Source record
Pricing perception changes when the same price is framed by unit, frequency, comparison, or visual presentation.
A major e-commerce retailer had car abandonment problem. They brought in a UX researcher named Jared Spool to find out why. What he found stopped everyone in the room.
45% of their customers had multiple accounts on the same site, and they can remember which one they'd use. Password reset requests were hitting hundred and sixty thousand per day. One register button.
That was the entire problem. It sat between the customer and the purchase. And millions of people just left.
They removed the register button, replaced it with one word: continue. " Sales went up 45%. 15 million extra in month one, 300 million in year one.
Was the register button legally required? No. Required by a payment processor?
No. It was inherited UX from a different era. And it cost him 300 million before someone finally asked: why was it there?
So how much is your version of that button worth?
Password reset requests were hitting hundred and sixty thousand per day.
Pricing perception changes when the same price is framed by unit, frequency, comparison, or visual presentation.
Test price framing with honest per-day, per-seat, and usage comparisons, and verify that conversion lift does not create expectation or trust problems.
This source is connected to Pricing presentation and framing.
Password reset requests were hitting hundred and sixty thousand per day.