Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

We’ve all heard of cases where someone’s lying sick on the sidewalk, and hundreds of people just walk by without offering help. What’s going on here? And how can this possibly apply to web design?

What’s going on is “Diffusion of Responsibility”. We see the person on the sidewalk, but figure either:

  • “Nobody else seems alarmed, so it can’t be that serious”, or
  • “Boy, that guy seems sick. Luckily there are lots of people around. Someone more qualified than me will help him”

And we keep walking.

Now, if there were nobody else around, the situation would be different. We’d be forced to evaluate the situation ourselves rather than rely on the reaction of others. And there’d be nobody else to pass the responsibility on to. We’d act.

Diabolical as it sounds, we can take advantage of “Diffusion of Responsibility” when selling things online. The trick is to ensure visitors understand it is their responsibility to act, not someone else’s. For example:

  • If you’re selling alarm systems, consider messaging to the effect that it’s the father’s responsibility to protect his family.
  • If you’re trying to convince parents to get their kids a vaccinated, place the responsibility squarely on one parent, e.g. “It’s every mother’s responsibility to make sure their child is vaccinated.”

Obviously, this technique can’t be used everywhere. But where it does apply, it’s extremely powerful.

Sharing is caring!

Popular

COVID-19 Crisis Navigator​

In partnership with Dentsu, Cardinal Path helps you distill the overwhelming news and information into a bi-weekly report highlighting emerging trends and insights during the pandemic.

EXPLORE THE REPORT

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Success!
Your message was received.

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.
Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Thank you for submitting the form.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Success! Thank you
for reaching out.