Hypothesis
IF we more prominently display the Retail Price
THEN ARPU (Average Revenue Per User) will increase
BECAUSE this feature acts as a price anchor, serving as a reference point in price perception, making the product price appear lower.
Outcomes and Implications
| Psychological Mechanism | Price Anchoring / Contrast Effect |
|---|---|
| Predicted Winrate | 40% 🔼 |
| Strategic Implication | Show retail prices prominently to frame product discounts and enhance perceived savings. |