The Growth Distillery has collaborated with The Behavioural Architects to release a new behavioural science-based playbook to show brands how to leverage ‘nudges’ used by consumers to help establish trust and drive brand preference.
The new research analysed 34 cues that leverage cognitive biases to nudge consumers toward making decisions. It found marketers who know which cues effectively nudge consumers to the next purchase stage will thrive in this landscape by building trust and driving engagement.
The research also uncovered that different nudges are more effective at different stages of the purchase funnel and vary in their impact across different categories and publication channels.
“As the digital landscape becomes increasingly complex and competitive for consumer attention down to the microsecond, marketers who can effectively use nudges to influence consumer behaviour will gain a significant advantage. Understanding how and when to apply these nudges in the new modern landscape allows brands to differentiate themselves and stay ahead of competitors,” said The Growth Distillery, head of growth intelligence, Leigh Lavery.
The research findings included nudges using trusted payment options at the bottom of the funnel being up to eight times more effective compared to generic ads.
Offering something ‘free’ can be up to 5.8 times more effective at driving consideration, particularly at the top of the funnel.
The use of scarcity through limited-time offers creates urgency and drives purchases making it more than four times more effective.
“Project Nudge adds further nuance to how behavioural science principles work in practice. It provides marketers with evidence-based frameworks to build trust and boost brand desirability. It demonstrates how conversion can be optimised through the marketing funnel, whilst helping consumers to make confident and informed purchasing decisions,” said The Behavioural Architects founder Mike Daniels.
The Growth Distillery and The Behavioural Architects have launched the Nudge Simulator, which allows marketers to test and refine their strategies, ensuring the most effective nudges are applied to drive desired outcomes.
