04 Apr '11, 7pm

How to make energy savings info compelling

Keep it simple : Simpler, friendlier language and less data always "won" our A|B test cases. In an industry full of building science nerds (and we use that term affectionately), we've all got to fight the urge to overwhelm homeowners with technical details and data. Research by Columbia University professor Sheena Iyengar showed a correlation between the number of 401K plan choices that employees at a company had with their participation rate: the more plan choices they had, the lower the participation rate was in any of the options. Personalize: Personalized language ("Your Home" and "Efficient Homes in Your Neighborhood" for example) and visuals performed well in our tests. It works to convince hotel guests to reuse their towels : "Other people who stay in this particular hotel room reused their towels at least once during their stay." Maybe it'll work to encourage home ...

Full article: http://www.grist.org/energy-efficiency/2011-04-04-how-to-...

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