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A/B Testing Idea #25 - Allow the option to 'add to basket" in 1-click

Tactic_Allow the option to 'add to basket

Description

Offering a 1-click "add to basket" option speeds up the paying process, which 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 an experience 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. By paying more quickly and easily, the pain of paying is lessened.

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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