Evidence #70: Least Or Most Expensive Plans First
What Can We Learn From This Test?
The variation showed a possible +14% increase to premium (most expensive plan) sales while suffering from a slight -1.1% decrease in overall sales. There was a net revenue gain from this change. Two causes for this might include:
By showing the most expensive plan first (on the left), it was more firmly and visibly recommended. Perhaps more people clicked the first choice and just went ahead with it.
By organizing plans from most to least expensive ones, it could also be that a slight feeling of "loss" was projected. Perhaps when people are first show additional features of the most expensive plan, as they move to the right, those features are undesirably "taken away".
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