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Como melhorar as vendas em landing pages de planos com Psicologia aplicada ao UX Design

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Rian Dutra falando sobre Psicologia aplicada ao UX Design

Neste vídeo, Rian mostrou sugestões de como utilizar a Psicologia aplicada para aumentar a conversão e vendas em páginas de precificação de planos:

  • Ao invés de mostrar o valor completo, mostre o valor por mês. Efeito Enquadramento.
  • Mostre os valores em tamanho pequeno. (1)
  • Mostre os benefícios, depois o preço. (2)(3)
  • Remova pontos e vírgula dos preços. (4)(5)
  • Mostre o preço maior no lado esquerdo. Princípio da subtração: o usuário rapidamente consegue ver o benefício porque subtrai os preços. (6)(7)
  • Os usuários tendem a escolher o preço mais caro quando o veem em primeiro lugar, principalmente porque, inconscientemente entende que, quando os produtos ou planos diminuem de preço à direita, sua qualidade também vai caindo. (8)
  • Destaque o plano mais caro para direcionar a atenção do usuário. Faça-o mais bonito. Coloque uma estrelinha.
  • Destaque o desconto e enfatize que o outro plano não tem desconto.
  • Escolha preços com menos sílabas. “R$ 65,49” pode parecer mais caro que “R$ 66,50”. O cérebro decodifica o preço como mais caro por causa da fonética. (9)
  • Separe o valor do frete ou taxas. Um produto de R$ 99 com frete incluso pode parecer mais caro que um de R$ 79 + R$ 29 de taxa. (10)(11)

Referências:

  1. Coulter, Keith S., and Robin A. Coulter. “Size does matter: The effects of magnitude representation congruency on price perceptions and purchase likelihood.” Journal of Consumer Psychology 15.1 (2005): 64-76.
  2. Karmarkar, Uma R., Baba Shiv, and Brian Knutson. “Cost conscious? The neural and behavioral impact of price primacy on decision making.” Journal of Marketing Research 52.4 (2015): 467-481.
  3. Mogilner, Cassie, and Jennifer Aaker. ““The time vs. money effect”: Shifting product attitudes and decisions through personal connection.” Journal of Consumer Research 36.2 (2009): 277-291.
  4. Coulter, Keith S., Pilsik Choi, and Kent B. Monroe. “Comma N’cents in pricing: The effects of auditory representation encoding on price magnitude perceptions.” Journal of Consumer Psychology 22.3 (2012): 395-407.
  5. Dehaene, Stanislas. “Varieties of numerical abilities.” Cognition 44.1-2 (1992): 1-42.
  6. Bagchi, Rajesh, and Derick F. Davis. “29for70itemsor70itemsfor 29? How presentation order affects package perceptions.” Journal of Consumer Research 39.1 (2012): 62-73.
  7. Biswas, Abhijit, et al. “Consumer evaluations of sale prices: role of the subtraction principle.” Journal of Marketing 77.4 (2013): 49-66.
  8. Suk, Kwanho, Jiheon Lee, and Donald R. Lichtenstein. “The influence of price presentation order on consumer choice.” Journal of Marketing Research 49.5 (2012): 708-717.
  9. Coulter, Keith S., Pilsik Choi, and Kent B. Monroe. “Comma N’cents in pricing: The effects of auditory representation encoding on price magnitude perceptions.” Journal of Consumer Psychology 22.3 (2012): 395-407.
  10. Hossain, Tanjim, and John Morgan. “… plus shipping and handling: Revenue (non) equivalence in field experiments on ebay.” Advances in Economic Analysis & Policy 5.2 (2006).
  11. Ward, Sidne G., and John M. Clark. “Bidding behavior in on-line auctions: An examination of the eBay Pokemon card market.” International Journal of Electronic Commerce 6.4 (2002): 139-155.

Assista a mais vídeos sobre Psicologia aplicada ao UX Design e vieses cognitivos no canal Design From Human.

🇺🇸 English version

In this video, Rian shows suggestions on how to use Applied Psychology to increase conversion and sales on plan pricing pages:

  • Instead of showing the full price, show it monthly. Framing Effect.
  • Show prices ​​in small size. (1)
  • Show the benefits, then the price. (2)(3)
  • Remove comma from prices. (4)(5)
  • Show the larger price on the left side. Subtraction principle: the user can quickly see the benefit because he subtracts the prices. (6)(7)
  • Users tend to choose the most expensive price when they see it first, mainly because they unconsciously understand that when products or plans go down in price to the right, their quality also goes down. (8)
  • Highlight the most expensive plan to direct user attention. Make it more beautiful. Put a star.
  • Highlight the discount and emphasize that the other plan has no discount.
  • Choose prices with fewer syllables. “$65.49” may seem more expensive than “$66.50”. The brain decodes the price as more expensive because of phonetics. (9)
  • Separate the cost of shipping or fees. A $99 product with shipping included may seem more expensive than a $79 + $29 fee. (10)(11)

Watch more videos on Psychology applied to UX Design and cognitive biases on the Design From Human channel.

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