Pattern #17: Expensive First Save Pattern Bookmark

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

Based on 4 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

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Conversions

Ex: Signups, Leads

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Sales

Ex: Transactions, Upsells

(4 tests)

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Revenue

Ex: AOV, LTV

(4 tests)

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #17: Expensive First
Was Tested On Volders.de by Alexander Krieger

Test #254 Tested on Volders.de by Alexander Krieger Alexander Aug 16, 2019

Find Out How It Performed

Signup Desktop, Mobile

  • Measured by any successful cancellation transactions   |   p-val (?)

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Zoom In
  • (?)% ((?) successes out of (?) visits)
  •  
A
  • (?)% ((?) successes out of (?) visits)
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B

In this experiment, 4 things were adjusted in the variation: the highest pricing plan was shifted to the left, it was set as the default one, the recommendation was also adjusted to point to the highest plan, and one benefit from the lowest plan was removed (customer support).

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #253 Tested on Volders.de by Alexander Krieger Alexander Aug 08, 2019

Find Out How It Performed

Signup Desktop, Mobile

  • Measured by any successful cancellation transactions   |   p-val (?)

  •  

Zoom In
  • (?)% ((?) successes out of (?) visits)
  •  
A
  • (?)% ((?) successes out of (?) visits)
  •  
B

In this experiment, two pricing plans were inverted to show the most expensive plan first (in the variation).

Get Access To See The Test Results

Test #130 Tested on Kenhub.com by Niels Hapke Niels Dec 07, 2017

Find Out How It Performed

Pricing

  • Measured by total purchases of any plan   |   p-val (?)

  •  

Zoom In
  • (?)% ((?) successes out of (?) visits)
  •  
A
  • (?)% ((?) successes out of (?) visits)
  •  
B

In this experiment, the plans were sorted by the most expensive first, left to right (variation).

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

Find Out How It Performed

Pricing

  • Measured by any plan purchases   |   p-val (?)

  •  

Zoom In
  • (?)% ((?) successes out of (?) visits)
  •  
A
  • (?)% ((?) successes out of (?) visits)
  •  
B

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.

Get Access To See The Test Results

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.