The document discusses the application of cognitive biases in e-commerce optimization, highlighting how certain biases can influence consumer behavior and decision-making. It identifies 12 impactful cognitive biases supported by analysis from over 41,000 A/B tests across e-commerce websites, including effects like framing, loss aversion, and reciprocity. The insights reveal the importance of psychological factors in shaping sales strategies and enhancing conversion rates.

1. Cognitive Biases &
In eCommerce optimization

2. How to use this in eCommerce?
> Start with a higher price - that’s made at any new collection / product launch - with
the purpose of selling it in the discount period
> First mover’s advantage
>

3. Overconfidence effect:
For certain types of questions, answers that people rate as
"99% certain" turn out to be wrong 40% of the time.
Photo by Cody Davis on Unsplash

4. Amos
Tversky
Daniel
Kahneman

5. Amos
Tversky
Daniel
Kahneman
Humans are born irrational,
and that has made us better
decision-makers

6. 600 people infected with a deadly disease.
Treatment A: 400 deaths / Treatment B: 200 deaths
Each treatment was presented in a positive and negative frame. For
example, for treatment A:
● Positive frame: Save 200 lives
● Negative frame: 400 people will die

7. 72%
Conversion when
framed positively
22%
Conversion when
framed negatively
“Save 200 lives”
Treatment
A
“400 people will die”

8. Framing Effect
Drawing different conclusions from the same information, depending on how that information is
presented.
Photo by Khaled Reese from Pexels

9. There are 103
cognitive biases.

10. In the last 6 years, we have gained a lot of
experience.

11. We have analyzed
>41k human-driven A/B testing
experiments made by thousands of
eCommerce websites

12. We identified the most impactful 12
cognitive biases in web experiments.

13. Availability cascade
A self-reinforcing process in which
a collective belief gains more and
more plausibility through its
increasing repetition in public
discourse (or "repeat something
long enough and it will become
true")
Fear of missing out
FOMO is a common concern that
others might be having rewarding
experiences from which one is
absent" This social anxiety is
characterized by "a desire to stay
continually connected.
Bandwagon Effect
The human understanding when it
has once adopted an opinion
(either as being the received
opinion or as being agreeable to
itself) draws all things else to
support and agree with it.
Herd mentality
People’s tendency to follow and
copy what most of them are doing.
They are largely influenced by
emotion and instinct, rather than by
their own independent analysis.
Confirmation bias
People’s tendency to search for,
interpret, or recall information in a
way that confirms one's beliefs or
hypotheses
Anchoring
People’s tendency to rely too
heavily, or “anchor”, on one trait or
piece of information when making
decisions (usually the first piece of
information that we acquire on that
subject).

14. Framing
People draw different conclusions
from the same information
depending on how that information
is presented.
Loss aversion
The disutility of giving up an object
is greater than the utility
associated with acquiring it
Zeigarnik effect
People remember uncompleted or
interrupted tasks better than
completed tasks.
Reciprocity Bias
In reciprocation tendency, people
tend to want to return the favor
when someone helps them or give
them a small favor.
Authority Bias
People’s tendency to attribute
greater accuracy to the opinion of
an authority figure (unrelated to its
content) and be more influenced
by that opinion
Hyperbolic discounting bias:
Is the tendency for people to have
a stronger preference for more
immediate payoffs relative to later
payoffs.

15. 500 data points
12 cognitive biases
6 Type of ML experiments
Thousands of variations

18. automated.omniconvert.com

19. Valentin Radu
valentin.radu@omniconvert.com
Thank you!