Behavioural examples

167 Pins
·
2y
By
Bri Williams
two pictures of lions with price tags on their faces and the same image in red
Price anchoring
Clever 2003 ad for Buenos Aires Zoo, using anchoring to show the value in seeing the real thing.
an orange and white flyer with the words you're on our best rate if you can compare life by visiting the victorian energy company
Best rates
Energy retailer does a good job of reducing motivation to shop around by reassuring customer they are on the best rates.
a woman is smiling and talking to someone in the back seat of a car,
Risk-reward
Insurer tries to win customers by reducing the value of what they get!
VEED using urgency + loss aversion to encourage new customers to upgrade to a paid plan Loss Aversion, Encouragement, How To Plan
Urgency and loss aversion
VEED using urgency + loss aversion to encourage new customers to upgrade to a paid plan
the pricing sheet for an event with prices and packages on each side, including $ 1 99
Price anchoring
Top-bottom price anchoring used by a photographer to increase the odds people will select the Professional Pack
an email form for a parking ticket
Price anchoring
Left-right format price anchoring to showcase the value of purchasing online
two pictures of lions with price tags on their faces and the same image in red
Price anchoring
Clever 2003 ad for Buenos Aires Zoo, using anchoring to show the value in seeing the real thing.
Pop-over presents two calls-to-action buttons but obscures another pathway by hiding it in the gray banner below Gray Banner, Read News, Content Creator, Fix It, How To Become, The Creator, Reading
Sludgey news site
News site makes it difficult to see how to avoid taking either option. (It's hidden in the gray banner)
Blog post on recording software ends with call to action button "Hit record". Call To Action, An Article, Phone Screen, The Button, Software
Poor CTA
Example of an ambiguous Call to Action. People are lead to assume the button takes them to recording software (descibed int he paragraph) when it actually takes them to an article.
Still from TV ad shows $3,000 cashback on sign. Subjects, Tech Company Logos, How To Apply
$3000 is more than $3k
Bank promoting a $3,000 cashback offer. The year prior they advertised the same amount as $3k. They are now correctly using magnitude representation to infer the offer is impressive.
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Two pictures of a meal-kit dinner side by side. The one on the left is marked down to $2.25 from $4.85, the plate on the right (from a competitor) is $9.90. Fancy Food, Meal Kit, Dinner For Two, Cooking Dinner, Anchors, Fruit
Anchoring dinner
Dinnerly anchors pricing against RRP and competitors, as well as infers the meals are larger (which they may be - I don't know otherwise)
Email uses urgent notice and final cancellation to scare customers into renewing Just So You Know, Keep In Mind, Mindfulness
Too much terror
Domain host tries to scare customers into renewing.
Shop receipt circles the amount saved so the customer's attention is drawn to that rather than what they've spent Personalized Items
Salient savings
Retailer using salience to direct customer attention to what they'e saved, not spent
an image of a white square with the text, what is needed to do?
Good or bad final question?
This transcription service asks customers to think about what made them not want to proceed. I'm on the fence whether this is a good or bad thing?