{ "updated": "2026-10-16", "license": "Free to read; credit Nudgeswipe and keep source links.", "teardowns": [ { "slug": "economist-per-week-price-preselected-annual", "title": "The Economist prices a year by the week, and preselects it", "brand": "The Economist", "channel": "Pricing", "industry": "Media", "audience": "Prospective digital subscribers (US-priced page)", "bias": "price-framing", "secondary_biases": [ "reference-price", "default-status-quo" ], "what_they_did": [ "The annual plan is shown as \"$3.88/week\", not as an annual figure.", "\"Save $86.70*\" sits under it; the asterisk says savings are based on the renewal price.", "The real bill is shown in grey: \"$289 $202.30 for first year, then auto-renews at $289 annually\".", "The Annual option is already selected; the alternative is \"4 week: $0 first 4 weeks\"." ], "steps": [], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "The Economist uses temporal price framing: restating a yearly price per week makes it feel smaller (the pennies-a-day effect). The struck-through $289 and \"Save $86.70\" give a reference price to judge the offer against. The preselected Annual radio adds a default: doing nothing means choosing the annual plan. Whether this lifts conversion for The Economist is not public.", "context": "A premium publisher selling to prospective subscribers on its own subscribe page. The page we saw showed US dollar prices. The annual introductory price is likely the plan it most wants new subscribers on, since it's both badged and preselected.", "steal_this": [ "Restate an annual price in the unit people budget in (per week or per month), and keep the total visible on the same card.", "Show the reference price you're comparing against and say what it is (\"based on renewal price\").", "If you preselect a plan, preselect the one that suits most buyers and keep the alternative one click away." ], "what_to_test": "Per-week vs annual-total headline price on the same plan. Measure paid conversions and 90-day refund or cancel rate, not just clicks.", "watch_out": "Honest nudge as captured: the total, the renewal price and \"Cancel auto-renewal at any time\" are on the same screen. It would become a dark pattern if the total or renewal terms were hidden.", "source": "https://www.economist.com/subscribe", "emails": null, "url": "https://nudgeswipe.com/examples/economist-per-week-price-preselected-annual/" }, { "slug": "nuts-com-deadline-countdown-emails", "title": "Nuts.com counts the deadline down in the subject line", "brand": "Nuts.com", "channel": "Email", "industry": "Food & DTC", "audience": "Existing email subscribers", "bias": "urgency", "secondary_biases": [ "loss-aversion" ], "what_they_did": [ "Two sends 24 hours apart with the same offer; only the deadline wording changes, from \"Ends Tomorrow\" to \"Ends Today\".", "The offer leads and the deadline trails, so the subject still reads as a deal if it's cut off on mobile.", "The body headline is \"Build your own custom trail mix\", with \"20% off + free shipping\"." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Nuts.com uses a deadline: a specific, near cut-off gives people a reason to decide now instead of later. The \"ends\" wording also frames the last day as losing the 20%, a loss framing. Whether the second send earned more than a single email is not public.", "context": "A DTC food retailer emailing its existing list. The custom trail mix is likely a higher-value product it wants to push. Sending twice in the last 48 hours is a common end-of-promotion pattern.", "steal_this": [ "Plan the final 48 hours of any real promotion as two sends: \"ends tomorrow\", then \"ends today\". Change only the deadline words.", "Put the benefit first and the deadline last in the subject line.", "Exclude anyone who bought from the first send." ], "what_to_test": "One last-day email vs the two-step countdown. Measure revenue per recipient and unsubscribe rate.", "watch_out": "Honest nudge if the deadline is real and the offer doesn't come straight back. Deadlines that repeat or reset are fake urgency.", "source": null, "emails": [ { "date": "10 Oct 2026", "subject": "20% Off Your Own Trail Mix Ends Tomorrow", "url": "https://emaillove.com/email-inspiration-from-nuts-com-112" }, { "date": "11 Oct 2026", "subject": "20% Off Your Own Trail Mix Ends Today!", "url": "https://emaillove.com/email-inspiration-from-nuts-com-120" } ], "url": "https://nudgeswipe.com/examples/nuts-com-deadline-countdown-emails/" }, { "slug": "lacoste-members-week-triple-points-email", "title": "Lacoste turns a points multiplier into a weekend deadline", "brand": "Lacoste", "channel": "Email", "industry": "Fashion", "audience": "Loyalty programme members", "bias": "urgency", "secondary_biases": [], "what_they_did": [ "The subject pairs the benefit (\"3× Points\") with an end (\"Before It's Over\").", "The body headline is \"Triple your points this weekend\", with \"Earn 3× points on every purchase through October 5th\".", "The copy links points to \"your path to new Loyalty tiers, exclusive rewards, and member-only benefits\". No progress bar or points balance was visible in the capture we reviewed." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Lacoste uses urgency: the multiplier only runs until a named date, so members who were planning a purchase have a reason to make it now. We haven't tagged it goal gradient: the email mentions tiers but doesn't show a member's progress towards one. Results are not public.", "context": "A premium fashion brand emailing members of its loyalty club. A members-only week is likely meant to pull purchases forward and make the programme feel worth joining.", "steal_this": [ "Tie loyalty boosts to a short, named window (a weekend, a date), not an open-ended offer.", "Put the end date in the body in plain words, not just \"limited time\".", "If you have the data, add each member's points balance and distance to the next tier. That turns it into a goal-gradient email too." ], "what_to_test": "Generic \"3× points\" vs a personalised \"X points to your next tier\" version. Measure purchase rate in the window and in the 30 days after.", "watch_out": "Honest nudge if Members Week runs when it says it does and isn't extended again and again.", "source": null, "emails": [ { "date": "3 Oct 2026", "subject": "Lacoste Members Week: Earn 3× Points Before It's Over", "url": "https://emaillove.com/email-inspiration-from-lacoste-369" } ], "url": "https://nudgeswipe.com/examples/lacoste-members-week-triple-points-email/" }, { "slug": "duolingo-streak-loss-aversion", "title": "Duolingo explains its own streak in behavioural terms", "brand": "Duolingo", "channel": "Product / retention", "industry": "Edtech", "audience": "Active learners", "bias": "loss-aversion", "secondary_biases": [ "commitment-consistency" ], "what_they_did": [ "Duolingo's blog post: \"the habit-building research behind your duolingo streak\".", "It describes the streak as \"the feature that tracks the number of days in a row you've completed a lesson\".", "The post names \"loss aversion\" as part of why a streak motivates, and says thousands of people share their streaks on social media every day." ], "steps": [], "verdict": "conditional", "group": "Onboarding & retention", "why_it_nudges": "Duolingo uses loss aversion: a streak builds up value that one missed day would wipe out, so keeping it feels more urgent than earning something new. It also uses commitment and consistency: each day extends a visible record you don't want to break. Duolingo describes the design rationale publicly; this teardown doesn't claim any retention numbers beyond what Duolingo publishes.", "context": "A consumer learning app where daily practice is the core habit. The streak is a retention mechanic aimed at returning learners.", "steal_this": [ "Count consecutive days of the action you want (logins, sends, workouts) and show the number prominently.", "Add a forgiving mechanic so one slip doesn't end it, so people don't quit after losing it.", "Explain the mechanic openly, as Duolingo does. It builds trust." ], "what_to_test": "A streak counter with and without a 'freeze' option. Measure 30-day retention and how many lapsed users come back.", "watch_out": "Honest nudge as long as reminders inform rather than shame. Guilt-tripping notifications cross into confirmshaming.", "source": "https://blog.duolingo.com/how-duolingo-streak-builds-habit/", "emails": null, "url": "https://nudgeswipe.com/examples/duolingo-streak-loss-aversion/" }, { "slug": "linkedin-profile-strength-meter", "title": "LinkedIn turns profile completion into a meter", "brand": "LinkedIn", "channel": "Onboarding", "industry": "Social / careers", "audience": "Members setting up a profile", "bias": "goal-gradient", "secondary_biases": [], "what_they_did": [ "LinkedIn's Help article \"Create a good LinkedIn profile\".", "It tells members: \"Use your profile strength meter to gauge the strength of your profile.\"", "The meter frames setup as progress towards a stronger profile rather than a list of empty fields." ], "steps": [], "verdict": "honest", "group": "Onboarding & retention", "why_it_nudges": "LinkedIn uses goal gradient: a visible measure of progress gives people a reason to take the next step, and effort tends to rise as the goal gets closer. Whether the meter starts part-filled (which would add endowed progress) isn't shown in the Help page we captured, so we haven't claimed it. Completion rates are not public.", "context": "A professional network that needs complete profiles to power search, recommendations and recruiting. The help page is aimed at members setting up or improving a profile.", "steal_this": [ "Replace a setup checklist with a single progress measure.", "Show the next step and what it adds, not just the percentage.", "Count steps the user has already done (account created, email verified) towards the bar, if they're genuinely part of setup." ], "what_to_test": "Checklist vs progress meter in onboarding. Measure the share of users who complete setup within 7 days.", "watch_out": "Honest nudge. It would cross a line if the meter required sharing data that isn't needed for the product to work.", "source": "https://www.linkedin.com/help/linkedin/answer/a554351", "emails": null, "url": "https://nudgeswipe.com/examples/linkedin-profile-strength-meter/" }, { "slug": "slack-strikethrough-intro-price", "title": "Slack shows the full price struck through next to the intro price", "brand": "Slack", "channel": "Pricing", "industry": "SaaS", "audience": "Teams comparing plans", "bias": "reference-price", "secondary_biases": [ "social-proof" ], "what_they_did": [ "Paid plans carry \"50% OFF FOR THREE MONTHS*\".", "Pro shows \"$US8.75\" struck through next to \"$US4.38 per user/month, when paying monthly\".", "Business+ carries a \"BEST VALUE\" badge.", "Customer logos sit under the headline \"Choose a paid subscription that's built for businesses\"." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "Slack uses a reference price: the struck-through full price is the comparison point for judging the discounted one. The logo strip adds social proof. We captured this on 16 Oct; an earlier visit showed monthly vs annual per-user pricing instead, so Slack's offers change. Results are not public.", "context": "A B2B collaboration tool selling to teams on its public pricing page, with prices in US dollars when we visited. A three-month discount is likely aimed at moving free teams to paid.", "steal_this": [ "When you run an intro offer, show the real full price struck through next to it.", "Say exactly how long the discount lasts, next to the price.", "Put recognisable customer logos near the plan cards." ], "what_to_test": "Discounted price shown alone vs next to the struck-through full price. Measure paid conversions and churn after month 3.", "watch_out": "Honest nudge if $8.75 is the real price after three months. Inflated 'was' prices would be deceptive.", "source": "https://slack.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/slack-strikethrough-intro-price/" }, { "slug": "notion-recommended-business-plan", "title": "Notion labels one plan \"Recommended\" and leads with logos", "brand": "Notion", "channel": "Pricing", "industry": "SaaS", "audience": "Teams choosing a plan", "bias": "authority", "secondary_biases": [ "social-proof" ], "what_they_did": [ "The Business plan ($20 per member/month) carries a \"Recommended\" label.", "\"Trusted by teams at\" with a logo strip sits under the headline \"One tool to run your company\".", "A monthly/yearly toggle says \"Save up to 20% with yearly\"." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "Notion uses an authority cue: \"Recommended\" signals that someone who knows the product has already made the call, which reduces decision effort. It isn't a default, because nothing is preselected. The logo strip adds social proof. Results are not public.", "context": "A workspace tool selling to teams of different sizes. Business is likely the plan Notion wants growing teams on.", "steal_this": [ "Recommend one plan, and say who it's for.", "Put customer logos above the plans, not in the footer.", "Keep only one recommendation per page." ], "what_to_test": "No badge vs \"Recommended\" vs \"Recommended for teams of 10+\". Measure plan mix and refund rate.", "watch_out": "Honest nudge if the recommended plan genuinely fits the buyers it's shown to.", "source": "https://www.notion.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/notion-recommended-business-plan/" }, { "slug": "mailchimp-preselected-free-trial", "title": "Mailchimp preselects a free trial of its Standard plan", "brand": "Mailchimp", "channel": "Pricing", "industry": "Martech", "audience": "Small businesses evaluating email tools", "bias": "default-status-quo", "secondary_biases": [ "zero-price-effect", "social-proof" ], "what_they_did": [ "The side card is headed \"Standard\" with \"Try for free / Free for 14 days, then starts at $20/month\".", "That option's radio button is preselected; the alternative, \"Save 15% on 10,000+ contacts\", isn't.", "The main headline reads \"Try our Standard plan for free!\".", "Under the button: \"4.5 ... Based on 33,000+ reviews across G2 · Capterra · TrustRadius\"." ], "steps": [], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Mailchimp uses a default: the Standard trial is preselected, so the easiest path is to start that trial. \"Free\" is underlined in yellow, using the zero-price effect, and the review rating adds social proof. The plan recommender we noted earlier wasn't part of what we checked. Results are not public.", "context": "An email marketing platform selling to small businesses, with prices in US dollars on the page we saw. Standard is likely the plan it wants trials to start on.", "steal_this": [ "Preselect the plan most new users should trial, with the price after the trial on the same card.", "Show the review score from third-party sites next to the main button.", "Keep the alternative option visible and equally easy to choose." ], "what_to_test": "Preselected vs no preselection. Measure trial starts, trial-to-paid conversion and downgrades.", "watch_out": "Honest nudge as captured: the post-trial price is shown on the card. It would be a dark pattern if the trial converted to paid without clear notice.", "source": "https://mailchimp.com/pricing/marketing/", "emails": null, "url": "https://nudgeswipe.com/examples/mailchimp-preselected-free-trial/" }, { "slug": "spotify-two-months-for-zero", "title": "Spotify leads with \"£0\" and spells out the price after", "brand": "Spotify", "channel": "Pricing", "industry": "Consumer subscription", "audience": "Free users and new listeners in the UK", "bias": "zero-price-effect", "secondary_biases": [ "default-status-quo" ], "what_they_did": [ "The hero button reads \"Try 2 months for £0\".", "The plan terms say \"£0 for 2 months, then £12.99 per month after\".", "\"Offer only available if you haven't tried Premium before\"." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "Spotify uses the zero-price effect: £0 is treated as categorically different from a small price. The trial also relies on the status quo, because Premium continues at £12.99 a month unless you cancel. Results are not public.", "context": "A consumer music subscription marketing to UK listeners who haven't tried Premium. The aim is likely to build a listening habit during the trial before billing starts.", "steal_this": [ "Write the offer as \"£0\", not \"free trial\", where it fits.", "Put the price after the trial in the same block as the offer.", "Make the trial long enough for the habit to form." ], "what_to_test": "\"1 month for £0\" vs \"2 months for £0\". Measure conversion to paid at the end of the trial and 6-month retention.", "watch_out": "Honest nudge if the renewal price and how to cancel are shown at sign-up. Without them it becomes a hidden subscription.", "source": "https://www.spotify.com/uk/premium/", "emails": null, "url": "https://nudgeswipe.com/examples/spotify-two-months-for-zero/" }, { "slug": "shopify-one-dollar-intro", "title": "Shopify makes starting cost $1 a month", "brand": "Shopify", "channel": "Pricing", "industry": "Ecommerce platform", "audience": "New merchants", "bias": "present-bias", "secondary_biases": [ "default-status-quo" ], "what_they_did": [ "Headline: \"You've got plans. Us too.\"", "Under it: \"Try 3 days free, then $1/month for 3 months.\"", "The plan cards then show full prices, e.g. Basic $29/mo." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "Shopify uses present bias: a tiny cost now feels far smaller than the later $29+ a month. Once billing is set up, the plan rolls on unless the merchant acts (status quo bias). Results are not public.", "context": "An ecommerce platform selling to new merchants. The page we saw from a UK address showed US dollar prices. The low intro price likely helps merchants get through store setup before full billing starts.", "steal_this": [ "Replace a free trial with a token first payment if you need committed users.", "Show the full price on the same screen, as Shopify's plan cards do.", "Remind users before the intro price ends." ], "what_to_test": "Free trial vs $1 intro. Measure activation (first sale) and conversion to full price.", "watch_out": "Honest nudge if the move to full price is clearly communicated and cancelling is easy. Otherwise it becomes a hidden subscription or hard to cancel.", "source": "https://www.shopify.com/uk/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/shopify-one-dollar-intro/" }, { "slug": "apple-trade-in-upper-bound", "title": "Apple anchors trade-in value at the top of a range", "brand": "Apple", "channel": "Product page", "industry": "Consumer electronics", "audience": "UK iPhone buyers", "bias": "anchoring", "secondary_biases": [], "what_they_did": [ "The buy page says \"Get £25-£855 for your trade-in.\"", "Further down: \"Apple Trade In. Get £25-£855 credit towards your new iPhone.\"", "\"Answer a few questions to get your estimate.\"" ], "steps": [], "verdict": "grey", "group": "Homepages & product pages", "why_it_nudges": "Apple uses anchoring: the £855 upper figure sets an expectation of value, even though the range starts at £25 and the estimate depends on the device. How many buyers get near the top is not public.", "context": "A premium consumer electronics brand selling direct on its UK store. Trade-in lowers the effective price and likely keeps upgraders buying from Apple.", "steal_this": [ "If you show a range, show both ends, as Apple does.", "Give a quick estimate tool straight after the range.", "Show typical values, not just the maximum." ], "what_to_test": "Range vs \"typical trade-in £X\". Measure trade-in starts and how many complete.", "watch_out": "A grey area: showing both ends is honest, but leading with a maximum few people reach can mislead. Show typical values too.", "source": "https://www.apple.com/uk/shop/buy-iphone/iphone-16", "emails": null, "url": "https://nudgeswipe.com/examples/apple-trade-in-upper-bound/" }, { "slug": "ikea-365-day-returns", "title": "IKEA takes the regret out of buying furniture", "brand": "IKEA", "channel": "Checkout / policy", "industry": "Retail", "audience": "UK shoppers", "bias": "regret-aversion", "secondary_biases": [ "loss-aversion" ], "what_they_did": [ "Page title: \"Our IKEA return policy\".", "\"You can return most* unopened IKEA products within 365 days for a full refund— no rush.\"", "Tested and even assembled products are taken back within 365 days with a receipt." ], "steps": [], "verdict": "honest", "group": "Checkout & policies", "why_it_nudges": "IKEA uses regret aversion: a long, generous return window lowers the cost of a wrong choice, which removes a common reason to delay. 'Risk reversal' is the marketing name for the tactic. Results are not public.", "context": "A furniture retailer with UK shoppers, selling large items where fit and style are uncertain. The policy likely matters most for expensive, hard-to-judge purchases.", "steal_this": [ "Put your return window on product pages and in checkout, not only in the help centre.", "Say what's covered in plain words (\"even assembled\").", "Mark exclusions clearly with an asterisk and a link, as IKEA does." ], "what_to_test": "Return policy shown in checkout vs not. Measure conversion and return rate together.", "watch_out": "Honest nudge, with exclusions flagged on the page.", "source": "https://www.ikea.com/gb/en/customer-service/returns-claims/return-policy/", "emails": null, "url": "https://nudgeswipe.com/examples/ikea-365-day-returns/" }, { "slug": "diff-eyewear-cart-misses-you", "title": "DIFF gives the abandoned cart two one-click routes back to checkout", "brand": "DIFF Eyewear", "channel": "Email", "industry": "Fashion", "audience": "Shoppers who left items in their cart", "bias": "friction", "secondary_biases": [], "what_they_did": [ "The hero reads \"Your cart misses you!