Unleash The Confirmation Bias In Business + 5 Examples

Last updated October 15, 2018

Have you ever wondered why it’s so hard to convince someone their beliefs are wrong? It’s even harder to convert them to your way of thinking.

They tune you out when you talk about things that aren’t in line with what they think. As soon as you talk about what they know to be true they’re all ears.

Their pupils dilate, their posture changes, and they give you their undivided attention. It’s the confirmation bias at work.

The confirmation bias is the tendency to selectively search for, recall, interpret, and consider information that confirms your beliefs.

We latch onto information in line with what we already believe.

For example, someone putting together a research paper showing the effects of oil on aquatic environments will search for evidence that bolsters their point of view and largely ignore any other perspective.

A hiring manager that thinks a candidate is a good fit will pay more attention to information that supports their conclusion.

A coach that thinks people over six feet are better players will give taller people preference when choosing the members of his team.

Quizzes are uniquely positioned to give you the advantages of confirmation biases. When you understand your audience, your outcomes will reflect what they already believe about themselves.

We can go on and on about it, but it’s safe to say that the confirmation bias can open huge opportunities in your business. All you have to do is tap into what your customers and clients already consider a truth while confirming they’re on the right path.

Peter Wason did us a huge favor

In the 1960’s, Peter Wason performed a simple experiment with a number of volunteers. The volunteers were asked to determine a pattern that applied to a series of three numbers. The example given to the subjects was “2-4-6” and they were allowed to construct their own series of numbers to test their hypothesis.

When they constructed their own series of three numbers, Wason would tell them whether it conformed to the rule or not. The actual rule was any ascending series, participants had trouble identifying it and would create rules that were far more specific.

What was most interesting was that participants only tested rules that would confirm their hypothesis. For example, if they thought the rule was “increases by ten” they would only test numbers that confirmed it EG 10-20-30 and ignore those that violated it EG 10-11-12.

Wason brought this cognitive bias to light and we’ve been using it ever since.

Examples of The Confirmation Bias In The Wild

Whether we admit it or not, we all want validation from friends, family, and peers. That validation can take many forms and it’s often used subtly in marketing. Here are a few examples of confirmation bias you can steal

Thank You Pages

I’ve written on the power of thank you pages to unlock more engagement and revenue. What happens after they optin or buy from you? Are you using the thank you page to confirm their initial thoughts about why they joined in the first place?

Derek Halpern of Social Triggers throws in some confirmation bias when you sign up for a free Ebook to get your first 5,000 subscribers. He confirms your initial thoughts that he’s a genuine person and asks you to start participating in the community that’ll help you grow your business.

 

If you were wondering if it was too good to be true, he removes that doubt immediately. From that point on, anyone who subscribes will only look for more information to back up their initial impression.

RoboForm goes straight for the jugular with their thank you page after sign up.

 

Roboform

After signing up, they let you know immediately that you’re an amazing person. Not only that, they ask you to show off this validation to your friends by asking them to sign up. The internal dialogue goes something like this.

The person who signs up thinks they made a good decision. RoboForm confirms this by telling them they’re awesome. With this newfound validation, the person would be more likely to spread the information to their social circle.

RoboForm gets more users, you get more validation to confirm your initial awesomeness.

Completing a process

 

When you’re using Mailchimp, you’ll eventually send out a few newsletters. I’ll never forget that first high five the monkey — Frederick von Chimpenheimer IV — gave me when I sent my first one.  This positive reinforcement confirms what I already know, I’ve completed a major milestone, and gives me kudos for doing so.

digital high five confirmation bias

The same process works during a checkout process. Sprinkling in “well done” and “you’re almost there” messages will help increase conversions.

Another way to use the confirmation bias to encourage the completion of a process is to use a progress bar. When you sign up for services like Facebook, Dropbox, or anything that requires a little more information, a progress bar is used to show how much you’ve done.

We use a variation of this inside of our app.

confirmation bias inside KyLeads

If you’re at the beginning of the process, usually, your own momentum is enough to keep you going. Then, something happens and you have to log out or start doing something else.

The progress bar shows you how much effort you’ve already put in and subtly reminds you that there’s just a little bit more to go.

LinkedIn profile completion

 

LinkedIn does this well with their profile strength indicator.

Before you take the time to complete your profile, you probably don’t have much going for you on the platform. It’s likely you don’t have many views or connections. You’re a beginner.

