A/B Testing Idea #68 - Put your default pricing plan in the middle and make it more visible

Tactic_Put your default pricing plan in the middle and make it more visible


When you have a default pricing plan (the option you would prefer people to choose) then you can influence how attractive this option is by making it stand out from the others.

Placing it in the middle and bringing it to the front, using highlighting or putting the Call to Action button in a different colour, will help it to really stand out from the other options so that people will automatically be drawn to it.


  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)
  • Having vs Using effect (Kahn & Meyer, 1991; Mukherjee & Hoyer, 2001; Hamilton & Thompson, 2007; Goodman & Irmak, 2012)
  • Centre-Stage Effect (Valenzuela & Raghubir, 2009; Rodway; Schepman & Lambert, 2012)

The Research

Von Restorff Effect

An effect named after the psychiatrist who first studied it (Hedwig von Restorff), whereby individuals take note of and remember unusual or unique items more rapidly than other more uniform items.

Having vs Using effect

The Having vs Using Effect explains our tendency to prefer and be willing to pay more for products or services that offer more functions, even if we’re unlikely to actually make use of them.

Centre-Stage Effect

The Centre-Stage Effect is the way in which, when faced with a range of products presented side by side, we tend to be drawn towards the one situated in the middle.

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