\" with a \"Return To Cart\" button.", "Under the product: \"You have great taste! These will look great on you!\", above the exact item and price.", "A second \"Complete checkout\" button sits under the item, followed by \"We think you'll like these too\"." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "DIFF reduces friction: two one-click routes back to a restored checkout, with the exact item and price shown. The ownership-style copy (\"your cart\", \"will look great on you\") may add a sense of ownership, but that's an inference we can't support, so it isn't tagged. Whether this beats a plain reminder is not public.", "context": "A DTC eyewear brand emailing shoppers who added an item and left. Cart recovery is usually an automated flow triggered within hours.", "steal_this": [ "Show the exact item, its image and price, not a generic 'you forgot something'.", "Link straight to a restored checkout, with one main button above the fold and a second under the item.", "Keep recommendations below the item they left." ], "what_to_test": "Ownership copy vs neutral reminder copy, same layout. Measure checkout completion per recipient.", "watch_out": "Honest nudge. It would cross a line if it implied the item was reserved or about to sell out when it wasn't.", "source": null, "emails": [ { "date": "3 Oct 2026", "subject": "Hi Friend, You left something in your cart", "url": "https://emaillove.com/email-inspiration-from-diff-eyewear-826" } ], "url": "https://nudgeswipe.com/examples/diff-eyewear-cart-misses-you/" }, { "slug": "the-north-face-cart-today-outdoors-tomorrow", "title": "The North Face keeps its abandoned-cart email to one job", "brand": "The North Face", "channel": "Email", "industry": "Outdoor retail", "audience": "Shoppers who left items in their cart", "bias": "friction", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Headline: \"In your cart today. In the outdoors tomorrow.\"", "Subline: \"Finish checking out - your gear closet will thank you.\" with one \"Head Back to Cart\" button, repeated under the product.", "The product (Men's Valley View Jacket) is shown large on its own before any recommendations." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "The North Face reduces friction: one message, one product, one action, repeated. The headline uses attribute (outcome) framing, describing the purchase by what it lets you do (be outdoors), not by the product or price. Results are not public.", "context": "A large outdoor apparel brand's automated cart reminder, sent to shoppers in its list.", "steal_this": [ "Give the email one job and one button, and repeat the button after the product.", "Write the headline about what the product lets them do, not about the cart.", "Push recommendations below the item they left." ], "what_to_test": "Single-product layout vs product plus a recommendations grid near the top. Measure checkout completion.", "watch_out": "Honest nudge: a plain reminder with no false pressure.", "source": null, "emails": [ { "date": "21 Sep 2026", "subject": "You left something in your cart.", "url": "https://emaillove.com/email-inspiration-from-the-north-face-294" } ], "url": "https://nudgeswipe.com/examples/the-north-face-cart-today-outdoors-tomorrow/" }, { "slug": "evelyn-bobbie-fit-expert-cart-email", "title": "Evelyn & Bobbie sends the abandoned cart from a named fit expert", "brand": "Evelyn & Bobbie", "channel": "Email", "industry": "Fashion", "audience": "Shoppers who left items in their cart", "bias": "authority", "secondary_biases": [ "regret-aversion" ], "what_they_did": [ "A photo and signature from \"Loulou, fit expert and customer experience guru\", Head of Customer Experience.", "\"If you have any questions about products, fit, or general inquiries I am always available to help! Just respond to this email.\"", "\"Remember - with our 60-day risk-free return and exchange policy, you can shop with confidence.\" A \"Live in it for 60 days, risk free\" band follows." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Evelyn & Bobbie uses an authority cue: a named expert with a face answers the likely reason people abandon a bra purchase (fit). An in-house job title is a weaker expertise cue than an independent third party. The 60-day risk-free returns address fit regret (regret aversion). Results are not public.", "context": "A DTC bra brand where fit uncertainty is likely the main barrier. The subject line reads as service, not a sales push.", "steal_this": [ "Send the cart reminder from a real, named person whose job matches the likely objection.", "Invite replies, and make sure someone answers them.", "Name your guarantee in the body when uncertainty is the barrier." ], "what_to_test": "Brand-voice reminder vs named-expert reminder. Measure checkout completion and reply rate.", "watch_out": "Honest nudge, provided Loulou is a real person who answers replies. A made-up persona would be deceptive.", "source": null, "emails": [ { "date": "12 Sep 2026", "subject": "Anything we can help you with?", "url": "https://emaillove.com/email-inspiration-from-evelyn-bobbie-80" } ], "url": "https://nudgeswipe.com/examples/evelyn-bobbie-fit-expert-cart-email/" }, { "slug": "delta-welcome-100000-customers", "title": "DELTA's welcome email leads with 100,000 customers", "brand": "DELTA", "channel": "Email", "industry": "Food & drink", "audience": "New subscribers", "bias": "social-proof", "secondary_biases": [], "what_they_did": [ "\"Welcome to Delta! The most loved THC seltzer.\" with a \"Get 20% off\" button.", "A band reads \"Loved by over 100,000 happy customers\" with five stars.", "A welcome code, \"WELCOME20\", is set out in its own block." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "DELTA uses social proof: a large customer count (\"Loved by over 100,000 happy customers\") is meant to reassure new subscribers who haven't tried the product. The sign-up discount is an incentive, not a gift. We haven't been able to source the 100,000 figure; it's DELTA's own claim. Results are not public.", "context": "A drinks brand's first email to new subscribers, likely triggered by a signup form.", "steal_this": [ "Put one specific proof number in the welcome email, near the offer.", "Make the code easy to copy and also apply it with the button.", "Keep the welcome to one offer and one action." ], "what_to_test": "Welcome email with vs without the proof band. Measure first-order rate within 14 days.", "watch_out": "Honest nudge only if \"Loved by over 100,000\" and \"most loved\" can be substantiated; otherwise it's fake social proof. DELTA sells a THC product, so age-gating applies.", "source": null, "emails": [ { "date": "15 Oct 2026", "subject": "Your 20% off welcome offer", "url": "https://emaillove.com/email-inspiration-from-delta" } ], "url": "https://nudgeswipe.com/examples/delta-welcome-100000-customers/" }, { "slug": "flow-welcome-thanks-discount", "title": "Flow frames its welcome discount as a thank-you", "brand": "Flow", "channel": "Email", "industry": "Food & drink", "audience": "New subscribers", "bias": "reciprocity", "secondary_biases": [], "what_they_did": [ "Headline: \"Welcome to the club\".", "\"You've joined a community that values wellness, sustainability, and exceptional taste.\"", "\"As our way of saying thanks, enjoy 10% off your first order with code FLOWLOVE10.\"" ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Flow's discount is framed as reciprocity: it's presented as thanks for joining rather than a push to buy. True reciprocity research uses gifts with no strings; a coupon only pays out if you buy, so this borrows the framing without the full mechanism (evidence for this use: mixed). The 'club' and 'community' wording adds an identity cue. Results are not public.", "context": "A spring water brand's welcome email. The 10% offer is modest, so the framing is doing much of the work.", "steal_this": [ "Frame the welcome offer as thanks for something the subscriber already did.", "Name who they've joined in one line.", "Follow with 2-3 starter products, not the whole range." ], "what_to_test": "\"Thanks for joining: 10% off\" vs \"Get 10% off your first order\". Measure first-order rate.", "watch_out": "Honest nudge.", "source": null, "emails": [ { "date": "15 Oct 2026", "subject": "Welcome to Flow 👋", "url": "https://emaillove.com/email-inspiration-from-flow-mineral-spring-water-23" } ], "url": "https://nudgeswipe.com/examples/flow-welcome-thanks-discount/" }, { "slug": "sharper-image-back-in-stock-bestseller", "title": "Sharper Image calls its restocked weather station a bestseller", "brand": "Sharper Image", "channel": "Email", "industry": "Consumer electronics", "audience": "Subscribers", "bias": "social-proof", "secondary_biases": [], "what_they_did": [ "The subject line calls the product \"Our Bestselling Weather Station\" and says it's \"Back In Stock\".", "The body opens \"Outlook: colorful\" with the product, then a \"Why we love it\" section and a feature grid.", "A sitewide \"20% off\" banner sits above." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Sharper Image uses social proof: calling the product \"Our Bestselling\" signals that many others chose it. Nothing in the email says stock is limited, so we don't claim scarcity. Results are not public.", "context": "A gadget retailer's broadcast email to its list. Restock emails are often sent to people who asked to be notified, but this one appears to be a general send.", "steal_this": [ "When a popular item returns, say both: it's back, and it's popular.", "If you have real data, add it (\"sold out twice since June\").", "Keep the reason to buy (features) under the hook." ], "what_to_test": "\"Back in stock\" vs \"Back in stock: our bestseller\" subject lines. Measure clicks and purchases.", "watch_out": "Honest nudge if the item really is a bestseller. Adding a false 'only a few left' would be fake scarcity.", "source": null, "emails": [ { "date": "15 Oct 2026", "subject": "Back In Stock: Our Bestselling Weather Station 🌦️", "url": "https://emaillove.com/email-inspiration-from-sharper-image-835" } ], "url": "https://nudgeswipe.com/examples/sharper-image-back-in-stock-bestseller/" }, { "slug": "tea-forte-give-20-get-20", "title": "Tea Forté makes referral a two-way gift, and offers a snooze", "brand": "Tea Forté", "channel": "Email", "industry": "Food & drink", "audience": "Existing customers", "bias": "incentive", "secondary_biases": [ "reciprocity" ], "what_they_did": [ "\"Give $20 / Get $20. For a limited time, refer a friend or family member and you'll both receive $20 off your order.\"", "A three-step \"How it works\" explains the friend's discount, your reward, and a cap of 10 referrals.", "At the very top: \"Not ready to shop? Click to snooze these emails for 14 days.\"" ], "steps": [], "verdict": "grey", "group": "Email", "why_it_nudges": "Tea Forté uses a two-sided referral incentive: both people get $20. Reciprocity covers only the referrer's side, where passing on a $20 gift makes asking a friend feel like a favour. The 14-day snooze link at the top is meant to reduce unsubscribes by offering a pause instead (outcome not public). Results are not public.", "context": "A premium tea brand's referral push to existing customers in the run-up to the gifting season.", "steal_this": [ "Lead with what the friend gets, then what the referrer gets.", "Explain the mechanics in three numbered steps.", "Add a 'snooze for 14 days' link at the top of promotional emails." ], "what_to_test": "Snooze link vs no snooze link. Measure unsubscribe rate and 30-day revenue per subscriber.", "watch_out": "Mixed. The snooze link is good practice. But \"for a limited time\" with no end date is fake urgency, so give a real date or drop the line.", "source": null, "emails": [ { "date": "10 Oct 2026", "subject": "Share the Love ♥️ Give $20 / Get $20", "url": "https://emaillove.com/email-inspiration-from-tea-forte-31" } ], "url": "https://nudgeswipe.com/examples/tea-forte-give-20-get-20/" }, { "slug": "nanit-referral-friend-gets-more", "title": "Nanit gives the friend five times what the referrer gets", "brand": "Nanit", "channel": "Email", "industry": "Consumer electronics", "audience": "Existing customers (parents)", "bias": "incentive", "secondary_biases": [ "mental-accounting" ], "what_they_did": [ "Headline: \"Get $20 for each friend you refer\".", "\"Turn 'You HAVE to get one' into real savings. Send friends a code for $100 off, and you'll bank $20 for yourself when they purchase.\"", "\"How it works\" in three ticked steps, ending \"You receive $20 cash back\"." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Nanit uses a referral incentive weighted to the friend ($100 off vs $20 for the referrer), which makes sharing feel generous. Calling the reward \"cash back\" you \"bank\" puts it in a different mental account from store credit (evidence for reward labelling: mixed). Results are not public.", "context": "A baby-monitor brand where word of mouth between parents likely drives sales. The copy borrows the line parents already say to each other.", "steal_this": [ "Weight the reward towards the friend when your customers are recommending to people they care about.", "Quote the recommendation customers already make (\"You HAVE to get one\").", "Say what form the reward takes (cash vs credit)." ], "what_to_test": "Symmetric (give $50/get $50) vs asymmetric (give $100/get $20). Measure referral sends and completed referrals.", "watch_out": "Honest nudge if the $20 really is cash. If it's store credit, the \"cash back\" wording misleads.", "source": null, "emails": [ { "date": "9 Aug 2026", "subject": "Get $20 for each friend you refer (and your friend gets $100 off)", "url": "https://emaillove.com/email-inspiration-from-nanit-10" } ], "url": "https://nudgeswipe.com/examples/nanit-referral-friend-gets-more/" }, { "slug": "rspca-two-minutes-then-do-more", "title": "RSPCA asks for 2 minutes, then offers a bigger ask", "brand": "RSPCA", "channel": "Email", "industry": "Charity (UK)", "audience": "UK campaign supporters", "bias": "commitment-consistency", "secondary_biases": [ "friction" ], "what_they_did": [ "The subject line asks for \"2 minutes\" (the subscriber's first name is replaced here).", "First CTA: \"I'll take action\", for a UK Government consultation on trail hunting.", "Then \"Want to do more? Personal responses can have an even bigger impact... write your own submission using the simple guide\", with a \"Share my views\" button." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "RSPCA uses commitment and consistency: a small, time-bounded first action, then a bigger optional one. Classic foot-in-the-door puts the bigger ask after the person has said yes; here both are in one email, so it's a ladder of engagement, FITD-like. Stating \"2 minutes\" reduces perceived effort (friction). Response numbers are not public.", "context": "A major UK animal welfare charity mobilising supporters for a government consultation. Action hosted by the League Against Cruel Sports.", "steal_this": [ "State the time an action takes in the subject line, and make it true.", "Offer the small action first and the bigger one second, in the same email.", "Give a guide or template for the bigger action to keep effort low." ], "what_to_test": "Single CTA vs small-then-bigger structure. Measure total actions and the share who take the second one.", "watch_out": "Honest nudge, provided the 2-minute claim is true.", "source": null, "emails": [ { "date": "5 May 2026", "subject": "[Name], take 2 minutes to save our wildlife 🦡", "url": "https://emaillove.com/email-inspiration-from-rspca-61" } ], "url": "https://nudgeswipe.com/examples/rspca-two-minutes-then-do-more/" }, { "slug": "dorai-sale-ends-tonight-did-you-shop", "title": "Dorai puts the deadline in three words and the exact cut-off in the small print", "brand": "Dorai Home", "channel": "Email", "industry": "Home", "audience": "Subscribers", "bias": "urgency", "secondary_biases": [], "what_they_did": [ "Subject: \"Sale. Ends. Tonight. (Did you shop yet?)\"", "Body: \"But don't get too cozy - the sale ends tonight! Shop before the deals end.\"", "Small print: \"Offer ends October 14, 2026 at 11:59pm MDT.\"" ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Dorai uses urgency: the full stops slow the subject line down so the deadline lands, and the bracketed question nudges people who meant to shop but didn't. The exact end time makes the deadline concrete. Results are not public.", "context": "A US home goods brand's last-day sale email to its list.", "steal_this": [ "Put the deadline at the start of the subject line on the last day.", "State the exact end time somewhere in the email.", "Add a short, personal-sounding question for people who opened earlier emails but didn't buy." ], "what_to_test": "Last-day email with vs without the bracketed question. Measure revenue per recipient.", "watch_out": "Honest only if the sale isn't extended or brought back. If it is, it's fake urgency.", "source": null, "emails": [ { "date": "14 Oct 2026", "subject": "Sale. Ends. Tonight. (Did you shop yet?)", "url": "https://emaillove.com/email-inspiration-from-dorai-home-110" } ], "url": "https://nudgeswipe.com/examples/dorai-sale-ends-tonight-did-you-shop/" }, { "slug": "calm-trial-start-renewal-disclosure", "title": "Calm's trial email states the renewal date, price and how to cancel", "brand": "Calm", "channel": "Email", "industry": "Health & wellness", "audience": "New free-trial users", "bias": "default-status-quo", "secondary_biases": [ "regret-aversion" ], "what_they_did": [ "\"You will not be billed until after your free trial ends on Jul 27, 2026. On that day, your annual subscription will start and you will be charged $79.99 + applicable taxes.\"", "\"If you do not wish to start an annual subscription, please cancel at least 24 hours before the end of your free trial,\" with a \"Manage Subscription\" link.", "An invoice block shows \"Yearly x 1, $79.99\"." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Calm's trial relies on the status quo: the annual plan starts unless the user acts. This email is the honest version of that default. It names the date, the amount and the cancel route on day one, which removes the fear of being caught out (regret aversion). Conversion and refund rates are not public.", "context": "A meditation app's transactional email sent when a free trial starts. Transactional emails like this are often legally required to carry renewal terms in some markets.", "steal_this": [ "In the trial-start email, state the exact charge date and amount in one sentence.", "Link straight to cancellation or plan management, not to a help centre search.", "Send a reminder before the charge date too." ], "what_to_test": "Plain disclosure vs disclosure plus a 'reminder 3 days before' promise. Measure trial-to-paid conversion and chargeback/refund rate.", "watch_out": "Honest nudge: a default with full disclosure. Removing the date, amount or cancel link would make it a hidden subscription.", "source": null, "emails": [ { "date": "20 Jul 2026", "subject": "Your free trial to Calm", "url": "https://emaillove.com/email-inspiration-from-calm-2" } ], "url": "https://nudgeswipe.com/examples/calm-trial-start-renewal-disclosure/" }, { "slug": "calm-trial-cancelled-graceful-ending", "title": "Calm ends a cancelled trial without guilt or a hard sell", "brand": "Calm", "channel": "Email", "industry": "Health & wellness", "audience": "Users who cancelled a free trial", "bias": "peak-end", "secondary_biases": [ "friction" ], "what_they_did": [ "\"You have canceled your free trial to Calm Premium. We're sorry to see you go.\"", "\"Your access to the Premium content will last until Monday, July 27, 2026. After that date, you are welcome to enjoy the free content on Calm.\"", "One plain link to resubscribe, \"once your free trial has ended\"." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Calm uses the peak-end rule: the last interaction likely shapes the memory of the whole experience. Treating one confirmation email as \"the end\" is our inference; the research comes from remembered episodes. A short, respectful confirmation that keeps access until the original end date leaves a good final impression, and a low-friction way back. Win-back rates are not public.", "context": "A meditation app's cancellation confirmation, sent to users who cancelled during a free trial.", "steal_this": [ "Confirm cancellation in one sentence, without guilt-tripping.", "Keep paid access until the date they already had.", "Leave one quiet route back, and say what stays free." ], "what_to_test": "Plain confirmation vs confirmation with a discount offer. Measure 90-day resubscribe rate and complaints.", "watch_out": "Honest nudge: this is the opposite of hard-to-cancel and confirmshaming patterns.", "source": null, "emails": [ { "date": "22 Jul 2026", "subject": "Your Calm free trial is canceled", "url": "https://emaillove.com/email-inspiration-from-calm-4" } ], "url": "https://nudgeswipe.com/examples/calm-trial-cancelled-graceful-ending/" }, { "slug": "uniqlo-hello-again-win-back", "title": "Uniqlo's win-back gives a $10 voucher with a $100 threshold", "brand": "Uniqlo", "channel": "Email", "industry": "Fashion", "audience": "Lapsed customers (US list)", "bias": "incentive", "secondary_biases": [ "mental-accounting" ], "what_they_did": [ "Subject: \"It's been a while.\" Headline: \"Hello again!\"", "\"Get $10 off your next online or in-store purchase when you spend $100 or more.\"", "Below: \"Download the app + get $10 off $75+\" and \"Sign up for texts\"." