All berry behavioural bang

Here’s how Boost Juice has architected choice for its customers:

1. Defaulting customers to the most expensive option, increasing the odds that’s what they’ll choose*.

2. Anchoring from most expensive on the left. Had prices been reversed, it would have felt more painful to move from least to most expensive.

3. “Original” is only 60 cents more expensive than “Medium”, making it painful to downgrade because you don’t save much at all.

4. Calling the most expensive option “Original”, normalising it as a choice.

5. Creating visual clutter (i.e. so much green!) to increase the odds people will stick to the default. 

6. Not including the millilitres along with the sizes, so you really don’t know how much you’re buying.

*Interestingly, on their website, they default the nutritional information to Medium rather than Original. Why do you think they've done that?

What do you think of how they've influenced behaviour? Are you comfortable with what they've done?

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