"World of DaaS" Astroten Founder Richard Shotton - why your A/B tests fail and how behavioral science can fix them
Oct 21, 2025
Richard Shotton, founder of Astroten and a leading voice in behavioral science, discusses why A/B testing can often lead marketers astray by missing core behavioral insights. He explains how social proof and scarcity can dramatically enhance marketing strategies. Richard reveals surprising findings, like how the phrasing of 'sold out' versus 'out of stock' impacts consumer perception. He also highlights the pratfall effect, showing that admitting minor flaws can actually increase product likability. Dive into why understanding behavioral biases is crucial in decision-making!
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Test Principles Before Pixels
- Use A/B testing earlier to validate behavioral principles, not just final UI tweaks.
- Test broad psychological ideas (like social proof) first, then iterate on execution.
Make Social Proof Specific
- Social proof is one of the most robust behavioral effects and is often under-tailored by marketers.
- Tailoring popularity signals to similar people or location amplifies its impact.
Frame Availability As Demand
- Label stock strategically: 'sold out' signals popularity, 'out of stock' signals incompetence.
- Use wording to convert supply issues into social proof when possible.
