Heard of the Framing Effect? - If not. You should pay attention

We use it all the time to boost conversion rate for ecom brands

Let me give you my favorite 5 ways to test it out yourself 👇🏻

First of all - what is it? The framing effect is a cognitive bias that explains why people's decisions can be influenced by how information is presented to them.

Let me give you an example:

This meat is 20% pure fat.

This meat is 80% lean.

Which one are you more inclined to pick?

The answer is 80% lean for most people because it sounds healthier.

Companies use the "framing effect" all the time but here is how we use it for ecom:

1.Price Anchoring: Present higher-priced options first to set a reference point or anchor. When customers see the higher price first, subsequent prices appear more reasonable in comparison. For example, if you offer three pricing tiers for a product, start with the highest tier to frame the other two as better deals.

Testing - We have done a lot of price testing on price anchoring. Our favorite test is highlighting how much cheaper each unit is im comparison to buying just 1. You could also play with things like "cost per day" or "cost per month" to highlight the bulk savings of buying more now.

2. Decoy Effect: Introduce a "decoy" product that's strategically positioned to make another product seem like a better deal. By offering a slightly less appealing option, you can guide customers toward the one you want to promote. This is often used in tiered pricing strategies.

Testing - If you are running landing pages, try to make the "decoy" really unattractive. Less discounts, no bonuses or extras.. Thus making the most expensive really attractive.

3. Positive Frame for Shipping Costs: Instead of presenting shipping costs as an additional expense, frame it as a small fee for premium service. For instance, "Upgrade to Express Shipping for Only $4.99" sounds more appealing than "Shipping Costs: $4.99."

Testing - testing free shipping above X amount, and then ask people to upgrade to premium if they want it faster. Most people will say yes if you present the offer.

4. Limited-Time Offers: Frame discounts or promotions as time-limited opportunities to create a sense of urgency. For example, "50% off for the next 24 hours only" triggers a fear of missing out (FOMO) and can prompt quicker purchasing decisions.

Testing - Try running sales for 24 hours with countdowns. You could also do a countdown for the amount of stock you want to sell at a specific discounted price.

5. Bundling and Unbundling: Presenting a product as part of a bundle with other related items can make it seem like a better deal than purchasing each item individually. Conversely, you can unbundle products to make them appear more affordable on their own.

Testing: - Reverse bundling testing is very overlooked. We have tested selling the product as a bundle but then highlighting that you can also buy it individually for a discounted price. This has been a great test a with big conversion rate boost.