Hypothesis
IF we remove sold-out products from the PDP
THEN ARPU will increase
BECAUSE the decision-making process for users is simplified by only showing available products, reducing cognitive load and making the purchase process more efficient (Hick's Law).
Outcomes and Implications
| Psychological Mechanism | Hick's Law / Friction Reduction |
|---|---|
| Predicted Winrate | 25% 🔼 |
| Strategic Implication | Hide unavailable SKUs on PDPs to streamline navigation and maintain positive purchase momentum. |