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Showing a list of previous buyers nearly triples prospect compliance

Before asking a prospect to sign or donate, show them who already did. In landmark field experiments by Peter Reingen, asking prospects for a contribution yielded a 25% agreement rate. But when canvassers first presented a list of four previous contributors, compliance jumped to 43%. When the list showed twelve names, agreement reached over 70%. The longer the visible roster of earlier adopters, the lower the perceived risk of saying yes.

Sources

• Test of a list procedure for inducing compliance with a request to donatePubMed ↗
• Social proofWikipedia ↗