Definition
Reciprocation is a social norm where people feel obliged to repay, in kind, what another person has given to them. This is the idea that we should repay a favour if someone does something for us or provides us with a free service or product. In can have a powerful influence on our behaviour and is often used by companies to obtain commitment (e.g. value exchange). Reciprocation is one of Robert Cialdini’s 6 principles of persuasion outlined in his book Influence.
The above landing page from Betfair.com was inspired by Robert Cialdini’s book as the company tested 6 variants for each of the principles of persuasion. Here free tips and advice were offered for free. The winning variant in this instance was the social proof principle.
Resources:
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
A/B testing software – Which A/B testing tools should you choose?
Psychological triggers – 17 psychological tips to boost your conversion rate.
Types of A/B tests – How to optimise your website’s performance using A/B testing.
Credit:
https://www.flaticon.com/search?word=money
Featured image: Freeimages.com
