Option in price, but just a little closer to the expensive one. Starbucks example of influence. The decoy effect is also often used with subscriptions, as in the example below. Mailchimp decoy effect 4. Pain of paying Most people don't like spending money. It even activates the same brain region as physical pain. That is why you want to remind the user as little as possible about spending money. You can do this, for example, by omitting euro signs, not making prices too large and by asking for the payment method as late as possible in the ordering process. Coolblue shows below what the effect is of omitting the euro signs. I have to say it works for me. Luckily I don't need a new laptop. Coolblue omits the euro sign for more conversions. 5. Anchoring effect People compare previously available information with information that comes after. The previous information is used as an anchor for
The information after it. This is the essence of the anchoring effect. You can use this effect with prices, for example. Show products or services with a whatsapp list higher price first. The prices you show afterwards are compared with the first price and therefore seem to be not too bad. This increases the chance of a purchase. The anchoring effect is also widely used by showing the original price first for discounts . See the example above. 6. Goal gradient effect
The closer your website visitors get to a goal, the higher the motivation to achieve that goal. That is why it is good to show progress if you want to steer people towards a certain goal. A progress bar in an order process is a good tool for this. Make sure the bar is already a bit filled when someone sees it for the first time. This way you get the most out of the goal-gradient effect. Conversion Optimization Checklist What is important for conversion optimization differs per website. This is a handy checklist of key points for conversion optimization Make