A/B Testing Idea #22 - Offer free returns
By offering free returns, your customers will be less likely to feel the "pain of buying" as acutely as they know that they have the option of returning the item if it is not what they are expecting.
It will seem like less of a commitment for them to go through with the purchase as there is the guarantee that they can return their item and get their money back without incurring any extra costs.
- Pain of Paying (Prelec & Loewenstein, 1998)
Pain of Paying
The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.
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