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Uniqlo uses a conditional incentive: $10 off once you spend $100. A fixed-value voucher may feel like a separate pot of money (mental accounting, mixed evidence for this use), and the threshold encourages a bigger basket. Results are not public.", "context": "A global fashion retailer's win-back email to its US list, likely triggered by a period of no purchases. It also tries to move customers to app and SMS.", "steal_this": [ "Keep the win-back subject short and human.", "Give a fixed-value voucher with a threshold just above your typical basket.", "Offer the same customer a second channel (app or SMS) in the same email." ], "what_to_test": "$10 off $100 vs 10% off with no threshold. Measure reactivation rate and average order value.", "watch_out": "Honest nudge if the terms are as shown.", "source": null, "emails": [ { "date": "3 Sep 2026", "subject": "It's been a while.", "url": "https://emaillove.com/email-inspiration-from-uniqlo-642" } ], "url": "https://nudgeswipe.com/examples/uniqlo-hello-again-win-back/" }, { "slug": "mori-where-most-parents-start", "title": "MORI points lapsed parents to \"where most parents start\"", "brand": "MORI", "channel": "Email", "industry": "Baby & kids (UK)", "audience": "Lapsed subscribers", "bias": "social-proof", "secondary_biases": [ "choice-overload" ], "what_they_did": [ "A re-engagement subject: \"It's been a while - here's what's new at MORI\".", "Hero: \"everything your family needs... You'll find it all here, thoughtfully chosen for every stage of childhood.\"", "A grid headed \"where most parents start\": Sleepwear, Daywear, Outerwear, Toys." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "MORI uses social proof as a navigation aid: \"where most parents start\" is a descriptive norm that tells a returning subscriber which door to walk through. Narrowing a wide range to four starting points also reduces choice overload. Results are not public.", "context": "A UK baby clothing brand re-engaging subscribers who haven't opened or bought recently.", "steal_this": [ "Label your category grid with what most customers do first.", "Limit the grid to four starting points.", "Make the win-back about what's new, not only a discount." ], "what_to_test": "Plain category grid vs \"where most customers start\". Measure click-through and first-order rate among lapsed subscribers.", "watch_out": "Honest nudge if the order reflects real behaviour.", "source": null, "emails": [ { "date": "29 Sep 2026", "subject": "It's been a while - here's what's new at MORI 💫", "url": "https://emaillove.com/email-inspiration-from-mori-335" } ], "url": "https://nudgeswipe.com/examples/mori-where-most-parents-start/" }, { "slug": "office-fits-of-the-season-ugc", "title": "OFFICE sells trainers with customers' own outfits", "brand": "OFFICE", "channel": "Email", "industry": "Footwear (UK)", "audience": "UK subscribers", "bias": "social-proof", "secondary_biases": [], "what_they_did": [ "Subject: \"How you're wearing it\". Hero: \"'fits of the season\".", "\"From On to adidas and New Balance, see the trainers showing up in your 'fits right now - and take a little inspiration for your next one.\"", "Street-style photos with product and price, e.g. \"New Balance 983 Trainers £160.00\"." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "OFFICE uses social proof: showing products on real people in real streets signals what people like the reader are wearing now. It also helps people picture the product in their own wardrobe. Results are not public.", "context": "A UK footwear retailer's weekly-style broadcast to its list, built around customer or creator photos.", "steal_this": [ "Build an email around how customers use or wear the product.", "Tag each photo with the product and price.", "Say 'your' in the subject line when the content comes from customers." ], "what_to_test": "Studio product shots vs customer photos for the same products. Measure clicks and revenue per recipient.", "watch_out": "Honest nudge if the photos are from real customers or are clearly labelled as creators.", "source": null, "emails": [ { "date": "15 Oct 2026", "subject": "How you're wearing it 👟", "url": "https://emaillove.com/email-inspiration-from-office-431" } ], "url": "https://nudgeswipe.com/examples/office-fits-of-the-season-ugc/" }, { "slug": "sakuto-ever-wondered-damascus", "title": "Sakuto opens a question in the subject line and answers it in the first line", "brand": "Sakuto Knives", "channel": "Email", "industry": "Homeware (UK)", "audience": "Subscribers", "bias": "information-gap", "secondary_biases": [], "what_they_did": [ "Subject: \"Ever wondered what makes Damascus blades so special?\"", "Hero: \"Damascus pattern: art + performance in one kitchen knife\".", "The answer comes straight away: \"The swirling, one-of-a-kind Damascus pattern is forged from folded layers of steel - true blacksmith art, no printed fake texture.\"" ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Sakuto uses an information gap: a specific question most readers can't answer creates curiosity to open. The email closes the gap immediately rather than holding it back. The evidence for curiosity effects is mixed, and opens are not public.", "context": "A UK kitchen knife retailer's content-led promotional email.", "steal_this": [ "Ask a specific question about your product that customers can't answer yet.", "Answer it in the first two lines of the email.", "Link the answer to why the product costs what it does." ], "what_to_test": "Question subject line vs benefit subject line. Measure opens and, more importantly, clicks and revenue.", "watch_out": "Honest nudge because the gap is closed. Questions that the email never answers are clickbait.", "source": null, "emails": [ { "date": "13 Oct 2026", "subject": "Ever wondered what makes Damascus blades so special?", "url": "https://emaillove.com/email-inspiration-from-sakuto-knives-23" } ], "url": "https://nudgeswipe.com/examples/sakuto-ever-wondered-damascus/" }, { "slug": "rest-this-bed-or-that-bed-quiz", "title": "Rest turns choosing bedding into a series of two-option questions", "brand": "Rest", "channel": "Email", "industry": "Home", "audience": "Subscribers", "bias": "choice-overload", "secondary_biases": [], "what_they_did": [ "Headline: \"This bed or that bed?\"", "Binary questions with photo buttons: \"A stack of 5 pillows / Just one, please\", \"Fan ON, all night / Fan OFF\", \"At least a night light / Lights OUT\".", "More questions follow (\"Pre-bedtime pick?\")." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Rest simplifies choice: each question has only two answers, so a complex decision becomes a few easy ones. Choice-overload evidence is mixed, so treat this as worth testing. Results are not public.", "context": "A bedding brand's broadcast email. Email Love's notes describe it as reading like a quick personality quiz.", "steal_this": [ "Break a complicated choice into 3-5 either/or questions.", "Use images for each option.", "Make each answer link to a pre-filtered collection." ], "what_to_test": "Quiz-style email vs a standard collection email. Measure click-through and conversion.", "watch_out": "Honest nudge.", "source": null, "emails": [ { "date": "13 Oct 2026", "subject": "🛏️ How many pillows should you have?", "url": "https://emaillove.com/email-inspiration-from-rest-387" } ], "url": "https://nudgeswipe.com/examples/rest-this-bed-or-that-bed-quiz/" }, { "slug": "musicbed-177-worth-free-trial", "title": "Musicbed values its free trial at $177 and explains the renewal", "brand": "Musicbed", "channel": "Email", "industry": "Creative software", "audience": "Prospects", "bias": "zero-price-effect", "secondary_biases": [ "reference-price" ], "what_they_did": [ "Headline: \"Get $177 worth of song licenses - free.\"", "\"License up to three songs for free... keep them cleared for use, even if you cancel.\"", "\"Decide before your trial ends. Cancel within 14 days at no cost. After that, your trial rolls over to an annual subscription.\"" ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Musicbed uses the zero-price effect, and puts a dollar value on the free part ($177) so 'free' has a reference point. It also tells people they keep the three songs if they cancel, which lowers the risk of trying. Results are not public.", "context": "A music licensing service for video creators, emailing prospects to start a 14-day trial.", "steal_this": [ "Put a credible value on what the trial includes.", "Let people keep something even if they cancel.", "State the rollover terms in the same email, in plain words." ], "what_to_test": "Trial email with vs without the dollar value. Measure trial starts and trial-to-paid conversion.", "watch_out": "Honest nudge: renewal terms are stated up front. Hiding the annual rollover would be a hidden subscription.", "source": null, "emails": [ { "date": "13 Oct 2026", "subject": "✅ 3 Free Songs ✅ Unlimited Sound Effects ✅ Licensed Forever", "url": "https://emaillove.com/email-inspiration-from-musicbed-78" } ], "url": "https://nudgeswipe.com/examples/musicbed-177-worth-free-trial/" }, { "slug": "jane-iredale-free-full-size-gift", "title": "Jane Iredale gives a $38 'value' gift with a $100 order", "brand": "Jane Iredale", "channel": "Email", "industry": "Beauty", "audience": "Subscribers", "bias": "zero-price-effect", "secondary_biases": [ "reference-price" ], "what_they_did": [ "\"Free full-size PurePressed Eye Shadow Triple with all orders $100+\", with code MYEYETRIO.", "A badge on the product image says \"$38 value\".", "\"Pick from 12 triples\" lets the customer choose which one." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Jane Iredale uses the zero-price effect: a free full-size product is valued more than an equivalent discount. The \"$38 value\" badge gives a reference price for the gift. Results are not public.", "context": "A cosmetics brand's gift-with-purchase promotion, a long-standing beauty retail tactic.", "steal_this": [ "Offer a free full-size product instead of a percentage off, if your margins allow.", "Show the gift's retail value next to it.", "Let customers pick their gift from a few options." ], "what_to_test": "Free gift ($38 value) vs $20 off $100. Measure conversion and margin per order.", "watch_out": "Honest nudge if the $38 is the real retail price. 'Don't miss' copy shouldn't imply a deadline that doesn't exist.", "source": null, "emails": [ { "date": "11 Sep 2026", "subject": "Don't miss your FREE Eye Shadow Triple", "url": "https://emaillove.com/email-inspiration-from-jane-iredale-376" } ], "url": "https://nudgeswipe.com/examples/jane-iredale-free-full-size-gift/" }, { "slug": "castlery-refer-both-get-100", "title": "Castlery frames referral as \"a new beginning for them, a little thank-you for you\"", "brand": "Castlery", "channel": "Email", "industry": "Furniture", "audience": "Existing customers (US list)", "bias": "incentive", "secondary_biases": [ "reciprocity" ], "what_they_did": [ "\"When your friend joins The Castlery Club, they will receive $100 off their first purchase... and you will also be rewarded with $100 off.\"", "\"A new beginning for them. A little thank-you for you.\"", "A footer band: free swatches, free shipping over $1,399, interior styling service, 30-day returns." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "Castlery uses a two-sided referral incentive ($100 each). Reciprocity covers the referrer's side, framed as \"a new beginning for them, a little thank-you for you\". Evidence on referral rewards is thinner than on core biases, so this is rated mixed. Results are not public.", "context": "A furniture brand with high-value orders emailing its existing customers about its referral programme.", "steal_this": [ "Write one line for what the friend gets and one for what you get.", "Make both rewards the same size if you want the 'thank-you' framing to read as fair.", "Mark terms clearly with an asterisk and link." ], "what_to_test": "Equal vs friend-weighted reward. Measure referral rate and referred-order value.", "watch_out": "Honest nudge with T&Cs flagged.", "source": null, "emails": [ { "date": "9 Sep 2026", "subject": "Earn $100* when you refer a friend", "url": "https://emaillove.com/email-inspiration-from-castlery-211" } ], "url": "https://nudgeswipe.com/examples/castlery-refer-both-get-100/" }, { "slug": "guardian-reader-funded-support-ask", "title": "The Guardian asks readers to give back for journalism they already read free", "brand": "The Guardian", "channel": "Pricing", "industry": "Media (UK)", "audience": "UK readers of the free site", "bias": "reciprocity", "secondary_biases": [ "authority" ], "what_they_did": [ "Headline: \"Support fearless, independent journalism\". \"We're not owned by a billionaire or shareholders – our readers support us.\"", "Three tiers: Support £4/month, All-access digital £10/month (tagged \"Recommended\"), Digital plus £18/month.", "The recommended tier reads \"£10/month for 6 months, then £14/month*\", and lists \"Far fewer asks for support\" as a benefit. \"Cancel anytime\" sits under the intro." ], "steps": [], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "The Guardian frames the ask as giving back after free reading: readers have already had the journalism with no paywall and no strings. Reciprocity fits the £4 Support tier best; the £10 and £18 tiers are paid products with benefits, so they are partly an exchange. The evidence for reciprocity comes from favours and gifts, not subscription pricing. A \"Recommended\" badge on the middle tier is an authority cue, and the 6-month intro price also leans on present bias. Results are not public.", "context": "A UK news publisher with no paywall, asking readers to support it on a recurring basis. Prices shown in pounds.", "steal_this": [ "If you give real value free, name it plainly before you ask for anything.", "Explain why you're asking (who funds you) in one sentence.", "Show the price after the intro period on the same card." ], "what_to_test": "Reader-funding explanation vs no explanation above the tiers. Measure supporter conversion and 6-month retention.", "watch_out": "Honest nudge: the post-intro £14 and \"Cancel anytime\" are on the page. Listing \"Far fewer asks for support\" as a benefit is honest about the trade-off.", "source": "https://support.theguardian.com/uk/contribute", "emails": null, "url": "https://nudgeswipe.com/examples/guardian-reader-funded-support-ask/" }, { "slug": "trainline-railcard-finder-questions", "title": "Trainline replaces a list of Railcards with three questions", "brand": "Trainline", "channel": "Onboarding", "industry": "Travel (UK)", "audience": "UK rail travellers choosing a Railcard", "bias": "choice-overload", "secondary_biases": [ "friction" ], "what_they_did": [ "Headline: \"We'll find the right digital Railcard for you\".", "Three dropdowns: \"How old are you?\", \"Who do you usually travel with?\", \"Do you travel within London and the South East?\"", "An escape hatch for people who already know: \"I know the right Railcard for me\"." ], "steps": [], "verdict": "conditional", "group": "Onboarding & retention", "why_it_nudges": "Trainline simplifies choice: the UK has many Railcards, and three questions narrow them to the right one, with an equal-weight route for people who already know. This also reduces the effort of comparing eligibility rules (friction). Choice-overload evidence is mixed, and results are not public.", "context": "A UK rail booking app selling digital Railcards, which come with eligibility rules by age, group and region.", "steal_this": [ "When customers must pick from many similar products, ask 2-3 questions instead of listing them.", "Offer a direct route for people who already know what they want.", "Use plain questions about the customer, not about product names." ], "what_to_test": "Question-led finder vs product list. Measure purchase completion and wrong-card refunds.", "watch_out": "Conditional: honest only if the finder recommends the cheapest Railcard you're eligible for, not the one that earns Trainline most, and the \"I know the right Railcard for me\" route stays equal in weight. We haven't tested the finder's recommendations.", "source": "https://www.thetrainline.com/railcards", "emails": null, "url": "https://nudgeswipe.com/examples/trainline-railcard-finder-questions/" }, { "slug": "ft-limited-time-offers-dated", "title": "The FT dates its offer and starts at $1", "brand": "Financial Times", "channel": "Pricing", "industry": "Media", "audience": "Prospective subscribers (US-priced page)", "bias": "urgency", "secondary_biases": [ "reference-price" ], "what_they_did": [ "\"Save with limited-time offers - ends October 28th\".", "A Trial at \"$1 for 4 weeks\", then $75 per month.", "Standard Digital shows \"$540\" struck through next to \"$299 for your first year\", with a \"Save over 40%\" tag." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "The FT uses urgency with a named end date, and struck-through prices as reference points. The $1 trial also leans on present bias. Our visit from a UK address was redirected to US pricing, so UK prices may differ. Results are not public.", "context": "A premium business publisher's subscription page. Prices shown were in US dollars.", "steal_this": [ "Give a limited-time offer a real date.", "Show the full price next to the trial price and the first-year price.", "Put the post-trial monthly price on the trial card." ], "what_to_test": "Dated offer vs undated 'limited time'. Measure conversion and how many people come back after the date.", "watch_out": "Honest nudge if the offer ends on the 28th and the struck-through prices are real former prices. The $75/month rollover should sit next to the $1 CTA. Repeating 'ends on' dates would be fake urgency.", "source": "https://www.ft.com/products", "emails": null, "url": "https://nudgeswipe.com/examples/ft-limited-time-offers-dated/" }, { "slug": "puregym-zero-joining-fee-ends-monday", "title": "PureGym pairs a £0 joining fee with \"ends Monday\"", "brand": "PureGym", "channel": "Homepage banner", "industry": "Fitness (UK)", "audience": "UK prospective members", "bias": "zero-price-effect", "secondary_biases": [ "urgency" ], "what_they_did": [ "Site-wide banner: \"Get 30% off your first 3 months and £0 joining fee. Use code: SAVE30.\"", "\"Hurry, ends Monday!\"", "\"Selected gyms only\"." ], "steps": [], "verdict": "grey", "group": "Homepages & product pages", "why_it_nudges": "PureGym uses the zero-price effect: a £0 joining fee removes a visible upfront cost, which is treated differently from a small one. \"Ends Monday\" adds urgency, though without a date. Results are not public. (The page body didn't load in our capture; this teardown covers the banner only.)", "context": "A UK low-cost gym chain promoting a joining offer across its site.", "steal_this": [ "If you charge an upfront fee, test waiving it rather than discounting the monthly price.", "Name the end day and date.", "Put eligibility (\"selected gyms only\") in the banner, as PureGym does." ], "what_to_test": "£0 joining fee vs equivalent monthly discount. Measure joins and 6-month retention.", "watch_out": "Watch the line: \"Ends Monday\" gives no date. We'll re-check next week; if it rolls over, it is fake urgency. Banner-only capture.", "source": "https://www.puregym.com/membership/", "emails": null, "url": "https://nudgeswipe.com/examples/puregym-zero-joining-fee-ends-monday/" }, { "slug": "octopus-which-recommended-reviews", "title": "Octopus leads with Which? and 891,063 reviews", "brand": "Octopus Energy", "channel": "Homepage", "industry": "Energy (UK)", "audience": "UK households comparing suppliers", "bias": "authority", "secondary_biases": [ "social-proof" ], "what_they_did": [ "A trust bar: \"Which? Recommended Provider 9 years running\".", "\"Rated 4.8 stars for customer service from 891,063 reviews\".", "Headline: \"Join the UK's most popular energy supplier\" with a postcode box: \"Enter your postcode to get a quote\"." ], "steps": [], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "Octopus uses authority (an independent consumer body's recommendation) and social proof (review count and 'most popular'), right next to a one-field quote form that keeps effort low. Results are not public.", "context": "A UK energy supplier's homepage. Switching energy supplier is a low-trust, high-hassle decision for many households.", "steal_this": [ "Put independent third-party endorsements above your own claims.", "Use a specific review count rather than 'thousands'.", "Pair trust signals with a single, low-effort first step." ], "what_to_test": "Trust bar above vs below the quote form. Measure quote starts.", "watch_out": "Honest nudge if the claims are current and sourced. 'Most popular' needs a stated basis. Any \"most popular\" claim needs a stated basis.", "source": "https://octopus.energy/", "emails": null, "url": "https://nudgeswipe.com/examples/octopus-which-recommended-reviews/" }, { "slug": "netflix-cancel-in-three-steps", "title": "Netflix documents a three-step cancel and \"That's it!\"", "brand": "Netflix", "channel": "Help / support (policy)", "industry": "Streaming", "audience": "Members who want to cancel (US help page)", "bias": "friction", "secondary_biases": [], "what_they_did": [ "\"You can cancel your Netflix account at any time.\"", "Steps: go to Manage your membership, tap Cancel, then Finish Cancellation. \"That's it! A confirmation email will be sent.\"", "\"This is the only way to cancel... Signing out or deleting the Netflix app doesn't cancel your account.