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A/B Testing Idea #77 - When possible, get rid of the decimal point in the price tag
Description
Whenever possible, remove the decimal point from your pricing as it is not necessary and adds a little extra cognitive strain for your customer. The clearer you can make things the better as people want their user experience to be as stress-free and painless as possible.
A price tag without a decimal point is more instantly recognisable and will make your customers feel subconsciously more comfortable and in control of their buying situation.
They will react to prices displayed in this way more automatically and quickly, so you will have a better chance that they accept this price and follow through with making the purchase.
Inspired by Nick Kolenda
Principles
- Cognitive Ease (Khaneman, 2011)
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.
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