3. Use the Goldilocks Effect

The Goldilocks Effect is another effective method used to influence user behavior. While you might not be aware of the name, chances are that your buying decisions have been influenced by it at one point or another.

So, what is it?

The name of the method is derived from the popular children’s story, “The Three Bears,” in which the main character, Goldilocks, tastes three different porridges. One is too hot, one is too cold, and one is just right. This “just right” option is what the Goldilocks Effect is all about — and the one you should be aiming for in your own design.

For instance, if you’re selling software, offer three types of packages: basic, professional, and enterprise. Or bronze, silver, and gold, whatever suits your product best. The first package should be the cheapest, though limited in features, and the last package should be the most expensive and have the most features. The middle option, on the other hand, should have a price and features somewhere in between the other two. Why? Users will, more often than not, choose the middle option over any others.

“It is impossible to work in information technology without also engaging in social engineering.” — Jaron Lanier

It’s interesting to note how users’ minds process information when presented with multiple choices.

When trying out a new product, users want to avoid extremes. This includes things like extremely high prices, packages that force them into lengthy contracts, or access to excessive features. Instead, users tend to gravitate toward the more moderate option because they think it’s the typical option.

An additional trick you can try with this method is to highlight the middle option as the typical option. Give it social proof. Apply a “most popular” banner to it, or place it just a bit in front of the other options so it visually stands out. This way, you are subtly influencing users’ behavior.

Keep in mind that the key to successfully using the Goldilocks Effect is to offer similar options. When used correctly, this method is an unbeatable force when it comes to influencing and changing users’ behavior.