Simply put, Decoy Effect is where the marketer is presenting the user with a bunch of options and some of the presented options are bad choices (this is intentional). This is done to make the alternate option look extra good. If this definition isn’t good enough for you you can get a more “technical” definition on Wikipedia (you’ll find our definition is more practical for a marketer).
“Rishi, I want to see a Decoy Effect example, not just a definition”
Ok, ok, let’s look at this pricing table from Vistaprint. I was looking to get a bundle of business cards, filled in my info, and landed on this pricing page. Study the image below and you’ll see how Vistaprint is brilliant at using Decoy Effect in their marketing:
Video explanation of what we’re seeing above:
A Little About Us
Thank you for reading this Decoy Effect article. We are Frictionless Commerce and over the last 14 years, we’ve thought about just one thing: what one thing can DTC brands do to improve their sales by 20% in under 90-days? We believe we’ve found the answer: Focus on Converting Healthy Skeptics.