation as "Start my page"
Overview
Business Outcome
Conversion Rates
Increase the number of visitors who start the process of creating a page.
Behavioral Outcome
Endowment Effect
The phrase "Start my page" implies a sense of initiation and personal ownership. This primes users to be more receptive to the idea of starting their own page and encourages them to take action.
The Behavioral Science
The Endowment Effect
A psychological phenomenon where people assign a higher value to objects they own or possess compared to those they do not own. By framing the account as already belonging to the user before they sign up, Buy Me a Coffee leverages this effect to increase perceived value and attachment to the account.
How It Works
When users see the "Start my page" button, they are primed to feel a sense of ownership over the account they are about to create.
This perceived ownership leads them to attribute greater significance and importance to their account. Additionally, it fosters an emotional connection, as users envision the account as already being theirs, reinforcing the endowment effect.
How It Might Backfire
Misinterpretation of Intent
Some users may misinterpret "Start my page" as indicating they are immediately launching or publishing a page upon clicking. If they are not prepared for this level of commitment, they may feel misled or frustrated.
Increased Friction
The assertive wording may introduce cognitive friction for users not yet ready to commit to creating a page. They may feel pressured or rushed, leading them to abandon the process.
How To Test
A/B Test
Randomly assign users visiting the homepage to one of two groups: Group A sees the original homepage with a standard "Create account" or "Sign up" button. Group B sees the homepage with the modified "Start my page" button. Track the actions of users in both groups, focusing on the conversion rate (percentage of users who initiate page creation).
Compare the conversion rates between the two groups. If Group B shows a higher conversion rate, it suggests the "Start my page" framing is more effective in encouraging action.
Conduct further iterations of A/B testing by refining the wording, placement, or design of the button to optimize its effectiveness.
Frequently Asked Questions
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