Discover how Einstein’s relativity increases bottom line
Einstein once famously said:
Does it matter to us, growth hackers? It turns out it does.. a lot! And famous behavioral psychologist Dan Ariely explains in it his book “Predictably Irrational”:
People not only compare things, but also compare things that are easily comparable. For example, if given the following options for a honeymoon — Paris (with free breakfast), Rome (with free breakfast), and Rome (no breakfast included), most people would probably choose Rome with the free breakfast. The rationale is that it is easier to compare the two options for Rome than it is to compare Paris and Rome
Any ideas how to use to drive conversion of your app? Here is how we do it — tell me which screen has easier to compare in-app options?
I bet majority of you voted for right screen— and this is what our tests proved increases purchase value as I have mentioned in the previous post (though not only relativity played a role there).
Another great example is how popular app WiFi Map exploits this effect(I don’t have the “before” screen, but probably app developers can share it with us — Kirill?):
Kirill uses one other trick on Purchase screen (not shown here), but I will cover that in a separate post ☺
What are your examples of using this trick? Let me know.
