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A/B Testing Idea #112 - Use "Descending Price" as your default sorting option

Tactic_ Use

Description

People often use an initial piece of information to make subsequent judgements so if you have "Descending Price" as your default sorting option, people will see your highest priced items first and they will then use these as an anchor to evaluate the other prices.

Consequently, the following prices will appear smaller and better value in comparison because they are being seen in relation to the initial higher prices.

Principles

  • Anchoring Effect (Tversky & Kahneman, 1974)

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.

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