\"" ], "steps": [], "verdict": "honest", "group": "Checkout & policies", "why_it_nudges": "Netflix documents a low-friction cancellation publicly. This is the brand's stated policy from its help centre, not a step-by-step capture of the flow, which could add steps or offers the article doesn't mention. Easy, documented exits remove a reason not to sign up, and the note about deleting the app prevents accidental ongoing charges. Churn effects are not public.", "context": "Netflix's help centre article on cancelling, viewed in its US version. A policy example: we did not capture the live cancel flow from a test account.", "steal_this": [ "Publish your cancellation steps in plain words.", "Keep cancellation to the same number of steps as sign-up.", "Warn people about things that look like cancelling but aren't." ], "what_to_test": "Not an A/B case: treat it as a standard to meet. Track cancellation-related complaints and chargebacks.", "watch_out": "Honest: the opposite of the hard-to-cancel pattern.", "source": "https://help.netflix.com/en/node/407", "emails": null, "url": "https://nudgeswipe.com/examples/netflix-cancel-in-three-steps/" }, { "slug": "spotify-cancel-keep-your-playlists", "title": "Spotify's cancel article says you keep your playlists", "brand": "Spotify", "channel": "Help / support (policy)", "industry": "Consumer subscription", "audience": "UK Premium members who want to cancel", "bias": "regret-aversion", "secondary_biases": [ "endowment-effect" ], "what_they_did": [ "\"Cancel your Premium plan any time on your account page. Go to Manage your plan. Select Cancel subscription.\"", "\"Your Premium stays until your next billing date, then your account switches to free.\"", "\"You keep your playlists and saved music when your account is free.\" A note says zero-priced free trials end immediately and can't be reactivated." ], "steps": [], "verdict": "honest", "group": "Checkout & policies", "why_it_nudges": "Spotify documents that leavers keep their playlists and saved music, which reduces the loss people fear when cancelling (regret aversion). The endowment effect is why those playlists matter, not a retention hook here. Keeping Premium until the billing date makes cancelling feel less final. This is Spotify's documented policy, not a capture of the live flow. Results are not public.", "context": "Spotify's UK support article for cancelling Premium. A policy example: we did not capture the live cancel flow from a test account.", "steal_this": [ "On your cancel page, say what users keep.", "Let paid access run to the end of the period.", "Spell out edge cases, such as trials ending immediately." ], "what_to_test": "Cancel page with vs without the 'what you keep' line. Measure reactivation within 90 days.", "watch_out": "Honest nudge: cancelling is straightforward and the reminder is true.", "source": "https://support.spotify.com/uk/article/cancel-premium/", "emails": null, "url": "https://nudgeswipe.com/examples/spotify-cancel-keep-your-playlists/" }, { "slug": "monzo-pots-salary-sorter", "title": "Monzo sells budgeting as labelled Pots", "brand": "Monzo", "channel": "Homepage", "industry": "Fintech / banking", "audience": "UK adults choosing a current account", "bias": "mental-accounting", "secondary_biases": [ "default-status-quo" ], "what_they_did": [ "\"Your salary sorted into Pots. Your spare change turned into savings.\"", "\"Use Salary Sorter to divide up your income… into separate Pots for bills, spending and whatever else… Set it up once, and we'll take it from there.\"", "\"Round up your spare change… Automatically send spare change to your savings every time you spend.\"" ], "steps": [], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Monzo uses mental accounting directly: money gets labelled jars (bills, spending, savings) instead of one balance. 'Set it up once' turns the split into a default that keeps running. Results are not public.", "context": "Monzo UK homepage, captured 16 Oct 2026. The page also lists savings, credit and investment products, each with its own risk notice.", "steal_this": [ "Let customers name and ring-fence money or credits for a purpose.", "Make the useful split a one-time setup that then runs by default.", "Show the label in the product, not just in marketing copy." ], "what_to_test": "Onboarding with vs without a prompted 'create your first Pot' step. Measure 60-day active use.", "watch_out": "Honest nudge: the user picks the labels and can move money freely.", "source": "https://monzo.com/", "emails": null, "url": "https://nudgeswipe.com/examples/monzo-pots-salary-sorter/" }, { "slug": "starling-spaces-and-service-survey", "title": "Starling ties budget Spaces to virtual cards", "brand": "Starling Bank", "channel": "Homepage", "industry": "Fintech / banking", "audience": "UK adults choosing a current account", "bias": "mental-accounting", "secondary_biases": [], "what_they_did": [ "\"Set aside money with Spaces within the app, separated from your balance.\"", "\"Create virtual debit cards linked to the Spaces you've set up, and only spend what you've budgeted.\"", "An 'Independent service quality survey results' block, published August 2026 as a regulatory requirement." ], "steps": [], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Spaces uses mental accounting, and the virtual card per Space makes the label binding at the till. Results are not public.", "context": "Starling UK homepage, captured 16 Oct 2026. A cookie dialog covered part of the page and is cropped out. The page also carries the independent service-quality survey, which UK current-account providers are required to publish. It's a disclosure, not a nudge Starling chose.", "steal_this": [ "Tie a budget label to a spending tool so the label actually limits spend.", "Let users create and rename budgets themselves.", "Show the budget's balance wherever the card is used." ], "what_to_test": "Spaces explainer with vs without the virtual-card line. Measure Space creation in the first week.", "watch_out": "Honest nudge: the survey is mandatory and links to the full results.", "source": "https://www.starlingbank.com/", "emails": null, "url": "https://nudgeswipe.com/examples/starling-spaces-and-service-survey/" }, { "slug": "klaviyo-free-plan-limits-up-front", "title": "Klaviyo leads with 'Start with a free plan' and lists the caps", "brand": "Klaviyo", "channel": "Pricing page", "industry": "SaaS", "audience": "Ecommerce marketers evaluating an ESP", "bias": "zero-price-effect", "secondary_biases": [ "friction" ], "what_they_did": [ "Headline: \"Klaviyo pricing: Start with a free plan\".", "\"Up to 250 profiles · 500 emails/month · $5 of mobile messages/month · $5 of Composer usage/month\".", "\"Email support for first 60 days\"." ], "steps": [], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Klaviyo uses the zero-price effect, making free the headline rather than a footnote. Listing the caps beside it lowers the friction of working out what free means. Evidence on zero-price is mixed outside consumer goods, so treat this as a B2B adaptation. Results are not public.", "context": "Klaviyo UK pricing page, captured 16 Oct 2026. Allowances are shown in USD on the UK page.", "steal_this": [ "If you have a free tier, lead with it and state its limits next to it.", "Quote allowances in units buyers already plan in (profiles, sends).", "Say when free support ends." ], "what_to_test": "Free plan headline vs paid-plan-first. Measure signups and paid conversion at 90 days.", "watch_out": "Honest nudge: the limits are explicit.", "source": "https://www.klaviyo.com/uk/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/klaviyo-free-plan-limits-up-front/" }, { "slug": "hubspot-starter-strikethrough-limited-time", "title": "HubSpot shows Starter at $7 against $20, for a limited time", "brand": "HubSpot", "channel": "Pricing page", "industry": "SaaS", "audience": "Marketing leads comparing CRM suites", "bias": "reference-price", "secondary_biases": [], "what_they_did": [ "Banner: \"Save up to 65% on Starter… New customers only. Select offers available for a limited time.\"", "Starter: \"Starts at $7/mo/seat\" shown with \"$20/mo/seat\".", "Professional: \"Starts at $800/mo\" next to \"$890/mo\"; annual flagged \"BEST VALUE\"." ], "steps": [], "verdict": "grey", "group": "Pricing & paywalls", "why_it_nudges": "HubSpot uses reference prices: the higher figure beside each price frames the lower one as a saving. The 'limited time' line has no end date, so we don't count it as urgency; it's a flag. Results are not public.", "context": "HubSpot Marketing Hub pricing, captured 16 Oct 2026 from the UK. The page defaulted to USD.", "steal_this": [ "If you show a reference price, make it one customers actually paid.", "Put an end date on any 'limited time' claim.", "Say who the offer is for (here, new customers only)." ], "what_to_test": "Price with vs without the reference figure. Measure Starter purchases and churn at month 3.", "watch_out": "Watch the line: an undated 'limited time' offer drifts towards fake urgency, and struck-through prices must be real list prices.", "source": "https://www.hubspot.com/pricing/marketing", "emails": null, "url": "https://nudgeswipe.com/examples/hubspot-starter-strikethrough-limited-time/" }, { "slug": "zapier-pay-yearly-save-33", "title": "Zapier frames annual billing as 'Save 33%'", "brand": "Zapier", "channel": "Pricing page", "industry": "SaaS", "audience": "Ops and marketing teams buying automation", "bias": "price-framing", "secondary_biases": [ "reference-price" ], "what_they_did": [ "Billing toggle: \"Pay monthly | Pay yearly (Save 33%)\".", "A task slider: \"How many tasks do you need? 100 2K 10K 100K 1M 2M\".", "Free plan: \"Free forever $0 /month\"; Professional \"Starting from $19.99 /month\"." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "Zapier uses price framing: annual billing is described as a 33% saving against the monthly price, which acts as the reference, rather than as a bigger upfront charge. The task slider asks you to size your need before seeing the price. Results are not public.", "context": "Zapier pricing page, captured 16 Oct 2026 from the UK, in USD.", "steal_this": [ "Express the annual discount as a saving, and show the annual total too.", "Let buyers size usage first so the price feels fitted.", "Keep the free plan visible as the floor." ], "what_to_test": "'Save 33%' vs showing the annual total. Measure annual-plan share and refund requests.", "watch_out": "Honest nudge if the annual total is easy to find before checkout.", "source": "https://zapier.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/zapier-pay-yearly-save-33/" }, { "slug": "linear-free-for-everyone-40000-companies", "title": "Linear's pricing: 'Free for everyone' and 40,000 companies", "brand": "Linear", "channel": "Pricing page", "industry": "SaaS", "audience": "Product and engineering leads", "bias": "social-proof", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "Free: \"$0 Free for everyone · Unlimited members · 2 teams · 250 issues\".", "Basic $10 and Business $16 \"per user/month, Billed yearly\".", "\"Trusted by more than 40,000 companies\" directly under the plans." ], "steps": [], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "Linear uses social proof at the decision point, putting its own company count (Linear's claim) right under the plan cards. The free tier caps issues, not members, so whole teams can try it. Results are not public.", "context": "Linear pricing page, captured 16 Oct 2026. The 40,000 figure is Linear's own claim.", "steal_this": [ "Put your adoption proof under the plans, not only on the homepage.", "Cap free on usage, not seats, if you need team-wide trials.", "Link proof to customer stories." ], "what_to_test": "Plans with vs without the proof line. Measure free-to-paid within 60 days.", "watch_out": "Honest nudge if the count is current and verifiable.", "source": "https://linear.app/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/linear-free-for-everyone-40000-companies/" }, { "slug": "duolingo-super-trial-reminder-timeline", "title": "Duolingo Super shows a three-step trial timeline", "brand": "Duolingo", "channel": "App onboarding / trial", "industry": "Consumer subscription / edtech", "audience": "Free learners considering Super", "bias": "default-status-quo", "secondary_biases": [ "regret-aversion" ], "what_they_did": [ "CTA: \"START MY 1 WEEK FREE\" with \"no commitment. cancel anytime.\"", "\"We'll send you reminders about when your free trial is going to end!\"", "Timeline: \"Today… Day 5 Get reminded when your trial is about to end · Day 7 Your account is charged, cancel anytime 24 hours before\"." ], "steps": [], "verdict": "honest", "group": "Onboarding & retention", "why_it_nudges": "Duolingo's trial relies on the default: it auto-renews unless you act. The timeline is the honest disclosure, spelling out the charge date and promising a reminder, which reduces fear of a surprise charge (regret aversion). Results are not public.", "context": "Duolingo Super page, captured 16 Oct 2026 from the UK. Compare Calm's trial-start disclosure in this library.", "steal_this": [ "Show the trial as a dated timeline: today, reminder day, charge day.", "Promise a reminder and send it.", "State the cancel cut-off in hours." ], "what_to_test": "Trial page with vs without the timeline. Measure trial starts and chargebacks.", "watch_out": "Honest nudge: this is the opposite of a hidden auto-renew. See deceptive.design on forced continuity.", "source": "https://www.duolingo.com/super", "emails": null, "url": "https://nudgeswipe.com/examples/duolingo-super-trial-reminder-timeline/" }, { "slug": "booking-genius-levels-yours-for-life", "title": "Booking.com Genius: levels you keep 'for life'", "brand": "Booking.com", "channel": "Loyalty page", "industry": "Travel", "audience": "Travellers deciding whether to sign up", "bias": "goal-gradient", "secondary_biases": [ "endowment-effect" ], "what_they_did": [ "\"Easy to keep: After unlocking each Genius Level, the rewards are yours to enjoy for life. Easy to grow: The more you book, the more you get.\"", "Level 2 \"upon completing 5 bookings in 2 years\"; Level 3 \"upon completing 15 bookings in 2 years\".", "\"Every booking counts towards your progress.\"" ], "steps": [], "verdict": "grey", "group": "Checkout & policies", "why_it_nudges": "Genius uses a goal gradient: visible levels with booking counts give a next step to aim at. Saying earned levels are 'yours to keep' frames them as owned, which leans on the endowment effect. Results are not public.", "context": "Booking.com Genius page, captured 16 Oct 2026, shown in USD. The FAQ \"Why is my Genius level lower than it was before?\" answers: \"We don't demote members to lower levels. Once you've unlocked a level, the rewards you get at that level are yours for life.\" (read 16 Oct 2026, logged out).", "steal_this": [ "Publish exact thresholds for each tier.", "Show progress after every purchase.", "Only say 'for life' if the terms really say so." ], "what_to_test": "Tier page with vs without a progress bar. Measure repeat bookings in 12 months.", "watch_out": "Watch the line: the page's own FAQ says members aren't demoted, so \"for life\" matches the stated terms. We haven't checked the full programme T&Cs.", "source": "https://www.booking.com/genius.html", "emails": null, "url": "https://nudgeswipe.com/examples/booking-genius-levels-yours-for-life/" }, { "slug": "gymshark-rotating-incentive-banner", "title": "Gymshark rotates five offers in one top banner", "brand": "Gymshark", "channel": "Homepage banner", "industry": "Retail / fashion", "audience": "UK shoppers", "bias": "incentive", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "Rotating banner: \"Get 15% off when you sign up for emails\".", "\"Free standard delivery on orders over £50\" (the slide in the capture).", "\"Students get an extra 12% off\" and \"Get £10 off when you refer a friend\"." ], "steps": [], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Gymshark uses plain incentives, each tied to one action (sign up, verify as a student, refer). Free delivery over £50 is a threshold incentive whose 'free' part relies on the zero-price effect. A static banner shows no progress, so it isn't a goal gradient. Results are not public.", "context": "Gymshark UK homepage, captured 16 Oct 2026. The banner rotates; the screenshot shows one slide, the others are from the page text.", "steal_this": [ "Tie each incentive to one clear action.", "Rotate offers rather than stacking them in one line.", "State the threshold in the basket too." ], "what_to_test": "Banner with vs without the free-delivery slide. Measure share of orders just over £50.", "watch_out": "Honest nudge: terms are plain.", "source": "https://uk.gymshark.com/", "emails": null, "url": "https://nudgeswipe.com/examples/gymshark-rotating-incentive-banner/" }, { "slug": "headspace-annual-preselected-monthly-equivalent", "title": "Headspace preselects annual and shows it per month", "brand": "Headspace", "channel": "Pricing page", "industry": "Consumer subscription / wellness", "audience": "New users choosing a plan", "bias": "default-status-quo", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Annual card is ticked and labelled \"Best value\": \"Annual – 14 days free – $69.99 $5.83 USD/month\".", "Monthly: \"7 days free – $12.99 USD/month\".", "\"After your free trial, the annual subscription is $69.99 USD and automatically renews each year.\"" ], "steps": [], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Headspace uses a default (annual already ticked) and price framing (the annual price restated per month). A longer trial on annual adds a reason to keep the default. The renewal line is plain. Results are not public.", "context": "Headspace subscriptions page, captured 16 Oct 2026 from the UK; prices shown in USD.", "steal_this": [ "If you preselect a plan, show both the total and per-month figure.", "Put the renewal sentence right under the plans.", "Offer a real difference (here, trial length) not just a label." ], "what_to_test": "Annual preselected vs no preselection. Measure annual share and first-year refunds.", "watch_out": "Honest nudge as captured: preselection is fine only with full disclosure, and the total, renewal and cancel are shown before the CTA. USD capture.", "source": "https://www.headspace.com/subscriptions", "emails": null, "url": "https://nudgeswipe.com/examples/headspace-annual-preselected-monthly-equivalent/" }, { "slug": "ocado-price-matched-to-tesco", "title": "Ocado uses Tesco's prices as its reference", "brand": "Ocado", "channel": "Homepage", "industry": "Grocery", "audience": "UK grocery shoppers", "bias": "reference-price", "secondary_biases": [ "incentive" ], "what_they_did": [ "\"Our Ocado Price Promise matches your like-for-like shop to tesco.com on over 10,000 products, even Clubcard prices.\"", "Tile: \"YOUR SHOP PRICE MATCHED TO OVER 10,000 TESCO PRODUCTS\".", "Banner: \"Save 25% on the food in your first order + 3 months unlimited free deliveries… Min spend £60. Max saving £20.\"" ], "steps": [], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "Ocado uses a competitor as the reference price, answering 'is it dearer?' before it is asked. The first-order offer is an incentive with the caps stated. Results are not public.", "context": "Ocado UK homepage, captured 16 Oct 2026, logged out.", "steal_this": [ "If you price-match, name who you match.", "State caps (min spend, max saving) in the banner itself.", "Pair a reference price with a reason to switch now." ], "what_to_test": "Price Promise tile vs a generic 'great value' tile. Measure first-order conversion.", "watch_out": "Honest nudge if the match is as described; Ocado links to terms.", "source": "https://www.ocado.com/", "emails": null, "url": "https://nudgeswipe.com/examples/ocado-price-matched-to-tesco/" }, { "slug": "duolingo-homepage-two-buttons-one-promise", "title": "Duolingo puts one giant \"Get started\" in front of everything", "brand": "Duolingo", "channel": "Homepage", "industry": "Education", "audience": "New visitors (logged out)", "bias": "friction", "secondary_biases": [ "authority" ], "what_they_did": [ "The hero has one solid green \"GET STARTED\" button; \"I ALREADY HAVE AN ACCOUNT\" sits below it as a quieter outline button.", "The headline promises \"The most fun way to learn languages, chess, and more!\" No price, no form fields.", "Further down, a \"backed by science\" section says it uses \"research-backed teaching methods\"." ], "steps": [ { "text": "The hero has one solid green \"GET STARTED\" button; \"I ALREADY HAVE AN ACCOUNT\" sits below it as a quieter outline button.", "bias": "friction" }, { "text": "The headline promises \"The most fun way to learn languages, chess, and more!