People seek out novel experiences
Description
The novelty effect refers to the tendency of people to show increased levels of interest, engagement, and excitement when exposed to something new or novel.
The novelty effect works because the human brain is wired to respond to new stimuli. This is because novelty often represented opportunities or threats in our evolutionary past, so we're inherently programmed to pay more attention to novel things.
Note:
The novel product or feature needs to fall on a spectrum between being both novel and familiar.
If it's too novel, it can be confusing.
If it's too familiar, the change is too small, the novelty effect might not kick in.
Research:
Although novelty effects can last up to months or even a year, data analysts suggest running A/B tests for a minimum of 4 weeks before determining the success of a new feature on their websites due to the novelty effects.
In one study, Splitbase found that when comparing a client’s new checkout page compared to the old page, there was an increase in conversions by 8% in the first week.
By the 4th week, conversions went down to the normal level, before the change.
This is evidence to show that the novelty of a new feature might bring in new conversions, but after time the novelty will wear off and show the true effectiveness of a new feature or product.
Application
Limited-Time Product Launches
Introduce limited-time product launches or exclusive collections that offer unique or innovative features. Highlight the novelty and excitement surrounding these offerings in digital marketing campaigns to generate buzz and attract attention from consumers eager to experience something new.
Interactive and Immersive Experiences:
Create interactive and immersive digital experiences that utilize cutting-edge technology or innovative formats. This could include virtual reality (VR) experiences, augmented reality (AR) filters, or interactive games and quizzes. By offering novel and engaging experiences, brands can captivate audiences, drive traffic to digital platforms, and foster memorable interactions with their brand.
