We are testing junkies and we do it for a living on the web. But we always appreciate a good multivariate or split test, whether it’s on the web or not.
This interesting article popped up recently about a test done in Scotland for lost wallets. What variables combine to entice the finder of the wallet to return it?
The variable was a picture and the options were, an elderly couple, a family, a baby and a puppy.
The picture was supposed to elicit an “Ah that’s cute!” moment and “Somebody is going to want that back!” feeling. The desired action? Return the wallet!
Which picture do you think got the most returned wallets? Keep in mind that each wallet was completely void of cash and didn’t contain any credit cards, only typical wallet items. But the picture was prominently displayed.
If you guessed the baby, you guessed right. Here are the return rates.
80% of the baby
53% of the puppy
48% of the family
28% of the elderly couple
A wallet with a charity donation receipt was also tested and had a 20% return rate and wallets with no special items(The Control) had a 15% return rate.
It just goes to show that when you want someone to take a desired action, whether it be on a website or on the street, you need to play to their emotions. Emotions play a huge role in marketing and if you can hit the right triggers, you can elicit big responses from your multivariate tests!
I’d like to try the wallet test again, but this time let’s add some money to the mix!