Even if the CTR drops, the technique will still perform better for a while than if you don’t use it. However, you are now blessed with the knowledge that the effect is about to tilt. At that point, the once so powerful conversion technique no longer works, and even backfires. Then put it in the fridge for a while, to take it out again after a while. After all, it is well known in psychology that memory declines when there is no repetition.
Take home massage: repeat your A/B tests. By the Law of Persuasion Knowledge, you are today’s winner, tomorrow’s loser (and vice versa).
Which techniques are immune to the Law of Persuasion Knowledge?
An interesting implication is also that the techniques that work completely unconsciously for the majority of people (button color, eye-gaze) do not lose their effectiveness. After all, there is no learning effect based on Partners Email Lists experience. Of course, Persuasion Knowledge can also occur here when consumers themselves start looking for and disseminating information about unconscious conversion techniques.
I expect that new generation conversion techniques will be even more focused on subconscious influencing through perception and associations. For example, stores can use already existing associations to strengthen their product. Nick Kolenda gives as an example the use of stock photos with Asian people in a story about your product or service. Asians are associated with ‘smart’ and ‘analytical’, which can give that push in the right direction with a service like ‘big data’.
Reincarnation of conversion techniques
Time for the other side of the coin: if the effectiveness of commonly used techniques decreases, does the effectiveness of old techniques increase? The answer is: yes. Just like the return of the exit pop-up, you can score by pulling the winners of yesteryear from the fridge. Three classic techniques now follow for inspiration, of which I expect a return in the near future.