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A/B Testing Idea #159 - Prioritise your most luxurious products

Tactic_Prioritise your most luxurious products

Description

If you display your most beautiful and luxurious product first, your visitors will use it as a point of reference to evaluate the following products. This first element will stay anchored in their minds and will remain a stronger presence than following elements.

Indeed, individuals use an initial piece of information to make subsequent judgments and, especially when they experience things in succession, are influenced by this initial perception. Consequently, biased by the luxury and quality of the first product you display, your customers will have a tendency to cast the same golden glow over your other products, even if they are inferior.

Principles

  • Anchoring Effect (Tversky & Kahneman, 1974)
  • Contrast Principle (Cialdini, 2007)

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.

Contrast Principle

When you experience two similar things simultaneously or in succession, your perception of the second is influenced by the first.

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