Hypothesis
IF we display a secondary button on the PDP with "Order Fabric Sample Now" THEN the ARPU will increase BECAUSE users will make a micro commitment, which increases the likelihood of purchasing the main product. Additionally, it reduces uncertainty about whether the product matches their decor.
Outcomes and Implications
| Psychological Mechanism | Commitment Bias / Uncertainty Reduction |
|---|---|
| Predicted Winrate | No info on this hypothesis |
| Strategic Implication | Offer a secondary CTA (“Order Fabric Sample”) to reduce uncertainty and increase conversion through micro commitments. |