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Feed forward bias refers to the tendency of people to rely too much on initial information or impressions, even when presented with new and contradictory evidence. This bias can affect decision-making by leading individuals to stick with their initial beliefs or assumptions, even in the face of evidence to the contrary. Essentially, feed forward bias can cause people to become stuck in their ways and resistant to change, making it difficult for them to consider new ideas and perspectives. Harnessing this bias can be useful in designing websites, as providing users with initial positive experiences can help to create a lasting impression and increase the likelihood of future engagement.
Certainly! Here's a brief explanation of the cognitive bias known as feed forward, along with some practical tips on how to apply it to improve the conversion rate of your website.
Feed forward is the tendency of people to take small steps in a specific direction, without necessarily knowing or understanding the ultimate goal. It's similar to the concept of nudging, where subtle changes in the environment can influence people's behavior without them even realizing it. Feed forward is often used in the context of goal-setting or habit-forming, where breaking down a larger goal into smaller, manageable steps can make it easier to achieve.
So, how can you apply feed forward to improve the conversion rate on your website? Here are a few tips:
Break down your call to action into smaller steps: Instead of asking users to "sign up for our newsletter," for example, consider breaking it down into smaller steps: "Enter your email address," "Confirm your subscription," and "Receive your welcome email." Each of these steps serves as a mini-goal, making it more likely that users will follow through to the end.
Show progress along the way: If your call to action requires multiple steps, consider showing users how far along they are in the process. This can create a sense of momentum and encourage them to keep going.
Make the next step obvious: After a user completes one step, make it clear what they need to do next. This could be as simple as a button with a clear label ("Next step"), or it could involve highlighting the next field or section to be completed.
Use visual cues to guide the user: Visual cues, such as arrows or progress bars, can help guide users through a multi-step process. This can make it feel less overwhelming and increase the likelihood of completion.
By applying the feed forward cognitive bias to your website, you can make it easier for users to take action and increase your conversion rate. Remember, the key is to break down larger goals into smaller, manageable steps, and to guide users along the way with clear instructions and visual cues.
I hope this explanation helps! Let me know if you have any further questions.
Are you curious about how to apply this bias in experimentation? We've got that information available for you!