A/B Testing Idea #45 - Provide a free option for in-store pick-up

Tactic_Provide a free option for in-store pick-up


By providing a free store pick-up option, your customers will be giving customers three advantageous options: the option of avoiding delivery charges (awarding the pleasure of paying less); choosing the delivery option that is most convenient for them (so they have more choice and can be happy with the autonomy they have in making their purchase); and the possibility of a more "guaranteed" delivery option, compared to the possibility for upset when something is sent via post (and this will help them to feel more secure in their purchase).


  • Need for Certainty/Uncertainty (Kagan, 1972)
  • Autonomy bias (Deci, 1971; Ryan, 2008)
  • Pain of Paying (Prelec & Loewenstein, 1998)

The Research

Need for Certainty/Uncertainty

The paradox between the fact that our brain likes to know what is going on and to feel certain, and the fact that uncertainty is also a human need and can lead to action and creativity.

Autonomy bias

We prefer situations that we have control over.

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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