\" No price, no form fields.", "bias": "friction" }, { "text": "Further down, a \"backed by science\" section says it uses \"research-backed teaching methods\".", "bias": "authority" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Duolingo removes friction from the first step: one obvious action, no form, no price on the page. The quieter \"already have an account\" button keeps returning users moving without competing for attention. The \"backed by science\" section leans on authority. Whether this layout lifts sign-ups for Duolingo is not public.", "context": "A freemium learning app whose web homepage exists mainly to start a new learner or send an existing one back in.", "steal_this": [ "Give the homepage one primary action and make the secondary one visibly quieter.", "Delay forms and prices until after the first click if the product is free to start.", "If you claim research backing, link to it." ], "what_to_test": "Single CTA vs two equal-weight CTAs. Measure started sign-ups and day-7 retention.", "watch_out": "Honest nudge: both paths are clearly labelled and nothing is hidden. \"Research shows that it works\" is Duolingo's own claim; we haven't checked it.", "source": "https://www.duolingo.com/", "emails": null, "url": "https://nudgeswipe.com/examples/duolingo-homepage-two-buttons-one-promise/" }, { "slug": "airbnb-total-price-and-guest-favourite", "title": "Airbnb shows the total price and a \"Guest favourite\" badge on every card", "brand": "Airbnb", "channel": "Homepage", "industry": "Travel", "audience": "UK visitors browsing stays (logged out)", "bias": "social-proof", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Listing cards carry a \"Guest favourite\" badge on the photo.", "Each card shows a total for specific dates, e.g. \"22–24 Jan · £465 total\", not a nightly rate.", "A star rating such as \"5.0\" or \"4.95\" sits beside the price." ], "steps": [ { "text": "Listing cards carry a \"Guest favourite\" badge on the photo.", "bias": "social-proof" }, { "text": "Each card shows a total for specific dates, e.g. \"22–24 Jan · £465 total\", not a nightly rate.", "bias": "price-framing" }, { "text": "A star rating such as \"5.0\" or \"4.95\" sits beside the price.", "bias": "social-proof" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "The \"Guest favourite\" badge and star average are social proof: other guests' ratings stand in for your own judgement. Showing a dated total instead of a nightly rate frames the price as the real amount you'll pay. Whether these lift bookings for Airbnb is not public.", "context": "A two-sided marketplace where trust in an unknown host is the main hurdle, and where nightly prices that grow at checkout have drawn complaints.", "steal_this": [ "Summarise reviews into one clear badge, and define what earns it.", "Show the all-in price people will actually pay, at the point they compare options." ], "what_to_test": "Total vs nightly price on listing cards. Measure checkout completion and post-booking complaints about price.", "watch_out": "Honest nudge: totals up front reduce drip pricing. A badge becomes misleading if the criteria behind it are hidden or paid for.", "source": "https://www.airbnb.co.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/airbnb-total-price-and-guest-favourite/" }, { "slug": "uber-homepage-see-prices-before-sign-up", "title": "Uber lets you \"See prices\" before you sign up", "brand": "Uber", "channel": "Homepage", "industry": "Mobility", "audience": "Logged-out visitors", "bias": "friction", "secondary_biases": [], "what_they_did": [ "The hero is a booking widget: \"Go anywhere\", with pick-up and drop-off fields.", "The button says \"See prices\", not \"Sign up\" or \"Book\".", "Lower down, \"How to request a ride\" breaks the trip into five steps, ending with \"Rate and tip\"." ], "steps": [ { "text": "The hero is a booking widget: \"Go anywhere\", with pick-up and drop-off fields.", "bias": "friction" }, { "text": "The button says \"See prices\", not \"Sign up\" or \"Book\".", "bias": "friction" }, { "text": "Lower down, \"How to request a ride\" breaks the trip into five steps, ending with \"Rate and tip\".", "bias": "friction" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Starting with the task (where are you going?) instead of an account form removes friction. \"See prices\" is a plain label for the next step, so the first click feels like getting a quote, not committing. Whether this lifts sign-ups for Uber is not public.", "context": "A ride-hailing app whose website pushes people into the booking flow or the app.", "steal_this": [ "Let people start the task before asking them to create an account.", "Label the first button with what they get (\"See prices\"), not what you want (\"Sign up\")." ], "what_to_test": "\"See prices\" vs \"Request now\" on the hero button. Measure quote views and first rides.", "watch_out": "Honest nudge, provided the prices shown are the prices charged.", "source": "https://www.uber.com/gb/en/", "emails": null, "url": "https://nudgeswipe.com/examples/uber-homepage-see-prices-before-sign-up/" }, { "slug": "booking-com-free-cancellation-and-reviews-reassurance", "title": "Booking.com answers \"what if I change my mind?\" before you search", "brand": "Booking.com", "channel": "Homepage", "industry": "Travel", "audience": "Logged-out visitors (USD shown)", "bias": "regret-aversion", "secondary_biases": [ "social-proof", "urgency" ], "what_they_did": [ "\"Why Booking.com?\" opens with \"Book now, pay at the property\" and \"FREE cancellation on most rooms\".", "\"300M+ reviews from fellow travellers\" sits beside it.", "An offer reads \"Late Escape Deal: 15% or more off end-of-year stays… Book by 7 Jan 2027\"." ], "steps": [ { "text": "\"Why Booking.com?\" opens with \"Book now, pay at the property\" and \"FREE cancellation on most rooms\".", "bias": "regret-aversion" }, { "text": "\"300M+ reviews from fellow travellers\" sits beside it.", "bias": "social-proof" }, { "text": "An offer reads \"Late Escape Deal: 15% or more off end-of-year stays… Book by 7 Jan 2027\".", "bias": "urgency" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "\"Pay at the property\" and free cancellation take away the fear of regretting a booking, so committing feels safe. The review count is social proof at scale. The dated Late Escape Deal adds a deadline, with a real end date shown. Whether these lift bookings for Booking.com is not public.", "context": "An online travel agency competing with hotels' own sites. Reassurance about changing plans is central to its pitch.", "steal_this": [ "Name the risk people fear and remove it in plain words, close to the main action.", "If you use a deadline, print the date." ], "what_to_test": "Reassurance strip above vs below the search box. Measure searches started and bookings.", "watch_out": "Mostly honest: the deadline is dated and cancellation is real on \"most rooms\". Watch the word \"most\": the exceptions need to be just as clear at checkout.", "source": "https://www.booking.com/", "emails": null, "url": "https://nudgeswipe.com/examples/booking-com-free-cancellation-and-reviews-reassurance/" }, { "slug": "netflix-starts-at-cheapest-plan-email-first", "title": "Netflix leads with \"Starts at US$8.99\" and asks only for an email", "brand": "Netflix", "channel": "Homepage / sign-up", "industry": "Streaming", "audience": "Logged-out visitors (USD shown)", "bias": "friction", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Under the headline: \"Starts at US$8.99. Cancel at any time.\"", "The only field is \"Email address\", with \"Get Started\". There's no plan choice yet.", "The FAQ includes \"How do I cancel?\"" ], "steps": [ { "text": "Under the headline: \"Starts at US$8.99. Cancel at any time.\"", "bias": "price-framing" }, { "text": "The only field is \"Email address\", with \"Get Started\". There's no plan choice yet.", "bias": "friction" }, { "text": "The FAQ includes \"How do I cancel?\"", "bias": "regret-aversion" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "One field (\"Email address\") keeps the first step light, which removes friction. \"Starts at US$8.99\" is a \"from\" price: it leads with the low entry price of the ad-supported plan. The email-first step likely leads into plan choice, but we didn't capture those later steps. \"Cancel at any time\" and the cancel FAQ reduce the fear of getting stuck. Whether this lifts sign-ups for Netflix is not public.", "context": "A subscription streamer whose cheapest plan includes adverts. Higher tiers come later in the flow.", "steal_this": [ "If you lead with a \"from\" price, make sure the cheapest plan is really available.", "Ask for one small thing first; save the rest for after the commitment.", "Answer \"how do I cancel?\" on the landing page." ], "what_to_test": "\"Starts at\" price vs no price on the landing page. Measure sign-ups and plan mix.", "watch_out": "Honest as captured: the plan is real and cancellation is stated. It becomes a bait-and-switch if the \"from\" plan is hard to find later in the flow.", "source": "https://www.netflix.com/", "emails": null, "url": "https://nudgeswipe.com/examples/netflix-starts-at-cheapest-plan-email-first/" }, { "slug": "amazon-prime-30-days-on-us", "title": "Amazon frames the Prime trial as \"30 days, on us\"", "brand": "Amazon", "channel": "Paywall / trial", "industry": "Retail", "audience": "Logged-out visitors to amazon.co.uk/amazonprime", "bias": "zero-price-effect", "secondary_biases": [], "what_they_did": [ "The hero headline reads \"Your next 30 days, on us: welcome to everything Prime\".", "Below, \"Unlock the best of Amazon with Prime\" lists benefits as icons (delivery, video, deals)." ], "steps": [ { "text": "The hero headline reads \"Your next 30 days, on us: welcome to everything Prime\".", "bias": "zero-price-effect" }, { "text": "Below, \"Unlock the best of Amazon with Prime\" lists benefits as icons (delivery, video, deals).", "bias": "zero-price-effect" } ], "verdict": "grey", "group": "Pricing & paywalls", "why_it_nudges": "\"On us\" frames the trial as a gift rather than a cheaper price: the zero-price effect (free feels different from cheap). We captured the hero only, not Amazon's current sign-up or cancel flow. Whether this framing lifts trial starts for Amazon is not public.", "context": "A retailer whose paid membership bundles delivery, video and deals. The trial converts to a paid plan.", "steal_this": [ "If the trial is truly free, say so plainly, and state what it costs afterwards in the same view." ], "what_to_test": "\"30 days, on us\" vs \"Free 30-day trial\". Measure trial starts and month-2 retention.", "watch_out": "Grey area: the hero we captured doesn't show the price after the trial next to \"on us\". In June 2023 the US FTC sued Amazon, alleging Prime sign-up and cancellation used dark patterns; Amazon settled in September 2025 ($2.5bn total) and agreed to clearer disclosures and easier cancellation. That case covered the US; our capture is UK.", "source": "https://www.amazon.co.uk/amazonprime", "emails": null, "url": "https://nudgeswipe.com/examples/amazon-prime-30-days-on-us/" }, { "slug": "notion-homepage-customer-quotes-from-founders", "title": "Notion lets named founders and leaders make its case", "brand": "Notion", "channel": "Homepage", "industry": "SaaS", "audience": "Logged-out visitors", "bias": "authority", "secondary_biases": [ "social-proof" ], "what_they_did": [ "\"Get Notion free\" is the main button, with \"Request a demo\" beside it.", "A quote is credited to \"Michael Truell, Co-founder & CEO\".", "A \"Trusted by teams that ship\" section groups named quotes by job title." ], "steps": [ { "text": "\"Get Notion free\" is the main button, with \"Request a demo\" beside it.", "bias": "friction" }, { "text": "A quote is credited to \"Michael Truell, Co-founder & CEO\".", "bias": "authority" }, { "text": "A \"Trusted by teams that ship\" section groups named quotes by job title.", "bias": "social-proof" } ], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "Quotes from named leaders with job titles borrow their authority; \"Trusted by teams\" adds social proof. Leading with \"free\" removes the price question from the first click. Whether this lifts sign-ups for Notion is not public.", "context": "A workspace tool selling to individuals for free and to teams on paid plans.", "steal_this": [ "Use named, titled quotes, and pick people your buyer respects.", "Pair the free start with a demo route for bigger buyers." ], "what_to_test": "Named exec quotes vs anonymous customer logos. Measure sign-ups by company size.", "watch_out": "Honest nudge if the quotes are real and current. It crosses the line if endorsements are paid and that isn't disclosed.", "source": "https://www.notion.com/", "emails": null, "url": "https://nudgeswipe.com/examples/notion-homepage-customer-quotes-from-founders/" }, { "slug": "youtube-premium-trial-reminder-7-days", "title": "YouTube Premium promises a reminder 7 days before the free month ends", "brand": "YouTube", "channel": "Paywall / trial", "industry": "Streaming", "audience": "Logged-out visitors (USD shown)", "bias": "zero-price-effect", "secondary_biases": [ "regret-aversion" ], "what_they_did": [ "The main button reads \"Try 1 month for US$0\".", "Below it: \"You'll be reminded 7 days before your trial ends. Recurring billing.\"", "\"Join over 125 million Premium members\".", "The annual plan is \"12 months for US$159.99… Save 15% vs. monthly plan\" and \"Doesn't automatically renew\"." ], "steps": [ { "text": "The main button reads \"Try 1 month for US$0\".", "bias": "zero-price-effect" }, { "text": "Below it: \"You'll be reminded 7 days before your trial ends. Recurring billing.\"", "bias": "regret-aversion" }, { "text": "\"Join over 125 million Premium members\".", "bias": "social-proof" }, { "text": "The annual plan is \"12 months for US$159.99… Save 15% vs. monthly plan\" and \"Doesn't automatically renew\".", "bias": "price-framing" } ], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "\"US$0\" uses the zero-price effect to make starting feel free. The promised reminder 7 days before the trial ends is the second mechanism: it reduces the fear of forgetting to cancel and being charged. The member count and \"Save 15% vs. monthly\" sit alongside. Whether these lift trials for YouTube is not public.", "context": "An ad-free tier sold on top of a free, ad-supported product.", "steal_this": [ "If you run a free trial, promise a reminder before it bills, and send it.", "Compare plans against each other in plain percentages." ], "what_to_test": "Trial with vs without a reminder promise. Measure trial starts and refunds or chargebacks.", "watch_out": "Conditional: the recurring billing and the reminder are stated next to the button. But the page's \"Join over 125 million Premium members\" reads as paid Premium members, while YouTube's official count includes trials and YouTube Music.", "source": "https://www.youtube.com/premium", "emails": null, "url": "https://nudgeswipe.com/examples/youtube-premium-trial-reminder-7-days/" }, { "slug": "strava-trial-timeline-today-2-days-30-days", "title": "Strava turns its free trial into a three-step timeline", "brand": "Strava", "channel": "Paywall / trial", "industry": "Fitness", "audience": "Logged-out visitors (USD shown)", "bias": "regret-aversion", "secondary_biases": [ "price-framing" ], "what_they_did": [ "A timeline: \"Today: Unlock subscription features…\"", "\"2 days before: Get a reminder about when your trial will end.\"", "\"In 30 days: You'll be charged… Cancel at least 24 hours before.\"", "The individual annual plan is shown as \"$6.67/month\", \"Billed at $79.99/year + tax\", with \"Save 44%\"." ], "steps": [ { "text": "A timeline: \"Today: Unlock subscription features…\"", "bias": "regret-aversion" }, { "text": "\"2 days before: Get a reminder about when your trial will end.\"", "bias": "regret-aversion" }, { "text": "\"In 30 days: You'll be charged… Cancel at least 24 hours before.\"", "bias": "regret-aversion" }, { "text": "The individual annual plan is shown as \"$6.67/month\", \"Billed at $79.99/year + tax\", with \"Save 44%\".", "bias": "price-framing" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Laying out exactly when you'll be reminded and charged takes away the fear of a surprise bill, which makes starting the trial feel safe. Showing the annual price per month frames it smaller, with the yearly bill printed beneath. Whether this lifts trials for Strava is not public.", "context": "A fitness app with a free tier and a paid subscription, often sold through annual plans.", "steal_this": [ "Show the trial as a timeline: today, reminder, charge date.", "If you show a per-month price for an annual plan, print the yearly bill right under it." ], "what_to_test": "Timeline vs plain \"30-day free trial\" text. Measure trial starts and cancels before the charge.", "watch_out": "Honest nudge: the charge date, the reminder and the cancel deadline are all on the page. This is the opposite of a hidden subscription.", "source": "https://www.strava.com/subscribe", "emails": null, "url": "https://nudgeswipe.com/examples/strava-trial-timeline-today-2-days-30-days/" }, { "slug": "nyt-all-access-1-a-week-intro-price", "title": "The New York Times strikes through $7.50 to sell All Access at $1 a week", "brand": "The New York Times", "channel": "Paywall / pricing", "industry": "Media", "audience": "Logged-out visitors (USD shown)", "bias": "reference-price", "secondary_biases": [ "price-framing" ], "what_they_did": [ "\"All Access: $7.50 $1/week\", with the higher price struck through.", "\"Billed as $4 every four weeks for your first six months, then $30 thereafter.\"", "The Family plan is badged \"BEST VALUE\" at \"$8.50 $2/week… Access for four\".", "\"All Access includes news, plus Games, Cooking, Audio, Wirecutter and The Athletic.\"" ], "steps": [ { "text": "\"All Access: $7.50 $1/week\", with the higher price struck through.", "bias": "reference-price" }, { "text": "\"Billed as $4 every four weeks for your first six months, then $30 thereafter.\"", "bias": "price-framing" }, { "text": "The Family plan is badged \"BEST VALUE\" at \"$8.50 $2/week… Access for four\".", "bias": "authority" }, { "text": "\"All Access includes news, plus Games, Cooking, Audio, Wirecutter and The Athletic.\"", "bias": null } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "The struck-through $7.50 is a reference price that makes $1/week look like a deal, and the per-week framing makes it smaller still. The Family plan for four is a different product; its \"BEST VALUE\" badge acts as a recommendation cue. The headline copy rotated between our captures (\"Come for the Games. Stay for The Times.\" and \"Benefit from the facts.\"), which could be a test or personalisation. Whether this lifts subscriptions is not public.", "context": "A news publisher bundling Games, Cooking and The Athletic. The intro price rises after six months.", "steal_this": [ "Print the bill and the post-intro price right under the headline price, as the Times does.", "Name the bundle items people already love." ], "what_to_test": "Per-week vs per-four-week headline price. Measure subscriptions and churn at month 7.", "watch_out": "Honest nudge as captured: the intro length and the full price after it are on the same card, and the fine print names the date the price changes.", "source": "https://www.nytimes.com/subscription", "emails": null, "url": "https://nudgeswipe.com/examples/nyt-all-access-1-a-week-intro-price/" }, { "slug": "canva-pricing-free-plan-first-yearly-toggle", "title": "Canva puts a generous free plan first and a \"Save from 16%\" yearly toggle on top", "brand": "Canva", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "price-framing", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "A Monthly / Yearly toggle says \"Save from 16%\".", "The Free plan reads \"Design anything and bring your ideas to life. No cost, just creativity.\" and lists \"1.6M+ templates\".", "Pro (US$144/year for one person) leads with \"Start a free trial\"." ], "steps": [ { "text": "A Monthly / Yearly toggle says \"Save from 16%\".", "bias": "price-framing" }, { "text": "The Free plan reads \"Design anything and bring your ideas to life. No cost, just creativity.\" and lists \"1.6M+ templates\".", "bias": "zero-price-effect" }, { "text": "Pro (US$144/year for one person) leads with \"Start a free trial\".", "bias": "zero-price-effect" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "\"Save from 16%\" frames the yearly plan as a saving against monthly. Listing big numbers under Free makes the free plan feel generous, so Pro is pitched as a free trial, not a purchase. Whether this lifts upgrades for Canva is not public.", "context": "A freemium design tool that converts free users to Pro and teams.", "steal_this": [ "Frame the annual discount as a saving on the toggle itself.", "Let the paid plan's first step be free, and state the price clearly." ], "what_to_test": "Default the toggle to yearly vs monthly. Measure plan mix and refunds.", "watch_out": "Honest nudge: the prices are visible. \"From 16%\" is an at-least figure, so the saving varies by plan.", "source": "https://www.canva.com/pricing/", "emails": null, "url": "https://nudgeswipe.com/examples/canva-pricing-free-plan-first-yearly-toggle/" }, { "slug": "dropbox-best-value-badge-on-team-plan", "title": "Dropbox badges its team plan \"Best value\" and defaults to yearly billing", "brand": "Dropbox", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "default-status-quo", "secondary_biases": [ "authority" ], "what_they_did": [ "The billing toggle shows \"Billed yearly · Save 15% or more\" alongside \"Billed monthly\".", "The Standard team plan (US$15/user/month) carries a \"Best value\" label.", "Standard offers \"Try for free or buy now\", and Advanced also shows \"Try for free\". Plus says only \"Buy now\"." ], "steps": [ { "text": "The billing toggle shows \"Billed yearly · Save 15% or more\" alongside \"Billed monthly\".", "bias": "default-status-quo" }, { "text": "The Standard team plan (US$15/user/month) carries a \"Best value\" label.", "bias": "authority" }, { "text": "Standard offers \"Try for free or buy now\", and Advanced also shows \"Try for free\". Plus says only \"Buy now\".", "bias": "zero-price-effect" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Yearly billing is preselected, which makes it the default. The \"Best value\" badge is a recommendation cue that steers attention to the Standard team plan. The team plans (Standard and Advanced) offer a free trial; the individual Plus plan doesn't. Whether this lifts team sign-ups for Dropbox is not public.", "context": "A cloud storage company moving from individual plans towards team plans.", "steal_this": [ "If you badge a plan, explain why it's the best value.", "Make the trial available on the plans you want people to start with." ], "what_to_test": "Trial on team plans vs on every plan. Measure trial starts and paid team seats.", "watch_out": "Honest nudge: the monthly option and all prices are visible.", "source": "https://www.dropbox.com/plans", "emails": null, "url": "https://nudgeswipe.com/examples/dropbox-best-value-badge-on-team-plan/" }, { "slug": "github-pricing-risk-free-30-day-trial", "title": "GitHub opens its pricing page with a \"risk-free\" 30-day trial", "brand": "GitHub", "channel": "Pricing page", "industry": "Developer tools", "audience": "Logged-out visitors", "bias": "regret-aversion", "secondary_biases": [ "authority" ], "what_they_did": [ "The headline: \"Try GitHub, the complete developer platform\".", "\"…we've packed all of it into a single risk-free trial that includes GitHub Enterprise, Copilot, and Advanced Security.