Project:

Driving product sales through UX anchoring techniques.

The business faced unsustainable pressure from a surge in customers purchasing their £10 health plan, driven by the popularity of the newly added '24/7 GP access,' which significantly increased demand.

Mission objectives:

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UX anchoring: Explore how reordering product listings can drive higher-value purchases and reduce selection of the less profitable £10 item in favour of more expensive products.
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Support A/B testing: Collaborate with the optimisation team, to create and supply new component UI for A/B split testing in Adobe Target.
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50/50 split user test using 'anchoring effect'

The Control (Option A):

Product prices listed in ascending order:
£10, £20, £30, and £40.

(Based on 400 website plan sales)

‍61% chose £10 (244 customers)

‍29% chose £20 (116 customers)

‍7% chose £30 (28 customers)

‍3% chose £40 (12 customers)

The Challenger (Option B):

To support the test, the product prices were then listed and served in descending order:  
£40, £30, £20, and £10.

(Based on a further 400 health plan sales)

‍49% chose £10 (196 customers)

‍41% chose £20 (164 customers)

‍8% chose £30 (32 customers)

‍2% chose £40 (8 customers)

Results

Price anchoring influences user behaviour and boosts business profitability.

Further tests explored highlighting key items with labels like 'most popular' or 'best value,' along with accompanying product-related UI to guide customers towards higher-value product choices.
Key Insights:

Price anchoring influences user choices by setting a mental benchmark with the first price they see. If a higher-priced product is listed first, users perceive subsequent options as better deals, often leading them to choose a more expensive option over the cheapest.

£10 remained the most popular price point for both options.
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‍£20 saw a significant increase in selection in Option B, rising from 29% in Option A to 41% in Option B.

‍£30 saw a slight increase in Option B (from 7% to 8%).

‍£40 remained low in both options (3% in Option A and 2% in Option B).

The anchoring effect from the price order in Option B (starting with £40) led to a higher selection of £20. While £10 remained the most selected.
12%
Increase in the selection of the higher-value £20 product compared to the £10 product.
5.92%
Projected annual sales profit increase from price anchoring (website).
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