UX experiments / Friction
Friction · A/B test · 100% of traffic
Should SimCity keep the $20-off banner on its pre-order page?
Pre-order page with a banner offering $20 off a future purchase. Keep the banner?
Make your call. Which version won, and why? Decide before you open the result. Guessing first is what trains your judgment.
Made your call? See the result
No promo: 43.4% more purchases.
What happened
The big banner pushed the call-to-action further down the page. Fans who arrived had already decided to buy.
Why it worked
A discount for intent that already exists adds noise and moves the button out of reach.
The takeaway
Promotions aren't free. Measure what they push out of view.
Source
- Optimizely · How EA turned a big win into a metropolis (blog.optimizely.com)
More experiments to call
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