Picture this: you’re walking through a trade show, and you see a booth with a big sign that says “Sustainability is the Future.” If you’re into the four R’s and saving the planet, you’d probably want to check it out, right?

That’s how businesses use confirmation bias to get you interested in their products. Confirmation bias isn’t just a psych term. It’s a powerful marketing tool that can boost sales by making products seem like they match what the customers already believe.

Understanding confirmation bias

Confirmation bias is when people tend to only like information that supports what they already believe. It’s a common trap we all fall into, whether we’re choosing who to vote for or what coffee to buy. (Dark roast, please.)

When shopping, we’re more likely to buy products that align with our opinions. This bias shapes how we get info, understand it, and remember it.

Understanding this bias can change how you approach potential customers. Matching your message with the beliefs that potential customers already have can have a better chance of getting their attention and making a sale.

Example of using confirmation bias in copy

Here’s an example of how you can use confirmation bias in your copy from 1800PetSupplies:

1800PetSupplies uses language that not only resonates with pet owners but also personifies pets. This approach connects with owners who believe their pets are more than just animals.

Some phrases that jump out are:

• The best for your bestie: Uses affectionate language typically reserved for human friends, further personifying pets. (more after the next screenshot)

• We love pets: Sets a tone of affection, similar to how one might speak of a close family member. This declaration aligns the company with its customers’ passion and care for their pets.
• Pets give us so much: Addresses the audience’s beliefs that their pets reciprocate love.
• Unconditional love: Addresses the emotional depth of the relationship between pets and owners. 

Throughout the copy, pets are consistently described as if they are humans. This personification is key to tapping into the confirmation biases of pet lovers, reinforcing their beliefs and emotional connection to their pets.

How to appeal to your customer’s biases

Tap into your customers’ confirmation biases, and you’ll have a message that resonates deeply. This type of conversion optimization strategy will be one of the most powerful tools in your arsenal. 

You will be speaking their language and directly engaging with their preconceived beliefs – you will be that friend who just gets it.

Here’s how you do it:

1. Know your audience

Before you can effectively tap into your customer’s biases, you need an understanding of who they are. 

Creating a detailed customer persona is the first step in this process. It’s a semi-fictional character that represents your ideal customer, based on real data and some select educated guesses:

• Demographics: Start with basic demographic information such as age, gender, income level, education, and location.
• Psychographics: Dive deeper into their psychographics, which include their values, interests, lifestyle choices, and attitudes. What do they value most? What are their hobbies? How do they prefer to consume information?
• Core beliefs and biases: Most importantly, identify their core beliefs and the confirmation biases they might have. What beliefs do they hold about the world and your industry? What prejudices could influence their buying decision? 
• Pain points and goals: What challenges are they facing that your product or service could solve? What are their ultimate goals? What frustrates them?

Do not be discouraged if you can’t include it all in one go. It should evolve as you learn more about your customers. The more detailed and accurate your persona, the better you can craft messages that appeal to their biases.

2. Craft your message

Here’s how you can take advantage of your customers’ confirmation biases:

• Reinforce their beliefs: Through your words, reinforce the beliefs or assumptions your audience holds. For example, if they deeply value patriotism, use phrases like “proudly made in the USA” or “invest in the American future” to align your product with this strong sentiment.
• Echo their language: Use phrases and terms that your target audience uses themselves. This establishes a connection and builds trust. For example, if your audience consists of fitness enthusiasts, incorporate terms like “gainz” or “macros” that they will instantly recognize and relate to.
• Use persuasive techniques: Use rhetorical devices such as repetition, triples, and emotive language to make your message more memorable and persuasive. For instance, “Our product is fast, reliable, and eco-friendly.”

Visual content can instantly attract attention and simplify complex information. To use images effectively:

• Reflect on their identity: Choose visuals that mirror the lifestyle and aspirations of your target audience. For example, depict luxury if they value an upscale lifestyle.
• Appeal to their emotions and desires: Select images that evoke emotions. To target travel adventurers, show thrilling activities in exotic locations.
• Confirm positive biases: Does your community have favorable perceptions about your brand? Reinforce them with visuals. For instance, if you’re praised for exceptional customer service, show an image of a staff member assisting a customer in a meaningful way.

3. Conduct A/B testing

Before you start changing your website, it’s a good idea to test it out first. You could accidentally mess things up and lose sales. That’s where A/B testing comes in. It lets you see the impact of changes without fully committing to them.

VWO offers A/B, multivariate, and split-URL testing features. 

A/B test copy changes, use multivariate testing to test multiple combinations of ideas, and use split-URL testing when there is a redesign involved.

VWO’s visual editor allows you to modify webpages without coding or reliance on your development teams. It comes with a built-in AI-powered copy generator that you can use to generate and test copy variations. 

4. Implement based on results

After completing your A/B tests, it’s time to implement changes based on your testing results:

• Analyze the data: Review the results from your A/B tests to determine which version of your webpage, ad, or email performed better. Focus on key metrics relevant to your goals, such as conversion rates, click-through rates, or time spent on the page.
• Choose the best performer: Select the version that achieved the highest performance according to your objectives.
• Update your website: Implement the successful version on your pages.

5. Continuously refine your website

A/B testing never stops, and you should keep an eye on the results after implementing successful versions. Sometimes, what works in a test might not work the same way when you roll it out. Keep checking your key metrics to make sure the new changes are helping you reach your goals.

More examples to pick apart

Here are some more examples we can look at more closely:

The Alpha Male Program

The Alpha Male Program targets men who aspire to embody the quintessential Alpha male archetype: confident, dominant, and successful. The copy uses strong words to resonate with those who subscribe to a hierarchical, competitive vision of masculinity.

I know this may be controversial. But it’s undeniable that this approach finds traction among audiences who idolize influencers like Andrew Tate or Joe Rogan.

Five Vegans

Five Vegans knows how to appeal to its target audience: vegans passionate about the environment and ethical consumerism. The website speaks to those who want their purchases to reflect their commitment to animal welfare through phrases like “eco-friendly,” “kinder world,” and “100% cruelty-free.”

It also caters to the beliefs of its customers that they are making a positive impact by supporting “local Australian businesses and animal welfare charities.”

Guidepost Montessori

Guidepost Montessori attracts parents who prefer alternative education by focusing on personalized, child-centered learning. This belief is usually held by parents who feel traditional schools don’t encourage independence and creativity in kids.

The phrases “you’re still in charge,” “learn as you go,” and “reimagine homeschool” speak to parents who want control, flexibility, and new ways to teach their kids.

Parting words

Using confirmation bias in marketing isn’t just about knowing what your customers already believe. It’s about making your marketing messages match those beliefs to get them more involved and boost sales. 

When you fine-tune this approach, you’re not just selling something. You’re making your customers feel like their views are valid, and that creates stronger connections. Use these strategies, and you’ll see a big change in your sales and how loyal your customers are.