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Pricing and the Mind:
Checkout Optimization
Theo van der Zee - ConversionReview @ Emerce Conversion 2015
Find the differences
Do I have all the info?
32%
68%
Online
shopping cart
abandonment
56%
37%
36%
32%
25%
0 15 30 45 60
Unexpected costs
I was just browsing
Better price elsewhere
Price too expensive
Decided against buying
Why do online shoppers leave without paying?
A/B test all recommendations
Call To Action
buttons
Price and
up-sells
Click here
Text
DesignPosition
Color
Shopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click here
Shopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click here
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click here
Text
DesignPosition
Color
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click here
Text
DesignPosition
Color
Pay nowShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Next stepShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click here
Text
DesignPosition
Color
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Shopping cart
Description Color Size PriceDelivery
Click here
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
Click hereShopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days
€ 50,00
€ 100,00
There is no ‘best’ color
Summary
Clear
text
Looks like
a buttonVisible
on screen
Contrast
color
Call To Action
buttons
Price and
up-sells
€Analysis
paralysis
Price
anchoringLeft-digit
effect
Money
omission
$
Left-digit effect
€Analysis
paralysis
Left-digit
effect
Money
omission
$
Price
anchoring
Price anchoring
$4.99 $3.99
€ 50,00
€40,00
Shopping cart
Description Color Size PriceDelivery
Kimono
Tea set
White
Black
M
-
1-3 days
1-5 days € 100,00
60 x 60
€Analysis
paralysis
Left-digit
effect
Money
omission
$
Price
anchoring
Too many choices
€Analysis
paralysis
Left-digit
effect
Money
omission
$
Price
anchoring
€4.99 vs. 4.99
€4.99 vs. €4.99
zurb.com/triggers
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