The idea distilled…
In 2024, misinformation is the top risk, with generative AI amplifying the challenge. As consumers face cognitive overload, their trust in brands erodes, leading to doubt and cynicism. Brands must act fast to build trust and guide consumers in split-second decisions. Project Nudge provides the playbook to leverage behavioural science to build trust and desire, helping brands move consumers forward on their purchase journey.
Scroll down to discover the most impactful Nudges for you
If nothing else, three things to fuel your growth…
- The misinformation challenge: With 95% of Australians concerned about misinformation and 71% saying trust in brands is more important than ever, building trust is critical.
- Behavioural science drives results: Project Nudge shows that 16 out of 34 tested ‘nudges’ outperform ads without cues, although their impact depends on the context.
- No one-size-fits-all: The right ‘nudge’ depends on your message, product, and objective. The Nudge Simulator (below) helps you identify the best options tailored to your needs.
Some additional food for thought…
- Trusted payment options: These are 6.3x more effective at the top of the funnel and 8.1x more effective at the bottom, compared to generic ads.
- The power of ‘free’: Using ‘free’ in top-funnel messaging is 5.8x more effective than generic ads and 2.9x more effective at the bottom.
- Familiarity works: Creative cues like ‘People like me’ build trust, delivering 5.3x greater effectiveness than generic messages.
Which Nudges will work best for you? Use The Growth Distillery’s Nudge Simulator below…
Which Nudges will be most effective for you?
Answer the questions to identify the most effective nudges to build trust and desirability for your brand’s communications.
Tailored: The most powerful cues based on your selected scenario.
Overall: The most powerful cues across all scenarios.
Click here to find out what each cue means.
Download the playbook to learn how to use them.
Green text: The Principles.
White text: The Nudges.
White number: The multiplier of effectiveness compared to a standard ad.
Download Results The results are based on the following:
Target audience
Age:
Gender:
To find out more about each Nudge, download our complete playbook that contains definitions and examples of each.
Nudge | Description |
|---|---|
| Descriptive Social Norm | Show that most people like or use the product. |
| Expert & AI Fact Checked | Accompany information with the text “Fact checked by AI and an expert.” |
| Expert Fact Check | Accompany information with the text “Fact checked by an expert.” |
| Green Ticks | Add green ticks next to product features to show approval. |
| The Good and the Bad Customer Reviews | Show both good and bad reviews to keep it honest. |
| Government Endorsement | Use a logo or name of a government department to boost credibility. |
| Identifiable Customer 5-star Rating | Include a review from a real customer with their name, photo or location. |
| Limited Time Offer | Highlight an offer that’s available for a short time to create urgency. |
| Many People – 5 star Customer Ratings | Provide evidence of a high number of five-star reviews. |
| Person Like Me Video/ Visual Authority | Use video reviews by everyday people who would typically use the product. |
| Product Specific Descriptive Norm + Niche Authority | Highlight endorsements from experts in the field, like “chosen by top photographers.” |
| Real-Time Dynamic Norm, Location Specific | Show that people near you are buying or using the product. |
| Sourced Customer Review Statistics | Include a positive, clearly sourced statistic from a customer review. |
| Talk to a Real Person | Show real team members to add a personal touch. |
| Trusted Payment Options | Display logos of well-known payment methods like Visa or PayPal. |
| The Word “Free” | Include ‘free’ elements within the proposition to add perceived value. |
