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A/B Testing Idea #176 - Show lower-quality products near higher-quality ones

Tactic_Show lower-quality products near higher-quality ones

Description

To make your higher-end products seem even more attractive, display them alongside your lower-end products so that customers can compare the two together. The difference in quality will be larger and more noticeable between these two types of products than between two higher-end products together.

Two higher-end products together have no comparable value and so may just seem unjustifiably expensive in the eyes of your customer. Whereas having a larger gap in quality will enhance and emphasise the high quality of your more luxury items and make the price and value of these appear justified.

You've probably noticed that when you go to buy a new computer, whether online or in store, they display the newer, more expensive models alongside their older, cheaper versions for exactly this reason: to amplify the difference between the two and therefore make the higher price of the newer computer seem justified and worthwhile.

Principles

  • Anchoring Effect (Tversky & Kahneman, 1974)
  • Weber's Law (Weber, 1834; Fechner, 1860)

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.

Weber's Law

Weber’s Law quantifies the perception of change in a given stimulus: it states that the just-noticeable difference of a change is directly proportional to the status of the original stimulus.

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