At your scale, a small shift in conversion is real money. Here's the content built around bank-scale experiments and fairness questions.
The real Buell & Choi (2025) field experiment, run inside Commonwealth Bank of Australia's credit card funnel, raised spend and cut cancellations by showing drawbacks upfront.
Why it matters: a real bank-scale result, with the actual numbers, not a case study written after the fact.
Read more ›Builds on Kahneman, Knetsch & Thaler's (1986) fairness research, applied to a real bank fee notice instead of their original hypothetical snow shovel.
Why it matters: a testable blueprint for the exact moment customers decide a price change is reasonable or sneaky.
Read more ›People judge a price change less by its size than by whether the reason given for it feels legitimate.
Why it matters: the same fee rise, explained two different ways, produces two different complaint volumes.
Read more ›Cash, debit and credit aren't equivalent in the mind, even at the identical price: the payment method itself changes what gets bought.
Why it matters: your checkout's default payment method is a lever, not a neutral setting.
Read more ›The same six mechanisms, repeated across almost every subscription and pricing page on the internet.
Why it matters: a checklist for what your own pricing page is already doing, on purpose or not.
Read more ›