How Ranked Lists Influence Consumer Decisions

You may have noticed people appreciate articles in list form, such as top 10 or top 20 lists. Some may read these articles and peruse these lists out of curiosity, but just as many do so to help them make decisions. The question is, what about these lists makes them so enticing for the average consumer?

The Main Factors That Make List-Style Articles Appealing

If one were to look closely at lists and why so many people like them, a few factors would quickly come into focus, including the following:

• They make cognitive shortcuts easy

• They utilize social proof

• They appear to save time in a choice-heavy market

All of this boils down to fundamental psychology. Let’s look at each contributing factor in more detail.  

Cognitive Shortcuts Help Make Complex Tasks Seem More Manageable

Consider for a moment how the brain processes information. When faced with options that seem overwhelming or too data-heavy, the average consumer looks for ways to simplify their choices. 

Seeking out ranked lists speaks to this natural urge. When someone sees a list, they perceive that they’re looking at complex information broken down into more digestible pieces.

This is similar to the branch of cognitive science called “heuristics.” It’s a fancy term for the mental shortcuts the brain makes so an individual can make a quick, knowledge-based decision. Ideally, this becomes possible without getting too bogged down in time-consuming analysis. 

Think about the following example. An individual sees an article in list format about the top 20 online casinos for UK players. Since it’s presented as a convenient list, it seems more attractive than a random collection of paragraphs detailing the positive qualities of those 20 casinos.

The list has likely distilled information from dozens of other sites, or at least that’s what the consumer is led to believe through a simple formatting trick. The information has been presented in a more manageable and appealing way.    

Social Proof and Consensus Power

Ranked lists provide more than cognitive shortcuts, though. They also serve as social proof. 

Social proof means looking to others’ choices as endorsements to directly or subtly influence a decision. For a ranking system to work as social proof, readers have to believe that experts created the list or that it’s based on widely accepted criteria. 

Think about lists with titles like “The Top 10 Colleges in London” or “The 20 Best Indian Restaurants in Manchester.”

These sorts of articles are popular, especially if they’re published or featured by a website or other entity regarded as an authority in these areas.

This effect becomes more pronounced when visible metrics are introduced. Customer reviews and aggregate star ratings are two common ones that consumers look for and trust. They reinforce a sense of collective approval, making the decision-making process even easier for the average consumer.   

If you see an option at the top of what you believe to be a highly regarded list, especially one that’s backed by explicit criteria, it boosts your confidence in that choice. That’s true even for readers who lack prior experience in the niche, sector, or industry to which the list pertains. 

Lists Can Save Time in Crowded Markets

We’ve now established the practical value of ranked lists to some degree. There are a couple of other factors worth discussing, though.  

Most people want to save time when making a decision. They also understand that modern markets are oversaturated with options for virtually every category. 

Whether you’re looking at products, services, experiences, or anything else, sifting through dozens or even hundreds of possibilities is mentally taxing and takes up your valuable time. Curated rankings can do some of the heavy lifting for you. If you believe that someone else, especially someone trustworthy, has filtered through the contenders and left you with only the best ones, you’ll likely appreciate that.  

You can save time by looking at a curated list, and you can also take away much of the stress and uncertainty you’d otherwise have to factor in. Say that you’re trying to decide on any of the following:

• Which entertainment option to enjoy

• Which electronic device to buy

• Which healthcare provider to use

• Which bank to open an account with

A well-written article in the form of a list can help you in any of these areas. 

Research and Transparent Criteria Play a Part as Well

Of course, the credibility you give a ranked list depends on how it’s constructed. If you know the list’s creator gathered objective metrics, surveyed many users, and/or compiled expert opinions, you’d be more likely to trust the results. That’s why transparent methodologies and clear ranking criteria reassure individuals who use lists to make decisions.

A good example would be the Princeton Review’s college rankings. Princeton is highly regarded, and when their newsletter publishes a list, it openly describes the survey methods and data sources they used. Their name recognition, coupled with systematically collected information, is a winning combination for the average reader. 

Concise Explanations Help Establish Credibility 

A trustworthy list should be clear and concise. Reliable rankings accompanied by succinct explanations for each item’s placement can help build the reader’s trust.   

If a list seems gimmicky, that’s often because it’s not transparent. It might also rely on sensationalism or shaky rationale, which instantly undermines its credibility. The best lists balance simplicity and depth. 

Consider These Factors When Judging a List’s Trustworthiness 

Ranked lists are likely to remain popular for a combination of these reasons. They mirror how human minds tend to process information, but they also leverage social validation and psychological comfort. There’s also the time-saving aspect, so vital in our information-flooded modern world.  

When lists have transparent, methodical research behind them, that’s usually the final determining factor a consumer might be looking for. With that foundation, a list becomes a trusted guide that empowers anyone who engages with it. The right list instils confidence and helps the reader make decisions quickly and easily.