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Manipulating perception on pricing pages

CRO testing strategies for pricing pages that can influence purchase choice and conversion rates on pricing pages

Do you love messing with visitor’s mind? There is nothing cooler than the decoy effect. The art of creating products and choices that can completely shift a visitors purchase decision to a more expensive product or even get someone to buy when they had no intention to do so.
Ok, not a lot of people really understand the decoy effect, let alone how to develop a decoy product or even launch split testing strategies to see which decoy product works the best for your audience.

In this psychological manipulation course CRO course:
We are going to explore the mechanics and definitions of the decoy effect. Better yet! Going to walk you through an example guaranteed to mess with your own mind.
Then we will look at pricing pages, the backdrop of our manipulations. We will explain the 4 types of decoys and the different testing strategies you can deploy on your own pricing page.

  • What is a decoy product?
  • How the decoy effect messes with your mind.
  • How to use a decoy product in pricing pages.
  • What are the levers to create decoys?
  • Testing examples of the decoy effect.
  • What to watch for or fix before testing the decoy effect
  • Part of the CRO course bundle

    About the course

    Quick facts about the course, whom its for, how long it is

    • Complexity level: Simple and powerful rules for everyone

    • For whom? Marketers, CRO teams, content editors and head honchos

    • Length: Short simple course ~45 minutes

    Course curriculum

    • 1

      The decoy effect on pricing pages

      • The decoy effect on pricing pages: Introduction
      • 1- The decoy effect: Understanding how we can influence perception
      • 2- The decoy effect: Purpose of the decoy product
      • 3- The decoy effect: Decoys on pricing pages
      • 4- Decoy effect: Levers to create decoys products
      • 5- Decoy effect: The 4 types of decoy products
      • 6- Decoy effect: Visual examples of decoy product
      • 7: Decoy effect: What to fix before using decoys
      • 8- Decoy effect: Key points to remember

    This course is free

    Just enroll in this course and watch it free for 180 days

    CRO course bundle

    Get 1 year unlimited access to all 30+ courses, 240+ lessons in over 50 hours of videos training.

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    Social proof: testimonials

    eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

    Fotis Antonopoulos

    eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

    Those of us that are passionate about eCommerce, know very well that our industry's Holy Grail is called 'Conversion Rate Optimization'. Yet, the problem is that only a few professionals know how to implement a good methodology in order to gain maximum CRO results. The rest of us rely on some past experience, a couple of white papers and/or some youtube videos. All that, until I recently discovered the Optimization Academy. I have downloaded/subscribed to numerous courses, so I said 'why not?'. I have to admit, without being too excessive, that it was one of the best personal investments, the past few years. Very practical, spot-on, fast, entertaining and above all very qualitative. To the point, I restarted the course, once I finished it, to discover more and more data.  Thus, at the end of the day, it comes to the big question... "Would I recommend it?". To my good friends and colleagues, definitely yes. To my competitors, I guess not. :-)
    E-Business Manager, BSB Fashion

    Dimitris Travlos

    E-Business Manager, BSB Fashion

    Frankly, Mr. Imhoff is one of the very few who manages to impress me every single time I meet him. If you’re really into actionable insights, practice over theory, efficiency over extravagance, precision over vagueness – and all these expressed with a wonderful non-political correct attitude.


    • What is the CRO bundle?

      The courses are not meant to be sold separately since most of the knowledge is built from previous courses...
      So getting the CRO Course Bundle gives you all the courses, existing and upcoming, with full freedom to watch individual courses in any order you want.

    • What makes your courses unique?

      I get this a lot, no surprise there...
      The courses are based on rules and principles we developed and taught in our CRO agency.
      Unlike a lot of courses that are very good, but very theoretical, and most people find it difficult to apply to a website or AB testing. These rules and principles I use all the time to build my experiments and guide my conversion optimization decisions

    • Is this a long course?

      No not really. each course is between 20 to 40 minutes on average, designed to establish fundamental principles you will need to evaluate your own pages and site journey.
      The multi-lesson courses are longer in the 40 to 90-minute range.

      All courses are made up of individual "lessons" and each lesson is from 2 to 15 minutes long.

    • Why are the courses numbered?

      The initial CRO training program was designed as a series of sequential courses,starting from #1 and then #2 etc.. But, some companies and people don't want to go through all of them in sequence, so you are free to jump around. I recommend that you start from the beginning as the courses build up knowledge in layers and references learnings from previous courses

    • Is this just for beginners?

      Oh no no no... You would be surprised how even the pros don't know these principles.
      You may think some of these are simplistic, but they are not.