\"", "The Enterprise tier is labelled \"RECOMMENDED\"." ], "steps": [ { "text": "The headline: \"Try GitHub, the complete developer platform\".", "bias": "regret-aversion" }, { "text": "\"…we've packed all of it into a single risk-free trial that includes GitHub Enterprise, Copilot, and Advanced Security.\"", "bias": "regret-aversion" }, { "text": "The Enterprise tier is labelled \"RECOMMENDED\".", "bias": "authority" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "\"Risk-free\" goes straight at the fear of committing to a tool your team might regret. Bundling everything into one trial avoids a confusing choice between plans. The \"RECOMMENDED\" label is a recommendation cue; it doesn't preselect anything. Whether this lifts Enterprise trials for GitHub is not public.", "context": "A developer platform with a large free tier, selling paid seats to organisations.", "steal_this": [ "If your trial needs no card or commitment, say \"risk-free\" and explain why.", "Recommend one plan, and say who it suits." ], "what_to_test": "Trial-first hero vs plan-table-first. Measure trial starts and seats bought after the trial.", "watch_out": "Honest nudge as captured. We haven't checked whether the trial charges automatically when it ends; \"risk-free\" should mean it doesn't.", "source": "https://github.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/github-pricing-risk-free-30-day-trial/" }, { "slug": "grammarly-zero-payment-today-reminder", "title": "Grammarly says \"$0 payment today\" and promises a reminder 2 days before the trial ends", "brand": "Grammarly", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "zero-price-effect", "secondary_biases": [ "social-proof", "regret-aversion" ], "what_they_did": [ "The headline: \"Try Pro for $0 today\".", "\"Trusted by over 40 million people and 50,000 organizations\".", "Pro shows \"Email reminder 2 days before trial ends.\" and \"$0 payment today\"." ], "steps": [ { "text": "The headline: \"Try Pro for $0 today\".", "bias": "zero-price-effect" }, { "text": "\"Trusted by over 40 million people and 50,000 organizations\".", "bias": "social-proof" }, { "text": "Pro shows \"Email reminder 2 days before trial ends.\" and \"$0 payment today\".", "bias": "regret-aversion" } ], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "\"$0 today\" makes starting feel free (the zero-price effect), and the user count reassures. The reminder promise lowers the fear of being charged by surprise. Whether this lifts trials for Grammarly is not public.", "context": "A writing assistant converting free users to Pro.", "steal_this": [ "Put \"$0 today\" next to the full price, never instead of it.", "Promise a reminder before billing, and honour it." ], "what_to_test": "With vs without the reminder line. Measure trial starts and charge disputes.", "watch_out": "Honest nudge if the Pro price ($12) stays visible, which it was on the page we captured.", "source": "https://www.grammarly.com/plans", "emails": null, "url": "https://nudgeswipe.com/examples/grammarly-zero-payment-today-reminder/" }, { "slug": "nordvpn-save-69-intro-vs-renewal", "title": "NordVPN shows \"Save 69%\" on a 2-year plan, with the renewal price in small print", "brand": "NordVPN", "channel": "Pricing page", "industry": "Software", "audience": "Logged-out visitors (USD shown)", "bias": "reference-price", "secondary_biases": [ "price-framing", "incentive" ], "what_they_did": [ "The page opens on \"2-year plans\".", "The Basic plan shows \"Save 69%\" and \"$3.49 per month\", plus \"+ 3 EXTRA months\".", "Small print: \"$312.93 $94.23 for the first 27 months… Savings: intro vs. renewal prices. Renews at $139.08/year.\"" ], "steps": [ { "text": "The page opens on \"2-year plans\".", "bias": "default-status-quo" }, { "text": "The Basic plan shows \"Save 69%\" and \"$3.49 per month\", plus \"+ 3 EXTRA months\".", "bias": "reference-price" }, { "text": "Small print: \"$312.93 $94.23 for the first 27 months… Savings: intro vs. renewal prices. Renews at $139.08/year.\"", "bias": "price-framing" } ], "verdict": "grey", "group": "Pricing & paywalls", "why_it_nudges": "\"Save 69%\" is measured against a struck-through reference price: the small print says the saving compares the intro price with the renewal price. A low monthly figure on a 27-month plan frames a large upfront bill as small, and \"3 EXTRA months\" adds a bonus. Whether this lifts sales for NordVPN is not public.", "context": "A consumer VPN sold mainly on long multi-year plans paid upfront.", "steal_this": [ "If you show a saving, show what it's against at the same size.", "Show the upfront total as clearly as the monthly figure." ], "what_to_test": "Monthly-equivalent vs upfront-total headline price. Measure purchases and refund requests.", "watch_out": "Grey area: the saving is measured against the renewal price, and the upfront total and renewal price are in much smaller print than \"$3.49\" and \"Save 69%\". It sits close to the hidden-costs line.", "source": "https://nordvpn.com/pricing/", "emails": null, "url": "https://nudgeswipe.com/examples/nordvpn-save-69-intro-vs-renewal/" }, { "slug": "todoist-reviews-count-and-free-forever-start", "title": "Todoist puts \"347K+ ★★★★★ reviews\" above its plans", "brand": "Todoist", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "social-proof", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Under the \"Plans and pricing\" heading: \"347K+ ★★★★★ reviews\".", "The Monthly / Yearly toggle says \"Save 20%\".", "A \"Prices in\" currency picker lists 13 currencies (AUD to USD)." ], "steps": [ { "text": "Under the \"Plans and pricing\" heading: \"347K+ ★★★★★ reviews\".", "bias": "social-proof" }, { "text": "The Monthly / Yearly toggle says \"Save 20%\".", "bias": "price-framing" }, { "text": "A \"Prices in\" currency picker lists 13 currencies (AUD to USD).", "bias": "friction" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A huge review count with stars is social proof right where people decide. \"Save 20%\" frames yearly as a saving. Letting people pick their currency removes the friction of converting prices in their head. Whether this lifts upgrades for Todoist is not public.", "context": "A to-do app with a free Beginner plan and paid Pro and Business plans.", "steal_this": [ "Put your strongest proof by the plan table, not in the footer.", "Let people see prices in their own currency." ], "what_to_test": "Review count above vs below the plans. Measure plan clicks.", "watch_out": "Honest nudge. \"★★★★★\" next to a count should reflect the real average, not only five-star reviews.", "source": "https://www.todoist.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/todoist-reviews-count-and-free-forever-start/" }, { "slug": "trello-free-for-10-collaborators", "title": "Trello makes the free plan concrete: \"Free for up to 10 collaborators\"", "brand": "Trello", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "zero-price-effect", "secondary_biases": [ "price-framing" ], "what_they_did": [ "The Free plan says \"$0 USD · Free for up to 10 collaborators per Workspace\".", "Standard is \"$5 USD Per user/month if billed annually ($6 billed monthly)\".", "A top banner pushes AI features \"starting at $5 a month. Upgrade now\"." ], "steps": [ { "text": "The Free plan says \"$0 USD · Free for up to 10 collaborators per Workspace\".", "bias": "zero-price-effect" }, { "text": "Standard is \"$5 USD Per user/month if billed annually ($6 billed monthly)\".", "bias": "price-framing" }, { "text": "A top banner pushes AI features \"starting at $5 a month. Upgrade now\".", "bias": null } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A concrete free limit (10 collaborators) makes free feel generous and clear. Leading with the annual-billing price, with the monthly price in brackets, frames Standard at its lowest figure. Whether this lifts upgrades for Trello is not public.", "context": "A board-based project tool with a large free user base.", "steal_this": [ "State the free plan's limits in one concrete line.", "If you lead with the annual price, show the monthly one in the same sentence, as Trello does." ], "what_to_test": "Concrete limits vs feature lists on the Free card. Measure sign-ups and later upgrades.", "watch_out": "Honest nudge: both billing prices are visible on the card.", "source": "https://trello.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/trello-free-for-10-collaborators/" }, { "slug": "airtable-most-popular-team-plan", "title": "Airtable marks its Team plan \"Most popular\" between Free and Business", "brand": "Airtable", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "social-proof", "secondary_biases": [ "price-framing" ], "what_they_did": [ "The Team plan is labelled \"Most popular\".", "Team shows \"$20 USD per seat/month billed annually\", then \"$24 billed monthly\".", "Four tiers run from Free through Business ($45) to \"Enterprise Scale: Custom pricing\"." ], "steps": [ { "text": "The Team plan is labelled \"Most popular\".", "bias": "social-proof" }, { "text": "Team shows \"$20 USD per seat/month billed annually\", then \"$24 billed monthly\".", "bias": "price-framing" }, { "text": "Four tiers run from Free through Business ($45) to \"Enterprise Scale: Custom pricing\".", "bias": null } ], "verdict": "conditional", "group": "Pricing & paywalls", "why_it_nudges": "\"Most popular\" is social proof that steers undecided buyers to Team. A $45 Business tier and a custom Enterprise tier around it may make $20 look moderate (the compromise effect, where evidence is mixed). Annual billing leads the price. Whether this lifts Team sales for Airtable is not public.", "context": "A no-code database tool selling seats to teams.", "steal_this": [ "Only badge \"Most popular\" if it's true, and consider saying how you measure it.", "Show the monthly-billed price on the same card." ], "what_to_test": "With vs without the \"Most popular\" badge. Measure the Team share of new paid plans.", "watch_out": "Honest nudge if the badge reflects real choices. Both billing prices are shown.", "source": "https://airtable.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/airtable-most-popular-team-plan/" }, { "slug": "squarespace-limited-time-20-off-code", "title": "Squarespace stacks an undated 20% code on top of a free trial", "brand": "Squarespace", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "incentive", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "A top banner: \"For a limited time, take 20% off any new website plan. Use code at checkout: OCT20WF\".", "\"Free for 14 days. Pay annually to save up to 36%.\"", "Every plan card carries a \"20% off\" tag." ], "steps": [ { "text": "A top banner: \"For a limited time, take 20% off any new website plan. Use code at checkout: OCT20WF\".", "bias": "incentive" }, { "text": "\"Free for 14 days. Pay annually to save up to 36%.\"", "bias": "zero-price-effect" }, { "text": "Every plan card carries a \"20% off\" tag.", "bias": "incentive" } ], "verdict": "grey", "group": "Pricing & paywalls", "why_it_nudges": "A 20% code is an incentive to buy now, and a 14-day free trial makes starting free. \"For a limited time\" gives no end date, so we treat it as a flag rather than real urgency. \"Save up to 36%\" frames annual billing as a saving. Whether this lifts sales for Squarespace is not public.", "context": "A website builder that sells annual plans, often after a free trial.", "steal_this": [ "If an offer is limited, give the end date.", "Stack offers carefully. One clear reason to act beats three." ], "what_to_test": "Dated vs undated promo banner. Measure plan purchases and code use.", "watch_out": "Grey area: \"For a limited time\" with no visible end date. If it never ends, it's false urgency.", "source": "https://www.squarespace.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/squarespace-limited-time-20-off-code/" }, { "slug": "chatgpt-pricing-ladder-free-go-plus", "title": "ChatGPT puts an $8 step between Free and $20 Plus", "brand": "ChatGPT", "channel": "Pricing page", "industry": "AI", "audience": "Logged-out visitors (USD shown)", "bias": "reference-price", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "Free is \"$0 / month\" and leads with \"Unlimited text chats\".", "Go is \"$8 / month\" with \"Everything in Free and:\" more messages, uploads and memory.", "The Go card discloses \"This plan may include ads.\"", "Plus follows at \"$20 / month\" with \"Everything in Go and:\"." ], "steps": [ { "text": "Free is \"$0 / month\" and leads with \"Unlimited text chats\".", "bias": "zero-price-effect" }, { "text": "Go is \"$8 / month\" with \"Everything in Free and:\" more messages, uploads and memory.", "bias": "reference-price" }, { "text": "The Go card discloses \"This plan may include ads.\"", "bias": "friction" }, { "text": "Plus follows at \"$20 / month\" with \"Everything in Go and:\".", "bias": "reference-price" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A middle $8 tier likely changes the comparison: from Go, Plus reads as a $12 step rather than a jump from $0 to $20 (the neighbouring tier acting as a reference price). That reading is ours. The \"Everything in… and:\" chains make each plan read as an extension of the last. The tier taglines rotated between our captures (\"Best for…\" vs \"Expanded access\"). Whether this changes plan mix for OpenAI is not public.", "context": "An AI assistant with a large free user base and several paid tiers.", "steal_this": [ "Make each tier \"everything in the last one, plus…\", so the steps are easy to read.", "Disclose trade-offs (like ads) on the card itself, as this page does." ], "what_to_test": "Three tiers vs two (no middle tier). Measure the share choosing Plus.", "watch_out": "Honest nudge: the trade-offs are disclosed on the card.", "source": "https://chatgpt.com/pricing/", "emails": null, "url": "https://nudgeswipe.com/examples/chatgpt-pricing-ladder-free-go-plus/" }, { "slug": "monzo-plans-from-3-a-month-bit-more-you", "title": "Monzo sells paid plans as \"a bit more you\", from £3 a month", "brand": "Monzo", "channel": "Pricing page", "industry": "Fintech", "audience": "UK visitors", "bias": "price-framing", "secondary_biases": [ "choice-overload" ], "what_they_did": [ "The headline: \"Make Monzo a bit more you\".", "\"Upgrade your account based on what's important to you — from £3 a month.\"", "\"Choose from our 3 plans\", each described by what it unlocks." ], "steps": [ { "text": "The headline: \"Make Monzo a bit more you\".", "bias": null }, { "text": "\"Upgrade your account based on what's important to you — from £3 a month.\"", "bias": "price-framing" }, { "text": "\"Choose from our 3 plans\", each described by what it unlocks.", "bias": "choice-overload" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "\"From £3 a month\" frames the plans by their lowest entry price. Limiting the choice to three plans, each described by what it unlocks, keeps the decision light. Whether this lifts upgrades for Monzo is not public.", "context": "A UK digital bank with a free current account and three paid plans.", "steal_this": [ "Keep paid tiers to three, each named by what it unlocks.", "Lead with the entry price, and make the others easy to compare." ], "what_to_test": "Three vs four plans. Measure upgrades and plan mix.", "watch_out": "Honest nudge: eligibility (\"UK residents aged 18+\") and terms are flagged.", "source": "https://monzo.com/current-account/plans", "emails": null, "url": "https://nudgeswipe.com/examples/monzo-plans-from-3-a-month-bit-more-you/" }, { "slug": "babbel-countdown-timer-lifetime-code", "title": "Babbel runs a live countdown on a 20% \"Lifetime\" code", "brand": "Babbel", "channel": "Homepage banner", "industry": "Education", "audience": "Logged-out visitors (US English site)", "bias": "urgency", "secondary_biases": [ "incentive" ], "what_they_did": [ "Top banner: \"Use code BOO20 for 20% off Lifetime! 👻\"", "A ticking timer beside it. Two captures on 16 Oct 2026, 20 minutes apart, showed \"15 days : 04 hours : 58 minutes : 22 seconds\" (12:00 BST) and \"15 days : 04 hours : 38 minutes : 21 seconds\" (12:20 BST): a steady countdown, no reset between them.", "\"Over 25 million subscriptions sold!\" sits above the hero." ], "steps": [ { "text": "Top banner: \"Use code BOO20 for 20% off Lifetime! 👻\"", "bias": "incentive" }, { "text": "A ticking timer beside it. Two captures on 16 Oct 2026, 20 minutes apart, showed \"15 days : 04 hours : 58 minutes : 22 seconds\" (12:00 BST) and \"15 days : 04 hours : 38 minutes : 21 seconds\" (12:20 BST): a steady countdown, no reset between them.", "bias": "urgency" }, { "text": "\"Over 25 million subscriptions sold!\" sits above the hero.", "bias": null } ], "verdict": "grey", "group": "Homepages & product pages", "why_it_nudges": "A live countdown adds urgency; the ticking seconds make the deadline feel present. The 20% code is the incentive behind it. Whether this lifts Lifetime sales for Babbel is not public.", "context": "A paid language-learning app with a seasonal (Halloween) promo on its Lifetime plan.", "steal_this": [ "If you use a timer, tie it to a real end date and don't reset it." ], "what_to_test": "Timer vs plain dated banner. Measure code use and refunds.", "watch_out": "Grey area: a countdown is honest only if the offer really ends then. Our two captures (16 Oct 2026, 12:00 and 12:20 BST) counted down consistently, but both were on the same day, so we can't yet say whether the timer resets after it ends. We'll re-check on a later date.", "source": "https://www.babbel.com/", "emails": null, "url": "https://nudgeswipe.com/examples/babbel-countdown-timer-lifetime-code/" }, { "slug": "deliveroo-plus-savour-the-savings", "title": "Deliveroo Plus sells a subscription as \"free delivery\"", "brand": "Deliveroo", "channel": "Subscription page", "industry": "Food delivery", "audience": "UK visitors", "bias": "mental-accounting", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "The headline: \"Savour the savings\", then \"Join Plus to unlock free delivery and other tasty benefits\".", "Plus Gold: \"£4.99/month · Free delivery over £10.00 at restaurants and £15.00 at shops\".", "\"Save up to 60% on service fees\"." ], "steps": [ { "text": "The headline: \"Savour the savings\", then \"Join Plus to unlock free delivery and other tasty benefits\".", "bias": "mental-accounting" }, { "text": "Plus Gold: \"£4.99/month · Free delivery over £10.00 at restaurants and £15.00 at shops\".", "bias": "zero-price-effect" }, { "text": "\"Save up to 60% on service fees\".", "bias": "mental-accounting" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A monthly fee buys \"free delivery\", so people mentally file delivery under \"already paid for\", which makes each order feel cheaper (mental accounting). \"Free delivery\" itself leans on the zero-price effect, and \"Save up to 60% on service fees\" is a gain frame. Whether this lifts order frequency for Deliveroo is not public.", "context": "A food delivery app with a monthly subscription and minimum order values.", "steal_this": [ "State the minimum order next to \"free delivery\", as Deliveroo does.", "Show savings as typical figures, not just \"up to\"." ], "what_to_test": "\"Free delivery\" vs \"£X saved per order\" framing. Measure sign-ups and orders per member.", "watch_out": "Honest nudge: the minimum spend is shown. \"Up to 60%\" is a ceiling, and it applies only at places \"closest to you\".", "source": "https://deliveroo.co.uk/plus", "emails": null, "url": "https://nudgeswipe.com/examples/deliveroo-plus-savour-the-savings/" }, { "slug": "asana-pricing-free-forever-for-two", "title": "Asana labels its entry plan \"Free forever\" for one or two people", "brand": "Asana", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "zero-price-effect", "secondary_biases": [ "price-framing" ], "what_they_did": [ "A Monthly / Yearly toggle with \"Save up to 18%\".", "Personal: \"$0 · Free forever · For one or two people managing personal projects.\"", "Starter: \"$10.99 Per user, per month billed annually\"." ], "steps": [ { "text": "A Monthly / Yearly toggle with \"Save up to 18%\".", "bias": "price-framing" }, { "text": "Personal: \"$0 · Free forever · For one or two people managing personal projects.\"", "bias": "zero-price-effect" }, { "text": "Starter: \"$10.99 Per user, per month billed annually\".", "bias": "price-framing" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "\"Free forever\" removes the worry that free is really a trial (the zero-price effect, plus reassurance). Annual billing leads the paid price, and the toggle frames yearly as a saving. Whether this lifts sign-ups for Asana is not public.", "context": "A work-management tool converting small free teams into paid seats.", "steal_this": [ "If free has no time limit, say \"free forever\".", "Define who the free plan is for in one line." ], "what_to_test": "\"Free forever\" vs \"Free\". Measure sign-ups and the share who later upgrade.", "watch_out": "Honest nudge: the limits are stated (two users).", "source": "https://asana.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/asana-pricing-free-forever-for-two/" }, { "slug": "calendly-always-free-plan-and-seat-explainer", "title": "Calendly explains who needs a paid seat, and who doesn't", "brand": "Calendly", "channel": "Pricing page", "industry": "SaaS", "audience": "Logged-out visitors (USD shown)", "bias": "friction", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Free: \"Always free · Get started\".", "Under Standard ($10/seat/mo): \"Seats are required for users to connect calendars and host Calendly meetings - meeting invitees do not require a seat.