New user registrations using the Von Restorff and Zeigarnik effects
New user registrations using the Von Restorff and Zeigarnik effects
Rakuten TV is an over-the-top (OTT) digital distribution service, for both video-on-demand (VOD) and free ad-supported streaming television (FAST), providing movies, TV series, and live channels.
Celonis SE is a German data processing SaaS company that works to improve processes by continuously observing client workflows, removing bottlenecks, and signalling the right actions to capture value.
+200 employees across Europe
+3,500,000 users worldwide
A/B Testing
How can we draw the user’s attention and encourage them to sign up without affecting consumption?
How would I improve the Investigate value tool that Celonis offers with all its dashboards?
By having an omni-present alert badge within the menu, we could create a nudge for new Registration. This could increase conversion, as users who register upon landing would come to their first order with one less task to do, thereby reducing Checkout drop-off and increasing activation.
Control
Variant
There are 3 UX psychological elements I employed to achieve the hypothesis:
Nudge: Subtle hints can affect users’ decisions. Small cues or context changes can encourage users to make a certain decision without forcing them.
Von Restorff Effect: People notice, and remember, items that stand out more.
Zeigarnik effect: People remember uncompleted or interrupted tasks better than completed tasks.
The experiment details:
GrowthBook platform
15 days
UK, Spain, France, Italy, Germany
162,000 unregistered users
Success!
+17%
New user registrations
+94%
Ad consumption 1 month after testing
+88%
Ad consumption over 3 months
~0%
TVOD Orders over 3 months
