A/B Testing Idea #43 - Let a user save an item for later (wishlist)

Tactic_Let a user save an item for later (wishlist)


Your customers will appreciate having the choice between buying the product immediately or saving it for another time.

People like to feel as though they are in control of their shopping experience and giving them the option to "window shop" in this way will help to enhance this feeling of autonomy, which in turn leads to positive feelings about making purchases through your site.

You can also gather information in this way about what types of products your users are interested in and can later target them with discounted prices for the items in their wishlist.


  • Autonomy bias (Deci, 1971; Ryan, 2008)
  • Commitment and Consistency (Cialdini, 1984)

The Research

Autonomy bias

We prefer situations that we have control over.

Commitment and Consistency

Once we have publicly committed to something or someone, then we are more likely to carry through and deliver on that commitment in order to be consistent.

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