\"", "\"Billed yearly · Save up to 20%\"." ], "steps": [ { "text": "Free: \"Always free · Get started\".", "bias": "zero-price-effect" }, { "text": "Under Standard ($10/seat/mo): \"Seats are required for users to connect calendars and host Calendly meetings - meeting invitees do not require a seat.\"", "bias": "friction" }, { "text": "\"Billed yearly · Save up to 20%\".", "bias": "price-framing" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Answering \"who do I have to pay for?\" right on the card removes a common pricing doubt. That's friction taken out of the decision. \"Always free\" and \"Save up to 20%\" frame the plans. Whether this lifts purchases for Calendly is not public.", "context": "A scheduling tool where only hosts pay and the people booking never do.", "steal_this": [ "Put the most common pricing question's answer on the plan card." ], "what_to_test": "With vs without the seat explainer. Measure pricing-related support chats and purchases.", "watch_out": "Honest nudge.", "source": "https://calendly.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/calendly-always-free-plan-and-seat-explainer/" }, { "slug": "audible-99-cents-for-4-months-prime-offer", "title": "Audible offers Prime members $0.99 a month for 4 months, plus a $20 credit", "brand": "Audible", "channel": "Homepage banner", "industry": "Media", "audience": "Visitors redirected to audible.com (US)", "bias": "price-framing", "secondary_biases": [ "urgency", "incentive" ], "what_they_did": [ "The hero: \"$0.99/mo for 4 months + $20 Audible credit · Prime Member Exclusive: Save over 80% on our best deal of the year.\"", "\"Auto-renews at $8.99/mo after 4 months. Offer ends October 19, 2026 at 11:59 PT. Cancel anytime.\"" ], "steps": [ { "text": "The hero: \"$0.99/mo for 4 months + $20 Audible credit · Prime Member Exclusive: Save over 80% on our best deal of the year.\"", "bias": "price-framing" }, { "text": "\"Auto-renews at $8.99/mo after 4 months. Offer ends October 19, 2026 at 11:59 PT. Cancel anytime.\"", "bias": "urgency" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A tiny monthly price frames the offer as nearly free, and the $20 credit is an added incentive. \"Best deal of the year\" and a dated end (19 Oct 2026) add urgency. Whether this lifts sign-ups for Audible is not public.", "context": "An audiobook subscription owned by Amazon, promoted to Prime members.", "steal_this": [ "Put the price after the intro and the end date right under the headline offer, as Audible does." ], "what_to_test": "\"$0.99/mo\" vs \"Save 80%\" headline. Measure sign-ups and month-5 retention.", "watch_out": "Honest nudge as captured: the renewal price and the end date are shown just below the offer.", "source": "https://www.audible.com/", "emails": null, "url": "https://nudgeswipe.com/examples/audible-99-cents-for-4-months-prime-offer/" }, { "slug": "perplexity-pro-limited-time-bonus-credits", "title": "Perplexity stacks \"LIMITED TIME\" bonus credits on top of annual-billed prices", "brand": "Perplexity", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "incentive", "secondary_biases": [ "price-framing", "social-proof" ], "what_they_did": [ "Each paid plan carries a \"+US$40 free Computer credits LIMITED TIME\" (Pro) or \"+US$450\" (Max) badge, with no end date on the card.", "Pro is shown as \"US$17 /month when billed annually\"; Max as \"US$167 /month when billed annually\".", "The Pro card is tagged \"Popular\"." ], "steps": [ { "text": "Each paid plan carries a \"+US$40 free Computer credits LIMITED TIME\" (Pro) or \"+US$450\" (Max) badge, with no end date on the card.", "bias": "incentive" }, { "text": "Pro is shown as \"US$17 /month when billed annually\"; Max as \"US$167 /month when billed annually\".", "bias": "price-framing" }, { "text": "The Pro card is tagged \"Popular\".", "bias": "social-proof" } ], "verdict": "grey", "group": "Pricing & paywalls", "why_it_nudges": "A \"limited time\" bonus adds urgency without a stated deadline. Showing the monthly equivalent of an annual bill makes the headline number smaller (price framing). The \"Popular\" tag is a social-proof cue. Whether these lift upgrades for Perplexity is not public.", "context": "An AI answer engine selling Pro and Max tiers alongside a free plan. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "If an offer is limited, say until when.", "Show the billed amount next to the per-month equivalent.", "Define what \"Popular\" means." ], "what_to_test": "Bonus with a dated deadline vs undated \"limited time\". Measure upgrades and refund requests.", "watch_out": "Grey area: \"LIMITED TIME\" with no end date shown can read as false urgency. The annual billing basis is stated next to the price.", "source": "https://www.perplexity.ai/pro", "emails": null, "url": "https://nudgeswipe.com/examples/perplexity-pro-limited-time-bonus-credits/" }, { "slug": "claude-pricing-annual-discount-shown-first", "title": "Claude leads with the annual-discount price and spells out the monthly one beside it", "brand": "Claude (Anthropic)", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "price-framing", "secondary_biases": [ "anchoring", "compromise-effect" ], "what_they_did": [ "Pro shows \"$17 Per month with annual subscription discount ($200 billed up front). $20 if billed monthly.\"", "Max sits to the right at \"From $100 Per month\" with \"5x or 20x more usage than Pro\".", "Three columns: Free, Pro (\"For everyday work\") and Max (\"For people who work with Claude all day\")." ], "steps": [ { "text": "Pro shows \"$17 Per month with annual subscription discount ($200 billed up front). $20 if billed monthly.\"", "bias": "price-framing" }, { "text": "Max sits to the right at \"From $100 Per month\" with \"5x or 20x more usage than Pro\".", "bias": "anchoring" }, { "text": "Three columns: Free, Pro (\"For everyday work\") and Max (\"For people who work with Claude all day\").", "bias": "compromise-effect" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Leading with the discounted monthly equivalent frames Pro as cheaper, while the upfront total and the monthly price are both stated. A much higher Max price next to it can act as an anchor, and the middle Pro tier is labelled as the everyday choice, a compromise position. Whether this layout lifts Pro sign-ups for Anthropic is not public.", "context": "An AI assistant with Free, Pro and Max plans. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "If you lead with an annual-equivalent price, put the upfront total and the monthly price in the same line, as here.", "Describe tiers by who they are for, not just by limits." ], "what_to_test": "Annual-equivalent first vs monthly first. Measure plan mix and month-2 refunds.", "watch_out": "Honest nudge as captured: the upfront annual amount and the monthly price are stated next to the headline figure.", "source": "https://claude.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/claude-pricing-annual-discount-shown-first/" }, { "slug": "github-copilot-four-tiers-best-value-max", "title": "GitHub Copilot labels its $100 Max plan \"BEST VALUE\" by multiples of Pro credits", "brand": "GitHub Copilot", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out developers", "bias": "authority", "secondary_biases": [ "zero-price-effect", "compromise-effect" ], "what_they_did": [ "Free is \"$ 0 USD\" with \"No credit card required\".", "The $100 Max plan carries a \"BEST VALUE\" label." ], "steps": [ { "text": "Free is \"$ 0 USD\" with \"No credit card required\".", "bias": "zero-price-effect" }, { "text": "The $100 Max plan carries a \"BEST VALUE\" label.", "bias": "authority" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Expressing the upper tiers as multiples of Pro makes each step up look like more per dollar, and \"BEST VALUE\" on the top tier invites comparison against the ones beneath it. Pro+ sits between Pro and Max, which can make Max look relatively good value; whether that is intended as a decoy is not public. \"$0\" with \"No credit card required\" removes the risk of trying. Whether this lifts upgrades is not public. With the cheaper tiers alongside, the middle options may also benefit from the compromise effect.", "context": "An AI coding assistant sold per user. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "If you say \"best value\", show the per-unit maths behind it.", "Keep the free tier truly free to start, as Copilot does." ], "what_to_test": "With vs without the \"BEST VALUE\" label. Measure plan mix and credit utilisation per tier.", "watch_out": "Honest nudge if the per-credit maths holds; \"best value\" depends on actually using the credits.", "source": "https://github.com/features/copilot/plans", "emails": null, "url": "https://nudgeswipe.com/examples/github-copilot-four-tiers-best-value-max/" }, { "slug": "google-ai-plans-usage-multiples", "title": "Google sells Gemini plans as \"2x\" and \"4x\" the free usage", "brand": "Google Gemini", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "price-framing", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "Free is \"$0/ month with a Google Account\".", "Google AI Plus is \"$4.99/ month\" to \"Get 2x higher usage access than Free\".", "Google AI Pro is \"$19.99/ month\" to \"Get 4x higher usage access than Free\"." ], "steps": [ { "text": "Free is \"$0/ month with a Google Account\".", "bias": "zero-price-effect" }, { "text": "Google AI Plus is \"$4.99/ month\" to \"Get 2x higher usage access than Free\".", "bias": "price-framing" }, { "text": "Google AI Pro is \"$19.99/ month\" to \"Get 4x higher usage access than Free\".", "bias": "price-framing" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Free is the reference point and each paid tier is described as a multiple of it, so the comparison is relative rather than absolute (anchoring on the free allowance). Whether the multiples lift upgrades for Google is not public.", "context": "Google's consumer AI subscriptions, bundled with storage. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "If you use multiples, also state the absolute limits somewhere visible." ], "what_to_test": "Multiples vs absolute limits. Measure upgrades and limit-related support contacts.", "watch_out": "Honest nudge as captured, though \"2x\" of an unstated base is hard to evaluate.", "source": "https://gemini.google/subscriptions/", "emails": null, "url": "https://nudgeswipe.com/examples/google-ai-plans-usage-multiples/" }, { "slug": "lovable-yearly-two-months-free-toggle", "title": "Lovable frames the yearly plan as \"2 months free\" and starts with \"No credit card needed\"", "brand": "Lovable", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "price-framing", "secondary_biases": [ "zero-price-effect", "incentive" ], "what_they_did": [ "The billing toggle reads \"Monthly Yearly 2 months free\".", "Free is \"$0 / month\" with \"No credit card needed\".", "\"Verify student status and get access to up to 50% off Lovable Pro.\"" ], "steps": [ { "text": "The billing toggle reads \"Monthly Yearly 2 months free\".", "bias": "price-framing" }, { "text": "Free is \"$0 / month\" with \"No credit card needed\".", "bias": "zero-price-effect" }, { "text": "\"Verify student status and get access to up to 50% off Lovable Pro.\"", "bias": "incentive" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "\"2 months free\" frames an annual discount as a gift of free time rather than a percentage. A no-card free tier removes the risk of starting. A student discount speaks to a specific group. Whether these lift paid conversion for Lovable is not public.", "context": "An AI app builder priced in credits. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "Test \"months free\" vs \"% off\" wording for annual plans.", "Make the free tier genuinely card-free." ], "what_to_test": "\"2 months free\" vs \"Save 17%\". Measure annual take-up.", "watch_out": "Honest nudge as captured.", "source": "https://lovable.dev/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/lovable-yearly-two-months-free-toggle/" }, { "slug": "revolut-plans-worth-in-annual-benefits", "title": "Revolut prices each plan against a much bigger \"worth £… a year\" figure", "brand": "Revolut", "channel": "Pricing page", "industry": "Fintech", "audience": "UK visitors (logged out)", "bias": "anchoring", "secondary_biases": [ "price-framing" ], "what_they_did": [ "Plus: \"access more benefits like better limits and purchase insurance, worth £100¹ a year.\"", "Ultra: \"get over £9,000¹ in annual benefits like unlimited airport lounge access\".", "\"Standard Free · Plus £3.99/month · Premium £8.99/month · Metal £16.99/month · Ultra £60/month.\"" ], "steps": [ { "text": "Plus: \"access more benefits like better limits and purchase insurance, worth £100¹ a year.\"", "bias": "anchoring" }, { "text": "Ultra: \"get over £9,000¹ in annual benefits like unlimited airport lounge access\".", "bias": null }, { "text": "\"Standard Free · Plus £3.99/month · Premium £8.99/month · Metal £16.99/month · Ultra £60/month.\"", "bias": "price-framing" } ], "verdict": "grey", "group": "Pricing & paywalls", "why_it_nudges": "Each monthly price sits next to a much larger annual \"worth\" figure, which anchors the value judgement high. The footnote marker signals the figures depend on terms. Five tiers in a row give plenty of comparison points. Whether the \"worth\" figures lift upgrades for Revolut is not public.", "context": "A UK-regulated fintech app with free and paid plans. Prices in £ as captured on the UK site.", "steal_this": [ "If you quote a \"worth\" figure, show how it is calculated on the same page." ], "what_to_test": "\"Worth £X\" vs listing benefits only. Measure upgrades and benefit usage at 90 days.", "watch_out": "Grey area: \"worth\" figures assume users would otherwise buy every benefit at full price; the footnote marker is small.", "source": "https://www.revolut.com/en-GB/our-pricing-plans/", "emails": null, "url": "https://nudgeswipe.com/examples/revolut-plans-worth-in-annual-benefits/" }, { "slug": "wise-pricing-other-providers-hide-fees", "title": "Wise sells against hidden exchange-rate markups with \"the mid-market rate\"", "brand": "Wise", "channel": "Pricing page", "industry": "Fintech", "audience": "UK visitors (logged out)", "bias": "reference-price", "secondary_biases": [ "ambiguity-aversion", "authority" ], "what_they_did": [ "\"Other providers hide fees in the exchange rate to charge you more. Not Wise.\"", "\"We only use the mid-market rate — the one you can check on Google.\"", "\"Always know what you're paying upfront, unlike others who hide their cut.\"" ], "steps": [ { "text": "\"Other providers hide fees in the exchange rate to charge you more. Not Wise.\"", "bias": "reference-price" }, { "text": "\"We only use the mid-market rate — the one you can check on Google.\"", "bias": "authority" }, { "text": "\"Always know what you're paying upfront, unlike others who hide their cut.\"", "bias": "ambiguity-aversion" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Wise sets competitors' hidden markups as the reference point and positions its own fee as the transparent alternative. Pointing to a rate \"you can check on Google\" borrows an outside reference. Promising certainty about the price speaks to ambiguity aversion. Whether this messaging lifts sign-ups for Wise is not public.", "context": "A money-transfer and multi-currency account provider.", "steal_this": [ "If you compete on transparency, make your own fee easy to verify." ], "what_to_test": "Comparison-led vs fee-led headline. Measure first transfers.", "watch_out": "Honest nudge: the claim is verifiable by the user.", "source": "https://wise.com/gb/pricing/", "emails": null, "url": "https://nudgeswipe.com/examples/wise-pricing-other-providers-hide-fees/" }, { "slug": "chip-app-ratings-and-fscs-protection", "title": "Chip leads with app-store ratings and the FSCS protection limit", "brand": "Chip", "channel": "Homepage", "industry": "Fintech", "audience": "UK visitors (logged out)", "bias": "social-proof", "secondary_biases": [ "authority" ], "what_they_did": [ "\"4.7★ on App Store 39K reviews · 4.4★ on Google Play 500K reviews.\"", "\"Eligible savings are protected by the Financial Services Compensation Scheme up to £120,000 per person, per bank.\"", "\"When investing your capital is at risk. 18+ UK tax residents and app only.\"" ], "steps": [ { "text": "\"4.7★ on App Store 39K reviews · 4.4★ on Google Play 500K reviews.\"", "bias": "social-proof" }, { "text": "\"Eligible savings are protected by the Financial Services Compensation Scheme up to £120,000 per person, per bank.\"", "bias": "authority" }, { "text": "\"When investing your capital is at risk. 18+ UK tax residents and app only.\"", "bias": null } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Ratings with review counts are social proof. Citing the FSCS borrows the authority of a statutory scheme to reduce fear of loss, and the required risk warning sits right below. Whether these lift sign-ups for Chip is not public.", "context": "A UK savings and investing app.", "steal_this": [ "Show the review count, not just the star average.", "Put protection details and risk warnings together." ], "what_to_test": "Ratings above vs below the fold. Measure app downloads.", "watch_out": "Honest nudge: the protection is stated with its limits and the risk warning is visible.", "source": "https://www.getchip.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/chip-app-ratings-and-fscs-protection/" }, { "slug": "klarna-uk-120m-users-trust-stats", "title": "Klarna leads with \"120m users\" and a Trustpilot score", "brand": "Klarna", "channel": "Homepage", "industry": "Fintech", "audience": "UK visitors (logged out)", "bias": "social-proof", "secondary_biases": [ "authority" ], "what_they_did": [ "\"Trusted by millions worldwide · 4.5 Trustpilot rating · 21 years of experience · 120m users worldwide · 1.2m+ merchants.\"", "The headline: \"Your money treated right.\"" ], "steps": [ { "text": "\"Trusted by millions worldwide · 4.5 Trustpilot rating · 21 years of experience · 120m users worldwide · 1.2m+ merchants.\"", "bias": "social-proof" }, { "text": "The headline: \"Your money treated right.\"", "bias": "authority" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Big user and merchant counts plus a review score are social proof; years in business add authority. Whether these lift app downloads for Klarna is not public.", "context": "A buy-now-pay-later and payments company.", "steal_this": [ "Use counts you can source, and date them." ], "what_to_test": "Stats bar vs none. Measure downloads.", "watch_out": "Honest nudge on this page. Pay-later products generally need clear repayment and late-fee information at the point of sale.", "source": "https://www.klarna.com/uk/", "emails": null, "url": "https://nudgeswipe.com/examples/klarna-uk-120m-users-trust-stats/" }, { "slug": "club-pret-half-price-coffee-five-a-day", "title": "Club Pret: £5 a month for half price on up to five drinks a day", "brand": "Pret A Manger", "channel": "Subscription page", "industry": "Food & drink", "audience": "UK visitors (logged out)", "bias": "mental-accounting", "secondary_biases": [ "price-framing" ], "what_they_did": [ "The headline: \"Sip more, spend less.\"", "\"Join The Half Price Coffee Club to enjoy 50% off up to five hot or iced* Barista-made drinks a day, for just £5 per month.\"", "\"Download the app to subscribe.\"" ], "steps": [ { "text": "The headline: \"Sip more, spend less.\"", "bias": "price-framing" }, { "text": "\"Join The Half Price Coffee Club to enjoy 50% off up to five hot or iced* Barista-made drinks a day, for just £5 per month.\"", "bias": "mental-accounting" }, { "text": "\"Download the app to subscribe.\"", "bias": null } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A small monthly fee creates a mental account that people want to \"get their money's worth\" from, which can pull them back more often (related to sunk cost). \"Sip more, spend less\" frames more purchases as saving. Whether this raises visits for Pret is not public.", "context": "A UK coffee and sandwich chain.", "steal_this": [ "Make the break-even point obvious (\"pays for itself after N drinks\")." ], "what_to_test": "Show the break-even vs not. Measure retention and drinks per member.", "watch_out": "Honest nudge as captured: the price and the limit are clear.", "source": "https://www.pret.co.uk/en-GB/club-pret", "emails": null, "url": "https://nudgeswipe.com/examples/club-pret-half-price-coffee-five-a-day/" }, { "slug": "now-entertainment-saver-6-month-minimum", "title": "NOW strikes through £7.99 for £4.99, with a 6-month minimum term", "brand": "NOW", "channel": "Homepage", "industry": "Media", "audience": "Visitors to nowtv.com", "bias": "reference-price", "secondary_biases": [ "commitment-consistency", "urgency" ], "what_they_did": [ "\"Big drama. Tiny price. Only £7.99 £4.99 a month · 6-month minimum term.\"", "\"Saving vs flexible plan. Includes ads.\"", "A seasonal \"HALLOWEEN HORROR-FEST\" banner frames the offer." ], "steps": [ { "text": "\"Big drama. Tiny price. Only £7.99 £4.99 a month · 6-month minimum term.\"", "bias": "reference-price" }, { "text": "\"Saving vs flexible plan. Includes ads.