Novelty Effect is the short-term boost in performance that comes when something is changed.
Example: Nearly every website shows a popup to nudge visitors to signup to their newsletter. 10 years ago this was a novel idea and the first person to test it probably enjoyed a 17,000% boost in email signup rates.
Today, shoppers have learned how to dodge popups. The moment they see a popup their instinct is to look for the close button. This happens even before they read the “pitch”.
If you want to get people to signup you’re going to have to show them something they didn’t expect to see (novelty effect). This slows the shopper by a few seconds and significantly increases the odds of them to read your message, even if they were fully prepared to hit the close button.
Watch this video: