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A/B Testing Idea #80 - Avoid showing any signs of currency
Description
Removing the currency sign from your prices will help customers to avoid the negative feelings associated with spending money. Indeed, research has shown that the act of paying really disrupts the pleasure of buying and that the more obvious, tangible or transparent the payment is, the less we enjoy making purchases and the more likely we might be to back out. However, be careful to ensure that it is still obvious that the figures represent a price.
Inspired by Nick Kolenda
Principles
- Pain of Paying (Prelec & Loewenstein, 1998)
The Research
Pain of Paying
The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.
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