A/B Testing Idea #72 - Add strikethroughs for absent features

Tactic_Add strikethroughs for absent features


Adding strikethroughs for absent features on lower cost pricing plans is a great way of showing people what they'll be missing out on.

Research shows that people strongly prefer avoiding losses to acquiring gains and inciting this fear of loss is a great motivator for encouraging people to make more comprehensive purchases.

Seeing the features they will not get with a certain pricing plan will make them consider the higher pricing plans that have the extra features more carefully.


  • Loss Aversion (Tversky & Kahneman, 1984)

The Research

Loss Aversion

Loss Aversion explains our tendency to strongly prefer avoiding losses over acquiring gains.

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