Experiments / #011
Price per night, before the price
Most shoppers see $27.20 and flinch.
The idea: Showing '$0.91 a night' against a café latte before the subscription price lowers price shock and raises add-to-cart for first-time visitors.
Only the outlined part is new. Everything grey is the same as A.
What’s different
Per night comes first
The visitor sees $0.91 a night before they see $27.20.
Anchored to a habit, not a rival
A café chamomile latte at $5.50, labelled illustrative.
It follows the plan
Choose one-time and it updates to $1.13 a night.
The test we’d run
Habit card above the price vs no habit card. Measure add-to-cart and subscription take rate.
Why it might work
Unit-price framing · Anchoring
Status
A hypothesis. Not tested yet.
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