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A/B Testing Idea #101 - Prioritise "coming soon" over messages saying "out of stock"

Tactic_Prioritise

Description

The chances are all e-merchants will at some stage be out of stock for a particular item.

When this happens, in order to remain positive to your users, it's preferable to inform them that the product will be available soon. It will also reassure them the product has not been discontinued and reduce the chances of them going to a competitor.

Principles

  • Framing Effect (Tversky & Kahneman, 1981; O’Keefe & Jensen, 2008)

The Research

Framing Effect

The Framing Effect is a cognitive bias that explains how people will react differently to messages and choices depending on how it is presented to them.

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