A/B Testing Idea #162 - Offer a "save for later" button on your basket page

Tactic_Offer a


Your customers will appreciate having the choice between making their purchase immediately or saving their items to complete purchase later.

People like to feel as though they are in control of their shopping experience and giving them the option to save a basket and then be able to easily return to it later will help to enhance this feeling of autonomy, which in turn leads to positive feelings about eventually making the purchase.

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 they've saved.


  • Hobson's +1 Choice Effect (Hobson, 1544-1631; Schwartz, 2004)
  • Single-option Aversion (Daniel Mochon, 2013)
  • Autonomy bias (Deci, 1971; Ryan, 2008)

The Research

Hobson's +1 Choice Effect

The Hobson’s +1 Choice Effect explains the way that giving people the option to choose between two things actually makes them more likely to choose the option that you want (purchasing your product) than if you only give them the option to only do that or nothing at all.

Single-option Aversion

When shoppers are given a take-it-or-leave-it option, it makes them more interested in searching for comparisons.

Autonomy bias

We prefer situations that we have control over.

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