When social proof has the opposite effect to that intended
Description
It’s when the social proof is used in such a way that it has the opposite effect to that intended.
It happens when social proof communicates the unwanted behavior as common practice.
Experiment
Petrified Forest National Park 2003.
Tons of petrified wood was being stolen each month.
They have prepared 3 places close to the path to the park.
1st spot had this sign: Please don’t remove the petrified wood from the park, changing the natural state of the Petrified Forest.
The 2nd spot had this sign: Many past visitors have removed the petrified wood from the park, changing the natural state of the Petrified Forest.
The 3rd spot didn't have any sign.
Results:
From the 1st spot, 1.7% of the pieces were stolen.
From the 2nd spot, 7.9% of the pieces were stolen - a 464% increase
From the 3rd spot, 2,9% of the pieces were stolen.
Application
Scarcity Alerts
Use messages that highlight what customers will miss if they don't act. For example, "90% of users who didn’t upgrade missed out on our premium features last month. Don't be one of them!"
Mistake Avoidance
Share stories or testimonials about the negative consequences others faced from not using your product or service. For instance, "Find out why 500+ people regret not using our cybersecurity solutions earlier. Protect yourself before it's too late!"
