Pattern #17: Expensive First

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Expensive First
  1. Replace: Ordering Of Plans By Most Expensive First Anchoring

    The pattern simply suggests to place the most expensive plans or products first. This way the most expensive items are subtly recommend. More so, perhaps as customers scan their options, the less expensive plans are also anchored with the higher priced ones that they first noticed.

Median Effects

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Engagement

Ex: Any Action / Visit

?

Conversions

Ex: Signups, Leads

?

Sales

Ex: Transactions, Upsells

?

Revenue

Ex: AOV, LTV

(2 tests)

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Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Pattern #17: Expensive First
Was Tested On Kenhub.com by Niels Hapke

Find Out How It Performed
Screen: Pricing

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The Same Pattern Was Also Tested Here

  • Test 70
  • Tested on Uptowork.com by Kuba Koziej
  • Nov 01, 2016

Find Out How It Performed
Screen: Pricing

This test simply ordered the pricing plans from highest to most expensive. Overall sales decreased by an insignificant -1% with a possible +14% increase to the most expensive plan. The net effect was an insignificant 0.9% increase the the premium plans.

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For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.

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