Home

A/B Testing Idea #26 - Use a higher pricing plan as a decoy

Tactic_Use a higher pricing plan as a decoy

Description

Displaying a new pricing plan that is much higher than the others currently offered could be an efficient decoy, worth testing on your site.

Offering a pricing plan that is significantly higher than the middle plan (or whicheve you hope  your customers to buy) will make this plan seem much more reasonable and like a good deal in comparison.

People will feel like they are getting better value for money because they are "saving" a lot in comparison to the higher option (decoy).

Principles

  • Decoy Effect (Huber; Payne & Puto, 1982)

The Research

Decoy Effect

The Decoy Effect is the way in which adding an additional “decoy” item to the table when a customer is making a purchase decision can ultimately influence which decision they make as it is common for us to make use of comparisons to decide the value of something and whether we want to buy it.

Browse A/B Testing Ideas bycategories
Browse A/B Testing Ideas bytype of website
Browse A/B Testing Ideas bydefinitions

Oops, you have reached your limit of 2 free tactics per hour

To get unlimited access to our 250+ tactics,
Join our FREE mailing list

Or wait 00:59:59

Congratulations!

You have unlocked our library of 250 tactics.
Keep learning or sign up to Convertize.com to start
implementing them directly in your webste.

Convert more Browsers into Buyers, today.

Try for FREE

No credit card required

Amazon S3 Web Services icon
Convertize reviews
Stripe icon
SSL icon