- Darjan Hren
We all know that conversion rate optimization is essential for any ecommerce store to maximize profits, but what many don’t realize is that there are several cognitive biases that can get in the way of achieving this goal.
One of these cognitive biases is “the curse of knowledge”—which occurs when we assume others understand something as well as we do.
This bias can be particularly damaging to ecommerce stores because it affects how visitors interact with and interpret content on the site.
If your visitors don’t fully understand what they see or read, they won’t complete actions such as adding items to their carts or registering for an account. The result? A lower conversion rate, fewer sales and less profit.
In this blog post, we’ll take a closer look at the curse of knowledge cognitive bias and discuss how you can overcome it to improve your ecommerce store’s conversion rate.
What is the Curse of Knowledge Cognitive Bias?
The cursed knowledge cognitive bias occurs when someone assumes that other people understand something as well as they do. In other words, they mistakenly believe that everyone automatically ‘gets’ what they are saying or trying to communicate without having to explain it further.
This kind of thinking leads to confusion for those who don’t have the same level of knowledge, leaving them unable to comprehend what information is being presented in front of them.
For example, let's say a designer creates a website design for their client without considering whether others unfamiliar with their industry will find it easy to navigate and interact with – assuming everyone will ‘get it’ just like they do. This could lead to frustration among users who don't have the same level of understanding and consequently result in low website traffic and sales numbers due to high bounce rates (people leaving the site).
How Can We Overcome The Curse Of Knowledge Cognitive Bias?
1. Educate Your Audience
The first step in overcoming the curse of knowledge cognitive bias is educating your audience about your industry by providing content that explains concepts in simple terms.
This helps build trust and familiarity between you and your customers which makes them more likely to convert on your website or accept offers from you down the line. For example, if you sell outdoor gear you might create educational videos explaining why certain products are better suited for different types of activities (i.e., camping vs backpacking).
Doing so allows users who may not be familiar with these topics to gain a better understanding before making a purchase decision – resulting in higher sales numbers!
2. Use Simple Language
Another way to overcome this bias is by using simple language when presenting information on your website or in marketing materials.
Using jargon-free language increases comprehension among audiences who may not have an extensive background on whatever topic you're discussing; making them more likely to trust your brand and take action accordingly (i.e., adding items into their cart).
Additionally, avoid using technical words whenever possible so that customers can easily understand what you're offering without spending too much time deciphering complicated phrases or ideas – most people won't bother if it takes too much effort!
Make It Visual
Lastly, make sure you use visuals whenever possible – this will help break up text-heavy pages while also communicating key points more effectively than words alone (think diagrams/infographics/photos etc).
Not only does this make information easier for readers but visuals also grab attention quickly which encourages them stay longer on pages – reducing bounce rates and improving customer engagement overall!
Conclusion on the curse of knowledge bias
The curse of knowledge cognitive bias is a common problem among ecommerce stores that can negatively impact their bottom line if not addressed appropriately.
By educating customers about specific topics related to their industry; using simple language; and incorporating visuals into content whenever possible; businesses can effectively combat this bias while also increasing conversions along the way!