ACCURMENT RESEARCH
Complementary Messaging
This research was conducted by a group of marketing scholars from Curtin University and the University of Queensland.
The research investigates how pop-up messages on e-commerce websites influence consumer behaviour, with a particular focus on whether combining heuristic cues, such as social proof or urgency, with additional closure-promoting cues leads to greater engagement than using heuristic cues alone.
Study 1
This study was conducted with 301 participants in the United States (48% female, average age 35 years) recruited through an online research panel.
Participants were asked to imagine browsing an online shopping website and viewing a range of sneakers. While browsing the category page, a pop-up message appeared for one of the products. Participants were randomly assigned to one of three pop-up message conditions:
After viewing the pop-up, participants reported their likelihood of clicking the pop-up to learn more and their decision comfort, defined as feeling comfortable with the decision despite some remaining uncertainty.
Results showed that pop-ups combining social proof with a closure cue increased consumers’ intention to click by 17.2% relative to the single-heuristic (control) condition, and by 15.8% relative to alternative two-heuristic combinations.
Morever, combining with a closure cue increased decision comfort by 12.5% relative to the single-heuristic (control) condition, and by 15.2% relative to alternative two-heuristic combinations.
Study 2
This study was conducted with 204 participants in the United States (51% female, average age 39 years) recruited through an online research panel.
Similar to Study 1, participants were asked to imagine browsing an online shopping website and viewing a range of headphones. Participants were randomly assigned to one of two pop-up message conditions:
After viewing the pop-up, participants reported their likelihood of clicking the pop-up to learn more about the product and their level of decision comfort. In this study, participants also completed a measure of maximisation tendency.
The results closely mirrored those of Study 1. Pop-ups that paired urgency with a closure cue generated approximately 13.5% higher click intentions and 7.3% higher decision comfort than urgency alone. Further analysis showed that these differences were especially evident among participants with lower levels of maximising tendency.
Key Insights
Across two product categories and multiple message formats, the research consistently shows that pop-ups are most effective when attention-grabbing cues (such as urgency or social proof) are paired with closure cues. This effect is driven by decision comfort and is particularly strong among consumers who are less inclined to search extensively for the “best” possible option.
The research investigates how pop-up messages on e-commerce websites influence consumer behaviour, with a particular focus on whether combining heuristic cues, such as social proof or urgency, with additional closure-promoting cues leads to greater engagement than using heuristic cues alone.
Study 1
This study was conducted with 301 participants in the United States (48% female, average age 35 years) recruited through an online research panel.
Participants were asked to imagine browsing an online shopping website and viewing a range of sneakers. While browsing the category page, a pop-up message appeared for one of the products. Participants were randomly assigned to one of three pop-up message conditions:
- Social proof only (control condition): “Rated 4.8 out of 5 by 2,300 customers.”
- Social proof + closure cue: “Rated 4.8 out of 5 by 2,300 customers. A reliable option for everyday wear.”
- Social proof plus urgency (included to show that the effect is not simply due to adding another persuasive cue): “Rated 4.8 out of 5 by 2,300 customers. Only 3 items left in stock.”
After viewing the pop-up, participants reported their likelihood of clicking the pop-up to learn more and their decision comfort, defined as feeling comfortable with the decision despite some remaining uncertainty.
Results showed that pop-ups combining social proof with a closure cue increased consumers’ intention to click by 17.2% relative to the single-heuristic (control) condition, and by 15.8% relative to alternative two-heuristic combinations.
Morever, combining with a closure cue increased decision comfort by 12.5% relative to the single-heuristic (control) condition, and by 15.2% relative to alternative two-heuristic combinations.
Study 2
This study was conducted with 204 participants in the United States (51% female, average age 39 years) recruited through an online research panel.
Similar to Study 1, participants were asked to imagine browsing an online shopping website and viewing a range of headphones. Participants were randomly assigned to one of two pop-up message conditions:
- Urgency only (control condition): “10% off ending soon.”
- Urgency + closure cue: “10% off ending soon. Fit everyday listening.”
After viewing the pop-up, participants reported their likelihood of clicking the pop-up to learn more about the product and their level of decision comfort. In this study, participants also completed a measure of maximisation tendency.
The results closely mirrored those of Study 1. Pop-ups that paired urgency with a closure cue generated approximately 13.5% higher click intentions and 7.3% higher decision comfort than urgency alone. Further analysis showed that these differences were especially evident among participants with lower levels of maximising tendency.
Key Insights
Across two product categories and multiple message formats, the research consistently shows that pop-ups are most effective when attention-grabbing cues (such as urgency or social proof) are paired with closure cues. This effect is driven by decision comfort and is particularly strong among consumers who are less inclined to search extensively for the “best” possible option.