The ambiguity effect is a cognitive bias where people avoid options with missing information because it makes the choice feel risky. The effect suggests that people have a preference for options where there is a known probability of a favourable outcome.
In conversion this means that people may abandon a site or choice if they don’t understand the product/offer or are uncertain about the next step. People hate uncertainty and will avoid it at all costs.
Unclear call to action labels can result in this bias influencing conversion. Text such as “Submit” or copy that does not relate to the information being requested can cause confusion and friction in the user journey.
Not having consistent messaging throughout a user journey may also create a lack of clarity. Here is a deposit user journey from Guts.com. The first screen after registration clearly indicates that a deposit bonus is available. However, once the customer selects their payment method (2) and lands in the cashier (3) there is no mention of a deposit bonus, but there is an empty “Enter bonus code” field.
This creates uncertainty about whether a bonus code needs to be entered or will the bonus be automatically allocated. This is unclear and could result in customers abandoning making a deposit as they go in search of a bonus code.
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