Create: 2025-04-16 Update: 2025-06-29 14:49:16

Продали 50 или осталось 3: какая информация больше мотивирует покупателей?

Заметила недавно, как сильно на мой выбор влияет информация о количестве покупок товара. Решила посмотреть, что на этот счет говорят исследования. Рассказываю про основные выводы из эксперимента про эффективность разных бейджиков в онлайн-продажах.

📚Эксперимент
405 человек должны были выбрать книгу по статистике в онлайн-магазине. Участники видели две книги с одинаковой ценой и годом издания, но разными данными:

— об остатках (равные остатки, разные остатки);
— о продажах (равные продажи, разные продажи);
— об остатках и продажах;
— контроль, вообще без информации.

Чтобы обложка или расположение книги на экране не влияли на выбор, эти параметры постоянно перемешивали.

Результат: только с информацией о продажах более популярную книгу выбирали в 89% случаев. А книгу с меньшими остатками выбирали в 74% случаев. В контроле же книги выбирали примерно поровну.
Когда сообщали и о продажах, и о запасах, более популярную и дефицитную книгу выбирали в 84% случаев.

Дальше исследователи манипулировали уровнем продаж и остатков, чтобы понять, какой параметр больше влияет на покупателей. Оказалось, что остаток почти не влияет на выбор, если есть информация о продажах.

👀 Потом исследователи провели такой же эксперимент, но с шоколадками известных и неизвестных брендов. Выяснилось, что продажи и остатки важны, если покупатель выбирает среди неизвестных брендов. Но как только в каталог добавили плитку Cadbury, магия бейджиков рассеялась. Известный бренд, даже с меньшими продажами и большими запасами, всё равно выбирали чаще.

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Продали 50 или осталось 3: какая информация больше мотивирует покупателей?

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