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Understanding Shared Information Bias: What It Is and How to Avoid It

As a marketer, software developer, or UX designer, you know how important it is to make sure your website is designed to meet the needs and preferences of your target audience. When appealing to specific users, understanding and utilizing cognitive biases can be a helpful tool to increase conversions and engagement, but it's important to be aware of any potential drawbacks. One such cognitive bias that often goes unnoticed is shared information bias.

What Is Shared Information Bias?

Shared information bias is a cognitive bias that occurs when a group of people place too much emphasis on information that they all share in common, while undervaluing information that is unique or outside of their shared experiences. This can lead to a narrow range of ideas and missed opportunities to explore alternative or better-suited options.

Shared information bias is often seen in group situations, such as meetings or brainstorming sessions, where individuals prioritize information that is familiar to everyone present, rather than seeking out new or unique information that could potentially benefit the group's decision-making process.

Examples of Shared Information Bias

An example of shared information bias is a marketing team that only focuses on discussing ideas that have worked in the past, rather than exploring new and innovative strategies. This could lead to stagnation in the team's marketing efforts, as they are not considering alternative approaches that could potentially increase conversions and engagement.

Another example could be a software development team that prioritizes using technology that they have previously used, rather than researching newer and potentially more efficient methods. This could lead to the team missing out on advancements in technology and ultimately falling behind their competitors.

How to Avoid Shared Information Bias

To avoid shared information bias, it's important to encourage open communication and diversity of thought within group settings. This can include inviting individuals from outside the group to provide new perspectives and ideas, or appointing a neutral facilitator to guide the discussion and ensure that all voices are heard.

Another key strategy is to encourage individuals within the group to share unique and previously unexplored ideas. This can be achieved by setting aside specific time periods for brainstorming, or utilizing anonymous suggestion boxes to encourage open communication and minimize fear of criticism or judgment within the group.

Utilizing Shared Information Bias to Your Advantage

While shared information bias can be detrimental to group decision-making, it's important to note that it can also be utilized to your advantage when seeking to influence individual decision-making. For example, highlighting commonalities between your target audience and your product or service can increase emotional connection and ultimately lead to increased conversions and engagement.

Practical Applications of Shared Information Bias

When designing and optimizing your website, there are a few practical applications of shared information bias that can help increase conversions and engagement among your target audience:

Utilize Social Proof

Humans are naturally inclined to seek validation and reassurance from others, often relying on the opinions and actions of others to guide their own behavior. By incorporating social proof elements into your website, such as customer reviews or testimonials, you can tap into shared information bias to increase trust and credibility among your target audience.

Highlight Shared Experiences

By emphasizing shared experiences between your target audience and your product or service, whether it be through language or imagery, you can increase emotional connection and ultimately influence decision-making. For example, if you are marketing a travel website, emphasizing shared experiences such as exploring new cultures or trying new foods could be effective in driving conversions and engagement.

Use Familiar Terminology

When communicating with your target audience, it's important to use terminology and language that is familiar and relatable to them. By doing so, you can increase perceived understanding and ultimately influence decision-making. This is a common tactic used in marketing phrases such as "like-minded individuals" or "join the community."

Conclusion

Shared information bias is a cognitive bias that occurs when individuals place too much emphasis on information that they share in common, rather than seeking out new and unique perspectives. While it can lead to missed opportunities and narrow decision-making, it can also be utilized to your advantage when seeking to influence individual decision-making. By incorporating strategies such as utilizing social proof, highlighting shared experiences, and using familiar terminology into your website design, you can effectively tap into shared information bias to increase conversions and engagement among your target audience.