A/B Testing Idea #318 - Simplify your customer's thinking process by doing any calculations for them

Tactic_Simplify your customer's thinking process by doing any calculations for them


People strongly prefer and feel more positive about things that are easy and quick for us to understand. If you want your customer to respond well to information you provide and to feel happy using your service or product then don't make them do calculations themselves. When you are letting your customers know how much of something they are consuming, make sure you also let them know how much they therefore have left rather than leaving them to work it out for themselves. For example, in the case of a subscription with a limit (number of items, amount of GB of data, amount of time, etc.), you can include a calculation so that you can tell your customers: "you have consumed X out of Y, meaning that you have Z left available." Thus the client has nothing to calculate, no mental power to use up, and they receive the information in a simple and clear manner.

Inspired by Nick Kolenda 


  • Cognitive Ease (Khaneman, 2011)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Cognitive Ease

The ease with which our brain processes information and how the level of ease impacts how positively we feel about something.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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