For an email promotion, which would any customer prefer? “Sale! 15-75% off!” or “Sale! Up to 50% off!”
It turns out, customers often take mental shortcuts when considering number ranges, focusing in on the smaller number in “percent off,” regardless of the actual best discount. Looking at the two sales above, 50% is seemingly more influential than even the possibility of getting 75% off. Why? The potential of getting only 15% outweighs the equal potential of getting 75%. The act itself is a softened realization of risk aversion, whereby the 50% is guaranteed and the 75% is a gamble. Seeing the potential of only getting 15% is an instant turnoff, so to say, for customers when comparing it to a larger flat-rate discount.
For more bizarre things that influence customers online (and trust us, there are a lot), go to Linda Bustos’s blog post, 10 Bizarre things That Influence Customers Online.
-Christopher Lin, lexity.com