After filling out some more information, you’ll be an all-star ready to take on the world of corporate espionage :).

 

Daniel Ndukwu LinkedIn profile

 

The all-star rating confirms what you already know, you’re amazing.

It’s not limited to just social profiles, you can easily use it during the checkout process like the following example.

It lets you know that you’re almost there and for you to have come this far, there must be something worthwhile in the product you’re purchasing.


Conclusion


The Confirmation can be used in many ways which are both subtle and overt. Some of the best ways to intertwine the confirmation bias in your engagement and acquisition strategies are:

Reinforce an impression they already have

Use it to remind them of how much they’ve already committed thus confirming their love of what you’re offering.

Don’t stop there, brainstorm different ways you can use the confirmation bias to build stronger relationships with your tribe.

Let me know what you think about the confirmation bias in the comments and don’t forget to share.

Thank You Page Marketing: 6 Hacks to Increase Engagement


Have you ever been on a website, saw an irresistible offer, got it, and felt disappointed in the thank you page?

Instead of continuing an incredible interaction, the relationship becomes sterile and transactional. The thank you page is an often neglected part of your website. It’s just something you have to create – right?

Not exactly. It’s a backbone of human interaction. Whether it’s receiving a gift or asking for a favor, there’s one thing we almost always say, thank you. For most of us, it’s a reflex.

When it comes to saying ‘thank you’ on the web, there’s no difference. Well, there’s one difference, you can generate revenue from saying thank you the right way.

How?

With your thank you page. They’re an important but overlooked way to continue the interaction with people who’ve taken your desired action.

By the end of this article, you’ll learn how to make thank you pages that create loyal fans, generate revenue, and produce tons of goodwill for your brand.

Let’s get started

What is a thank you page?

A thank you page is where your new subscribers or customers are taken after submitting their information through your opt-in form or sales page.

In simple terms, this is the page saying “Thank you for performing my desired action. Here’s what you should do next.”The thank you page is valuable because it acknowledges and confirms the action was the right one.

This taps into the psychological principle known as the confirmation bias. People look for signs and information that confirm their preexisting beliefs. They believe they made the right choice by taking your desired action. You let them know they’re right.

Moving forward, they’ll associate those positive thoughts with your brand. The entire process happens on a subconscious level. Below is an example of a what a simple thank you page could look like.

thank you page image

 

Types of thank you pages you should be using

There are many ways to go about crafting your thank you page. What you choose, will, of course, depend on your goals. Throughout the rest of this article, we’ll explore the different ways you can use thank you pages for maximum impact.  

Include a video on your thank you page

The fastest way to grasp something is by doing it. The next best thing is to visualize it. You can capitalize on this fact.

Videos give your audience something to do while waiting. Use this opportunity to confirm they took the right action as well as move them towards the next step in your funnel.

A simple introductory statement is all you need:

An email is racing towards you, check your inbox in a few minutes.  Meanwhile, watch the short video below.

Xcube Labs not only puts a video on their page, they convey a lot of information to their new subscriber.

The video doesn’t talk much about the white paper. Instead, it focuses on Xcube’s thought processes and principles when designing.

At times, people keep the confirmation and delivery emails delayed on purpose. That way, they won’t be distracted from the message on the thank you page.

Videos encourage longer dwell times and (mostly) have a positive impact on the person interacting with them. When they’re well crafted, it encourages them to dive deeper into your content.

Use a video marketing tool like Wistia to get granular metrics on the performance of your videos. The Longer someone stays on a page, the more engaged they are.

Types of video to use on thank you page

  • Welcome video
  • An informational video that tells them what to expect
  • Video that lets the subscriber know what the next steps are
  • Video that showcases a low-cost product

Try shorter videos and continue to adjust the content until you’re satisfied with the result.

Ask your visitor to subscribe to different platforms

Your primary goal with this tactic is to increase your following. This is the best time to take make a small ask because your subscribers will never be this engaged with you again.

Use this page to generate maximum results with minimum effort. Users have already shown they appreciate what you’re offering. Now is a great time to ask them to connect with you on social media.

You can ask them to:

  • Follow you on FB
  • Connect with you  on Snapchat
  • Subscribe to your YouTube channel for more content like this
  • Etc

Here’s an example from Pixabay.

We also do it at KyLeads.

