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A/B Testing Idea #91 - Use a smaller font when displaying large quantities of stock (more than 5)

Tactic_ Use a smaller font when displaying large quantities of stock (more than 5)

Description

When you have more than 5 in stock of any given product, it's worth displaying this fact as discreetly as possible as it could deter visitors from rushing to make a purchase; if there is a large number of stock left then they won't feel any need to make a quick decision.

In fact, the more urgent or difficult it is to purchase something, the more value people place on it and will rush to buy it. By simply reducing the size of the font you can both reduce the emphasis on the number of stock available and also give the impression that the number is smaller than it is (humans tend to associate visual size with literal size).

Principles

  • Scarcity (Worchel; Lee & Adewole, 1975)

The Research

Scarcity

The Scarcity effect is the cognitive bias that makes people place a higher value on an object that is scarce and a lower value on one that is available in abundance.

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