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A/B Testing Idea #109 - Expose your users to large numbers
Description
Exposing website visitors to any high numbers before displaying your product prices can be very effective in influencing their perception of your price value.
Studies have shown that people tend to use the first piece of information they receive as an anchoring point to then judge subsequent information. In this way, showing high numbers to your visitors will ensure that the first reference number they are exposed to is very high and therefore, in comparison, your prices may seem much lower than they actually are.
Any large number will work, with no link to pricing necessarily required: number of members, satisfied customers, visitors per month, etc.
Inspired by Nick Kolenda
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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