Social media is a great place to spread the word about your brand. Your thank you page helps you build the following that’ll give you solid social proof.

Benefits of driving engagement to your social channels:

  • Provide promotion for your product.
  • A great avenue to connect with your new users/subscribers.
  • Users can share your link in their timeline.

Give subscribers limited time offers and discounts

The fact that you have subscribers means you’re doing something right. Make them an offer they can’t refuse. Or at least make one they’ll have to think about before saying no.

Offer them a limited edition discount voucher. Or maybe, get something that is exclusive to new subscribers. The idea is to provide incentives, and the main concern is to make it clear: it’s a one-time deal. It won’t be available again no matter where they register.

A one-time offer is used to increase sales by offering incentive’s that aren’t available anywhere else. The key is to make sure it’s not available through some other means.

If you slip up on that part, the people who took advantage of it will feel cheated.

For example, you can try selling your eBook at 25% off if the purchase is made from that page in a certain amount of time. Make it clear that the eBook won’t be available at that price point ever again.

If they’re at all intrigued with your offer, you just gave them a solid reason why they should be paying for a product right away.

Tips on when to use discounts on thank you page and how to structure them

  • Look out for a product to sell from the thank you page that’s similar to what the user is registering for.
  • Be honest regarding the ideology that this is the cheapest you can purchase your product (that means don’t offer the same thing cheaper somewhere else).
  • Incentives play an important role. Try to make them as exclusive as possible for the subscribers on your thank you page.

Check out this example below.

The experiment thank you page with coupon code

If you dial in the offer correctly, you have a buyer coming your way.

Get subscribers to fill out a survey

Prepare a quick and short survey. Present it to the people who just signed up by placing it on your thank you page. Since they’ve already taken one of your desired actions, they’re more likely to do it again.

Pro tip: Ask the user to fill the survey to unlock a free e-book or other bonus.

There’s a reason you do this. When someone subscribes to be a member of your audience or buys something, you only have a finite amount of information about them. Sure, you could segment based on what they downloaded or bought, but why not ask them to segment themselves.

In your survey, you can ask many questions:

  • How did they find you
  • What they’re trying to accomplish
  • What they do for a living
  • Etc etc

This will give you deep insights into who’s visiting your website. There are many popular survey tools like SurveyMonkey or Slamingsurveys. We’re also building in the ability to survey with KyForms – stay tuned.

But always remember, there’s a fine line between asking your customers to take a survey and irritating them.

The above example shows you exactly how to use a survey on your thank you page.

Here are some quick tips to make an effective thank you page survey:

  • Keep it short and simple.
  • Ask direct questions.
  • Where possible, stick to multiple choice questions.
  • Ask one question at a time.
  • Ask questions they don’t have to think too hard to answer (instead of “describe your ideal day,” ask “are you looking to improve x”)

Send users to helpful links

Your subscribers went through your content and subscribed. They love what you’re doing. Now, give them more of what they want. It’s the best time to showcase your other products/featured content.

Here’s how you can do this:

Create pages that highlight the most useful content on your website. Divide it into different sections.

For example, if you have a fitness brand, you can group the links by:
–              Strength training
–              Cardio
–              Healthy eating

Add a short description and link to these useful resources.

Note: You should already have the categories through your blog. All you’re doing is curing the best in each category.

Take a look at this example from ByRegina below.

thank you page by regina

The main premise is that users have already opted in to get more content. Why make them wait? Showcase the best you have to offer right away.

Display testimonials

Payments done online are a bit different from the traditional market. Mainly because it’s less concrete and more threatening. That’s why trust is essential.

One of the fastest ways to gain trust is by showcasing what other people are saying about your brand. Remember the confirmation bias? If done correctly, this will add value and reduce buyer remorse.

Here’s an example of this in action:

This will help reinforce the positive feelings they’ve already associated with your brand.

People won’t hesitate before buying if they trust you. Whether they stick around is another story.

Conclusion

The whole point of customizing a thank you page is to make your funnel more efficient. In other words, it’s meant to continue the process of building a meaningful relationship.

What we’ve given you here are a few ways to get started. Some techniques will work better than others. The key is to keep testing until you find a winner.

Thank you pages are, most of the time, underused. Figuring out your thank you page may result in a huge upside if done correctly.

Let us know about any techniques you’re using in the comments section.

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