Product pageDesktopFrictionClarity
Show the installment price under the sticker price
Under the price the page shows the pay-in-four option, reframing a single large number into a smaller, easier one without discounting.
What it is
Under the headline price the page shows the installment option, for example four interest-free payments of a smaller amount, so the sticker is reframed into a lower number the shopper commits to now.
Why it works
A large single price triggers more resistance than the same amount split into four. Showing the installment split reframes an absolute number the mind resists into a small, comparable one, without changing the actual price.
How to test it
- Hypothesis
- Showing an installment price under the sticker will lift add-to-cart rate, especially on higher-priced items, by lowering perceived cost.
- Primary metric
- Add-to-cart rate (product page sessions)
- Guardrail metric
- Refund and dispute rate, watching that buyers are not over-extending
Related ideas
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