#COMM464 Thank Helen sooooooo much for reminding me about the upcoming horror content in the Last Exorcism video😫
BUT had to admit that was a really brilliant marketing idea though
As a result, customers are more willing to buy option 3 with both paper and digital versions, even though they don’t need the paper version when they got the digital version. However, customers feel they are gaining benefit because option 2 and 3 are at the same price.
The A/B Testing of Sage 50 reminds me of a magazine selling example Dan Ariely discussed in his book Predictably Irrational. He stated that the format of website design can influence customers’ choices. #COMM464
They offer 3 subscription options: 1-digital version, 2-paper version, and 3-paper and digital together. The digital version is cheaper than the paper version, while they set the prices of option 2 and 3 the same.