UX experiments / Friction
Friction · A/B test · millions of users
Show ticket fees upfront or at checkout? StubHub's test
Ticket prices: show fees upfront, or add them at checkout? Which earned more?
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
Hidden fees raised spending about 21%.
What happened
Users who saw fees only at checkout spent more and were more likely to buy. Regulators have since moved against this practice in several markets.
Why it worked
People anchor on the first price and rarely restart the comparison once they're in checkout.
The takeaway
A test can “win” with a dark pattern. Decide what you won't ship before you run it.
Source
More experiments to call
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