![]() The serial position effect is incredibly useful when it comes to ordering content on important pages – particularly homepages and landing pages. Let’s not forget Google puts ads at the top and bottom of search results, essentially making them the first and last listing users see on each page. Not only does this leave it in a good place to generate clicks but they’ll also come cheaper than they would from targeting the top spot. In the example above, uses review extensions and sitelink extensions to make its ad stand out while targeting the third position in this pack. Which means you could save a lot of ad spend by aiming to sit in the final position of the top pack in search results – particularly if you can make your ad stand out. However, it’s also the most expensive ad position for any given search query. When you’re paying for ads on a platform like Google Ads, you know that sitting in the first ad position is a lucrative place to be. Lead with your $189/monthoption and $79/monthsuddenly seems like a reasonable price for a premium package. Logic may suggest you want to start with the cheapest option to suggest your prices are lower but those $79/monthplans are going to seem expensive if the first thing users see is your $29/monthbasic plan. #1: Priciest item firstĬrazy Egg isn’t the only software company to lead with the most expensive option on its pricing page. This probably gives you a good idea of how the serial position effect can be used in marketing but let’s look at some examples and use cases. Once again, we have a habit of assuming these last bits of info are more important than those in the middle.Ĭombine these two psychological tendencies and you have the serial position effect, which says we tend to remember the first and last piece of information we’re told and put greater emphasis on their importance. Then we have the recency effect, which says we tend to remember the last few pieces of information in a list more than those in the middle. We also assume these first bits of information are more important than the ones that follow, making the primacy effect very similar to anchoring bias, which we looked at earlier this year. The primacy effect simply says we tend to remember the first few piece of information in a list than those in the middle. ![]() The serial position effect is essentially the combination of two other effects: ![]() The serial position effect explains why humans tend to remember the first and last item on a list while easily forgetting the points in between. Hermann Ebbinghaus first coined the phrase in the late 19th century and his findings were backed by Murdock and Bennet in a series of tests during the 1960s. So let’s look at what the serial position effect is and how you can use it to boost your conversion rates. Once you’ve got your head around the serial position effect, you’ll be creating landing pages, ordering product listings and drafting ad copy in an entirely different way. This time we’ll be talking about the serial position effect, which helps explain why the order you reveal information to users has such a big impact on conversion rates. In this article, we’re looking at another psychological device used by marketers to influence buyer decisions. ![]()
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