Reinforce brand promise through social proof in onboarding
Overview
Business Outcome
Increased Conversion Rates
By reinforcing the brand promise during onboarding, Noom can increase the likelihood that users will continue with the sign-up process and become paying customers, ultimately boosting conversion rates.
Behavioral Outcome
Increased Trust and Confidence
Showcasing the large number of people Noom has successfully helped lose weight builds trust and confidence in the product's effectiveness, motivating users to engage with the app and stick to their weight loss journey.
The Behavioral Science
Social Proof
Social proof is the psychological phenomenon where people follow the actions of others in an attempt to gauge correct and desirable behavior for a given situation. This taps into the tendency of individuals to rely on the opinions and experiences of others when making choices, especially in uncertain or unfamiliar situations.
How It Works
In this case, highlighting that Noom has helped 3,627,436 people lose weight, signals a high approval from other users and is leveraging social proof.
By showcasing positive ratings and reviews from other users, the product suggests to potential customers that it is trustworthy, reliable, and widely used by others, thereby influencing their perception and decision-making process.
Furthermore, the use of a non round number conveys to potential customers that the number was not made up, rather miticously counted.
How It Might Backfire
Loss of Authenticity
If the company manipulates or fabricates ratings and reviews to artificially boost its reputation, it risks being exposed and facing backlash from customers, industry watchdogs, and regulatory authorities. The loss of authenticity can severely damage the company's credibility and trustworthiness in the long run.
Comparison Anxiety
For some users, seeing the vast number of successful individuals may trigger feelings of inadequacy or anxiety about their own ability to achieve similar results, potentially discouraging them from continuing with Noom.
How To Test
A/B Tests
Divide the target audience into test groups to compare the effectiveness of different messaging variations. This could involve A/B testing, where one group is exposed to the "#1 Top Rated" or social messaging, while another group receives alternative messages or no messaging at all (control group).
Use metrics like conversion rates, click-through rates, engagement metrics, customer feedback and sales data to compare the effectiveness of the messaging.
Frequently Asked Questions
Increase tip amounts via emoticons and positive framing
Uber uses emoticons and positive framing to encourage higher tip amounts for their delivery drivers. The tipping options are presented with emoticons that become more positive as the tip percentage increases, associating higher tips with being a hero to the driver.
Leverage loss aversion to drive subscription upgrades
Care.com uses loss aversion to encourage users to upgrade their subscription by showing a preview of a message response, but requiring an upgrade to view the full response.