The way a menu presents options can influence what customers choose. Evidence from another setting is a starting point for a test, not a forecast for your purchase journey.
Review defaults, anchors, menu complexity and price presentation with both conversion and customer outcomes in view. Show the full price early, keep opting out clear, and measure incremental contribution alongside complaints and unintended choices.
Put it to work
Select one change to the purchase journey. Write the hypothesis, randomisation plan, primary measure, customer guardrails and test length before launch. Keep the product and price comparable where the test is intended to isolate presentation.
A question to try
What result in our own experiment would justify scaling this menu change?
