Show customers how they compare with similar customers
Updated: 2 days ago
A simple comparison changed the behavior of very many people.
The study. An economist from New York University studied 17 random experiments by the company Opower. About 600,000 US homes got letters that compared their energy use with similar homes nearby.
The finding. The letters decreased energy use by about 2.0% on average. Homes that used the most energy decreased their use the most. The author estimated that the effect was similar to a price increase of 11% to 20%.
Why it matters. This is 1 of the largest tests of a comparison message. It shows that people change when they see how they compare with others like them. Products can use the same idea in reports that show how customers use the product.
The takeaway. Send customers a short report that compares their result with similar customers. Include 1 clear tip.
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