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A/B Testing Idea #33 - Display the daily or monthly price to make the amount seem smaller

Tactic_Display the daily or monthly price to make the amount seem smaller

Description

By showing the price per day or month rather than the total price, it can often seem like less.

Your customer will tend to use this smaller amount as an anchor to decide whether the purchase is good value and, even though the total price is the same ultimately, they will often feel as though they're spending less money which will encourage them to make the purchase.

Principles

  • Anchoring Effect (Tversky & Kahneman, 1974)

The Research

Anchoring Effect

The Anchoring Effect describes the way in which people utilise the first piece of information they receive as a point of reference for making judgements about subsequent pieces of information.

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