The tendency to search for, interpret, favor, and recall information in a way that confirms or supports one’s prior beliefs or values. – Wikipedia
Relevance in CRO
Simply put, confirmation bias is when someone only considers information that supports their opinion and ignores information that refutes it. There are two ways that confirmation bias affects CRO:
- When interpreting test results – as an experimenter, you must be especially cautious of confirmation bias when analyzing and reporting test results. You have to be willing to be wrong. You may have strong opinions, but hold them loosely; be diligent, consistent, and comprehensive. Don’t ignore something because it doesn’t fit the story you’re trying to tell.
- Leverage user bias – confirmation bias isn’t just a cautionary concern, it’s also something you can take advantage of. What preconceptions do your users have about your product or service? Can that be leveraged to create value?
- Confirmation Bias – Simply Psychology
- What is Confirmation Bias? – Psychology Today
- 18 Cognitive Biases You Can Use for Conversion Optimization – CXL
- The Reason CRO is FLAWed – Invesp
- Confirmation Bias – CRO Tool