A/B Testing Idea #273 - Contextualise savings with real-life applications

Tactic_Contextualise savings with real-life applications


The way you frame a saving can greatly influence the effect it will have on your customers. Imagine a bank, for instance, which announces on its landing page: "With us, you don't pay bank charges - a saving equivalent of one coffee per day!" Presenting the savings as something tangible that people can easily envisage using or having in their lives makes it much more effective. If you say "save £2 a day", that's great but it lacks tangible value and won't seem as appealing. "Save 15%" will not talk to your customers in the same way as "save enough for that little black dress you've had your eye on" will. Perhaps there is no money to be saved but this can also work with the representation of time. Don't just tell your customers how much time they'll save with your product, help them visualise what they can do with that time! "Spend more time with your family and less time in queues when you sign up with us and benefit from 24/7 online support", for example.

Inspired by Nick Kolenda 


  • Framing Effect (Tversky & Kahneman, 1981; O’Keefe & Jensen, 2008)

The Research

Framing Effect

The Framing Effect is a cognitive bias that explains how people will react differently to messages and choices depending on how it is presented to them.

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