\"", "bias": null }, { "text": "A seasonal \"HALLOWEEN HORROR-FEST\" banner frames the offer.", "bias": "urgency" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "The struck-through £7.99 is the flexible plan's price, used as the reference; the saving is in exchange for a 6-month commitment. A seasonal banner gives the offer a moment. Whether this lifts sign-ups for NOW is not public.", "context": "Sky's streaming service. Our capture showed \"Sorry, you're browsing from another country\", so we could only see the page, not sign up.", "steal_this": [ "If the saving needs a minimum term, put the term next to the price, as here." ], "what_to_test": "Saver plan first vs flexible plan first. Measure 7-month retention.", "watch_out": "Honest nudge as captured: the minimum term and ads are stated by the price.", "source": "https://www.nowtv.com/", "emails": null, "url": "https://nudgeswipe.com/examples/now-entertainment-saver-6-month-minimum/" }, { "slug": "times-puzzles-1-pound-for-3-months", "title": "The Times sells a puzzles-only side door: \"£1 for your first 3 months\"", "brand": "The Times", "channel": "Subscribe page", "industry": "Media", "audience": "UK visitors (logged out)", "bias": "zero-price-effect", "secondary_biases": [ "social-proof", "incentive" ], "what_they_did": [ "The Digital plan is labelled \"MOST POPULAR\".", "\"Puzzles Subscription: Challenge yourself with Times Puzzles every day. Pay just £1 for your first 3 months.\"", "\"Student Subscription: Attending a UK university? … unlimited digital access for just £9.99 /year for 3 years.\"" ], "steps": [ { "text": "The Digital plan is labelled \"MOST POPULAR\".", "bias": "social-proof" }, { "text": "\"Puzzles Subscription: Challenge yourself with Times Puzzles every day. Pay just £1 for your first 3 months.\"", "bias": "zero-price-effect" }, { "text": "\"Student Subscription: Attending a UK university? … unlimited digital access for just £9.99 /year for 3 years.\"", "bias": "incentive" } ], "verdict": "grey", "group": "Homepages & product pages", "why_it_nudges": "A £1 entry offer is close to free and lowers the bar to start a habit. A cheaper puzzles product is a side door into the subscriber base. \"MOST POPULAR\" is social proof, and a student price speaks to one group. Whether this lifts subscriptions for The Times is not public.", "context": "A UK newspaper with a hard paywall.", "steal_this": [ "Offer a narrow, cheap first product that builds a habit.", "State what the price becomes after the intro." ], "what_to_test": "£1 for 3 months vs 1 month free. Measure month-4 retention.", "watch_out": "Grey area: the price after the first 3 months isn't shown next to the £1 offer on this page.", "source": "https://www.thetimes.com/subscribe", "emails": null, "url": "https://nudgeswipe.com/examples/times-puzzles-1-pound-for-3-months/" }, { "slug": "bt-full-fibre-price-rises-in-pounds", "title": "BT states each future price rise in pounds next to the deal", "brand": "BT", "channel": "Broadband deals page", "industry": "Telecoms", "audience": "UK visitors (logged out)", "bias": "price-framing", "secondary_biases": [ "friction", "default-status-quo" ], "what_they_did": [ "\"Get BT Full Fibre 300 for £30.99 a month.\"", "\"£34.99 in March 2027. £38.99 in March 2028. 24 month contract.\"", "\"Up to £300 back when you switch to BT … Up to £300 towards leaving fees, applied as bill credit.\"" ], "steps": [ { "text": "\"Get BT Full Fibre 300 for £30.99 a month.\"", "bias": "price-framing" }, { "text": "\"£34.99 in March 2027. £38.99 in March 2028. 24 month contract.\"", "bias": null }, { "text": "\"Up to £300 back when you switch to BT … Up to £300 towards leaving fees, applied as bill credit.\"", "bias": "friction" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "The headline price leads, with the scheduled rises in pounds right after it. Covering leaving fees removes a sunk-cost barrier to switching from another provider. Whether this lifts switching for BT is not public.", "context": "A UK broadband provider.", "steal_this": [ "State future price changes in money, not percentages, next to the headline price." ], "what_to_test": "Rises shown under vs beside the price. Measure orders and in-contract complaints.", "watch_out": "Honest nudge as captured: the rises and contract length are next to the price. \"Up to £300\" is a maximum.", "source": "https://www.bt.com/broadband", "emails": null, "url": "https://nudgeswipe.com/examples/bt-full-fibre-price-rises-in-pounds/" }, { "slug": "currys-price-match-and-flexpay-apr", "title": "Currys promises \"Found it cheaper? We'll match it\" and shows the 29.9% APR", "brand": "Currys", "channel": "Homepage", "industry": "Retail", "audience": "UK visitors (logged out)", "bias": "regret-aversion", "secondary_biases": [ "pain-of-paying", "urgency" ], "what_they_did": [ "A strip: \"Found it cheaper? We'll match it.\"", "\"Check eligibility for Currys flexpay (29.9% APR representative variable)\" with a representative example.", "\"£50 off ASUS Chromebook CM15! Plus students save an extra 10% until 27th October.\"" ], "steps": [ { "text": "A strip: \"Found it cheaper? We'll match it.\"", "bias": "regret-aversion" }, { "text": "\"Check eligibility for Currys flexpay (29.9% APR representative variable)\" with a representative example.", "bias": "pain-of-paying" }, { "text": "\"£50 off ASUS Chromebook CM15! Plus students save an extra 10% until 27th October.\"", "bias": "urgency" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A price-match promise removes the fear of finding it cheaper later (regret aversion). Spreading the cost with credit lowers the pain of paying now; the APR is stated. A dated student offer adds urgency. Whether these lift sales for Currys is not public.", "context": "A UK electricals retailer.", "steal_this": [ "If you offer credit, put the APR in the same line, as here." ], "what_to_test": "Price-match strip on vs off. Measure conversion and match claims.", "watch_out": "Honest nudge as captured; credit offers need the representative APR shown, which it is.", "source": "https://www.currys.co.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/currys-price-match-and-flexpay-apr/" }, { "slug": "argos-delivery-fees-and-argos-plus", "title": "Argos puts its delivery fees in the header, next to \"A year of fast delivery with Argos Plus\"", "brand": "Argos", "channel": "Homepage", "industry": "Retail", "audience": "UK visitors (logged out)", "bias": "partitioned-pricing", "secondary_biases": [ "mental-accounting" ], "what_they_did": [ "\"Small Item Delivery £4.95, free over £100 · Large Item Delivery £9.95.\"", "\"A year of fast delivery with Argos Plus.\"" ], "steps": [ { "text": "\"Small Item Delivery £4.95, free over £100 · Large Item Delivery £9.95.\"", "bias": "partitioned-pricing" }, { "text": "\"A year of fast delivery with Argos Plus.\"", "bias": "mental-accounting" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Showing delivery fees up front avoids surprise costs later. Placing a delivery subscription next to them invites people to compare one payment against many future fees (mental accounting). Whether this lifts Argos Plus sign-ups is not public.", "context": "A UK general retailer.", "steal_this": [ "Show delivery costs before checkout, as Argos does." ], "what_to_test": "Fee bar with vs without the subscription link. Measure Plus sign-ups and basket abandonment.", "watch_out": "Honest nudge: fees are disclosed early.", "source": "https://www.argos.co.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/argos-delivery-fees-and-argos-plus/" }, { "slug": "peloton-app-uk-30-days-free", "title": "Peloton App: \"Try 30 days free\", then from £12.99 a month", "brand": "Peloton", "channel": "App page", "industry": "Fitness", "audience": "UK visitors (logged out)", "bias": "zero-price-effect", "secondary_biases": [ "default-status-quo" ], "what_they_did": [ "The main button: \"Try 30 days free\".", "\"New App One or App+ Members only, starting at £12.99 /mo after trial, unless cancelled. Terms apply.\"" ], "steps": [ { "text": "The main button: \"Try 30 days free\".", "bias": "zero-price-effect" }, { "text": "\"New App One or App+ Members only, starting at £12.99 /mo after trial, unless cancelled. Terms apply.\"", "bias": "default-status-quo" } ], "verdict": "honest", "group": "Onboarding & retention", "why_it_nudges": "A free month uses the pull of zero; the trial rolls into a paid plan \"unless cancelled\", so staying is the default. Whether this lifts paid members for Peloton is not public.", "context": "A connected-fitness company selling its app without hardware. Prices in £.", "steal_this": [ "Show the after-trial price right under the trial button, as here.", "Send a reminder before the first charge." ], "what_to_test": "30 vs 14 days. Measure paid conversion and first-month refunds.", "watch_out": "Honest nudge as captured: the after-trial price and auto-renewal are stated.", "source": "https://www.onepeloton.co.uk/app", "emails": null, "url": "https://nudgeswipe.com/examples/peloton-app-uk-30-days-free/" }, { "slug": "linkedin-premium-two-free-trial-paths", "title": "LinkedIn Premium splits visitors into \"Advance your career\" or \"Grow your business\" before any price", "brand": "LinkedIn Premium", "channel": "Premium landing page", "industry": "SaaS", "audience": "Logged-out visitors", "bias": "choice-overload", "secondary_biases": [ "zero-price-effect" ], "what_they_did": [ "Two tabs: \"Advance your career\" and \"Grow your business\".", "\"Try Career for free\" and \"Try All-in-One for free\".", "Job seekers get \"Find the right job faster · Stand out to hiring managers · Network with recruiters\"." ], "steps": [ { "text": "Two tabs: \"Advance your career\" and \"Grow your business\".", "bias": "choice-overload" }, { "text": "\"Try Career for free\" and \"Try All-in-One for free\".", "bias": "zero-price-effect" }, { "text": "Job seekers get \"Find the right job faster · Stand out to hiring managers · Network with recruiters\".", "bias": "choice-overload" } ], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "Asking which goal fits you first makes the offer self-relevant and avoids showing every plan at once. Free trials lower the barrier. No prices appear on this page. Whether this lifts trials for LinkedIn is not public.", "context": "A professional network with paid Premium tiers.", "steal_this": [ "Segment by goal before showing plans." ], "what_to_test": "Goal tabs vs one plan grid. Measure trials started and trial-to-paid.", "watch_out": "Conditional: no price on the landing page is common, and we didn't capture the trial checkout. It becomes a grey area only if the price and renewal terms are missing before payment.", "source": "https://premium.linkedin.com/", "emails": null, "url": "https://nudgeswipe.com/examples/linkedin-premium-two-free-trial-paths/" }, { "slug": "noom-see-if-you-qualify", "title": "Noom asks \"See if you qualify\" rather than \"Buy\"", "brand": "Noom", "channel": "Homepage", "industry": "Health", "audience": "Visitors to noom.com (US)", "bias": "commitment-consistency", "secondary_biases": [ "authority" ], "what_they_did": [ "Repeated buttons: \"SEE IF YOU QUALIFY\" for its GLP-1 programmes.", "\"Psychology-based weight loss. START YOUR TRIAL.\"" ], "steps": [ { "text": "Repeated buttons: \"SEE IF YOU QUALIFY\" for its GLP-1 programmes.", "bias": "commitment-consistency" }, { "text": "\"Psychology-based weight loss. START YOUR TRIAL.\"", "bias": "authority" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "\"See if you qualify\" frames access as something you might not get, a mild scarcity cue, and invites people to prove eligibility rather than decide to buy. For prescription products it also reflects a genuine eligibility check. \"Psychology-based\" leans on authority. Whether this lifts starts for Noom is not public.", "context": "A weight-loss company selling a coaching app and prescription GLP-1 programmes. US site as served to our capture.", "steal_this": [ "If eligibility is real, say what the criteria are up front." ], "what_to_test": "\"See if you qualify\" vs \"Get started\". Measure quiz completion and eligible sign-ups.", "watch_out": "Honest if eligibility is genuine (prescription products require it). Health claims need to be substantiated.", "source": "https://www.noom.com/", "emails": null, "url": "https://nudgeswipe.com/examples/noom-see-if-you-qualify/" }, { "slug": "zoe-member-stories-daily30", "title": "ZOE leads with first-name member quotes and \"world-leading science\"", "brand": "ZOE", "channel": "Homepage", "industry": "Health", "audience": "Visitors to zoe.com (US)", "bias": "social-proof", "secondary_biases": [ "availability-heuristic", "authority" ], "what_they_did": [ "\"Life on ZOE … Explore members' stories\" with quotes such as \"I finally broke free from years of yo-yo dieting.\" – Becky.", "\"Designed by ZOE gut health scientists, Daily30 is changing the supplement status quo with science.\"" ], "steps": [ { "text": "\"Life on ZOE … Explore members' stories\" with quotes such as \"I finally broke free from years of yo-yo dieting.\" – Becky.", "bias": "social-proof" }, { "text": "\"Designed by ZOE gut health scientists, Daily30 is changing the supplement status quo with science.\"", "bias": "authority" } ], "verdict": "grey", "group": "Homepages & product pages", "why_it_nudges": "Named individual stories are vivid social proof that a single person's experience can feel more persuasive than statistics. \"Scientists\" and \"world-leading science\" lean on authority. Whether these lift sales for ZOE is not public.", "context": "A nutrition company; our capture was redirected to its US page.", "steal_this": [ "If you use testimonials, say how typical they are." ], "what_to_test": "Stories vs outcome statistics. Measure sign-ups.", "watch_out": "Grey area: individual testimonials without typicality information can overstate likely results. Testimonials on a health product should show typical results [Inference].", "source": "https://zoe.com/", "emails": null, "url": "https://nudgeswipe.com/examples/zoe-member-stories-daily30/" }, { "slug": "uber-one-zero-delivery-fee-membership", "title": "Uber One sells a £4.99 membership on \"£0 Delivery Fee\" and credits paid back as a percentage", "brand": "Uber One", "channel": "Membership page", "industry": "Marketplaces", "audience": "Logged-out UK visitors", "bias": "zero-price-effect", "secondary_biases": [ "price-framing", "mental-accounting" ], "what_they_did": [ "\"Sign up now for just £4.99/month or £49.99/year.\"", "The first benefit is \"£0 Delivery Fee\", qualified underneath by \"orders over the minimum subtotal\".", "\"Earn 10% Uber One credits on Exec and Lux trips and 5% on all other trips.\"" ], "steps": [ { "text": "\"Sign up now for just £4.99/month or £49.99/year.\"", "bias": "price-framing" }, { "text": "The first benefit is \"£0 Delivery Fee\", qualified underneath by \"orders over the minimum subtotal\".", "bias": "zero-price-effect" }, { "text": "\"Earn 10% Uber One credits on Exec and Lux trips and 5% on all other trips.\"", "bias": "mental-accounting" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A zero fee is a strong, simple hook (zero-price effect), even when a minimum order applies. Paying back in Uber-only credits creates a separate pot of money people tend to spend in the same place (mental accounting). Whether these lift sign-ups for Uber is not public.", "context": "A rides and food-delivery membership in the UK. The page says the minimum spend \"may vary\" and is shown before checkout.", "steal_this": [ "Put the minimum-order condition right next to the \"£0\" claim, not only in the small print.", "If you pay back in credits, say where they can be spent." ], "what_to_test": "\"£0 Delivery Fee\" vs \"Save £X a month on average\" (if you can stand behind the figure). Measure sign-ups and month-2 cancellations.", "watch_out": "Honest nudge as captured: the minimum subtotal is stated under the claim and again in the detail below.", "source": "https://www.uber.com/gb/en/u/uber-one/", "emails": null, "url": "https://nudgeswipe.com/examples/uber-one-zero-delivery-fee-membership/" }, { "slug": "jet2holidays-60pp-deposit-number-one-operator", "title": "Jet2holidays leads with a \"£60pp deposit\" and lists what is included", "brand": "Jet2holidays", "channel": "Homepage", "industry": "Travel", "audience": "Logged-out UK holidaymakers", "bias": "pain-of-paying", "secondary_biases": [ "authority", "partitioned-pricing" ], "what_they_did": [ "The top banner: \"Get your Summer 2027 holiday sorted now for just a £60pp deposit! T&Cs apply.\"", "\"The UK's number one tour operator\" sits in the reasons-to-book strip.", "\"Everything included, every time: 22kg baggage, 10kg hand luggage, return flights and transfers, and your accommodation.\"" ], "steps": [ { "text": "The top banner: \"Get your Summer 2027 holiday sorted now for just a £60pp deposit! T&Cs apply.\"", "bias": "pain-of-paying" }, { "text": "\"The UK's number one tour operator\" sits in the reasons-to-book strip.", "bias": "authority" }, { "text": "\"Everything included, every time: 22kg baggage, 10kg hand luggage, return flights and transfers, and your accommodation.\"", "bias": "partitioned-pricing" } ], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "A small deposit separates the commitment from most of the payment, which can make booking feel less painful (pain of paying). \"Number one\" is an authority claim. Listing what is included works against the partitioned-pricing pattern of add-on fees. Whether these lift bookings for Jet2 is not public.", "context": "A UK package-holiday operator. The page says the low deposit applies \"On bookings made ten weeks or more before you take off\".", "steal_this": [ "If you lead with a deposit, state when the balance is due on the same screen.", "If your price is all-in, list what is in it, as here.", "Say what \"number one\" is measured by." ], "what_to_test": "Deposit-first vs total-price-first banner. Measure bookings and balance-payment defaults.", "watch_out": "Conditional: \"The UK's number one tour operator\" has no basis shown on the page. Unsupported best-in-class claims and undated deadlines can't be called honest until checked.", "source": "https://www.jet2holidays.com/", "emails": null, "url": "https://nudgeswipe.com/examples/jet2holidays-60pp-deposit-number-one-operator/" }, { "slug": "lastminute-deals-countdown-only-here", "title": "lastminute.com runs a ticking \"Ends in\" countdown over its \"Only here\" deals", "brand": "lastminute.com", "channel": "Homepage", "industry": "Travel", "audience": "Logged-out UK visitors", "bias": "urgency", "secondary_biases": [ "scarcity", "price-framing" ], "what_they_did": [ "The deals block opens with \"Only here. And only for a short time.\"", "A countdown reads \"Ends in 05 days : 08 hrs : 26 min\".", "Each card shows a \"from\" price per person, e.g. Tenerife \"from £277 pp\"." ], "steps": [ { "text": "The deals block opens with \"Only here. And only for a short time.\"", "bias": "scarcity" }, { "text": "A countdown reads \"Ends in 05 days : 08 hrs : 26 min\".", "bias": "urgency" }, { "text": "Each card shows a \"from\" price per person, e.g. Tenerife \"from £277 pp\".", "bias": "price-framing" } ], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "A countdown and \"only here\" add urgency and exclusivity. \"From\" prices set a low reference point that the final price may exceed. Whether these lift bookings for lastminute.com is not public, and we did not check whether the timer resets.", "context": "A UK online travel agent selling flight-and-hotel packages with ATOL protection (stated on the page).", "steal_this": [ "If you run a countdown, make it a real deadline that does not reset.", "Show what dates and room the \"from\" price applies to." ], "what_to_test": "With vs without the countdown. Measure bookings and next-day returns to check whether the deal was still there.", "watch_out": "Conditional. A countdown is honest only if these deals really end when it says. We captured it once (16 Oct 2026, showing 05 days 08 hrs 26 min) and couldn't check whether it resets. The line it must not cross is fake urgency (deceptive.design). The Rory Sutherland practitioner view cited below is about deadlines; his own example involved a deadline that was not strictly enforced, so it is not an endorsement of this one.", "source": "https://www.lastminute.com/", "emails": null, "url": "https://nudgeswipe.com/examples/lastminute-deals-countdown-only-here/" }, { "slug": "moneysupermarket-supersaveclub-rewards", "title": "MoneySuperMarket attaches \"Earn £15\" to a quote and promises to price-match and more", "brand": "MoneySuperMarket", "channel": "Homepage", "industry": "Fintech", "audience": "Logged-out UK visitors", "bias": "incentive", "secondary_biases": [ "social-proof", "loss-aversion" ], "what_they_did": [ "The car insurance tile says \"Earn £15\" next to \"Get a quote\".", "\"We're the UK's most recommended price comparison website\" with \"4.8/5 63,159 reviews\".", "\"We'll price match and more... we'll refund the difference\" plus a gift card of up to £20." ], "steps": [ { "text": "The car insurance tile says \"Earn £15\" next to \"Get a quote\".", "bias": "incentive" }, { "text": "\"We're the UK's most recommended price comparison website\" with \"4.8/5 63,159 reviews\".", "bias": "social-proof" }, { "text": "\"We'll price match and more... we'll refund the difference\" plus a gift card of up to £20.", "bias": "loss-aversion" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A cash reward per product gives an extra reason to buy through the site (incentive). Review counts are social proof. A price-match removes the fear of overpaying elsewhere, which speaks to loss aversion. Whether these lift conversion for MoneySuperMarket is not public.", "context": "A UK price comparison site. The page states \"Up to £130 if every qualifying product purchased once\" and that restrictions apply.", "steal_this": [ "If you pay a reward, say what qualifies on the same card.", "A price-match is a strong reassurance if it is easy to claim." ], "what_to_test": "Reward shown vs hidden on the quote tile. Measure quotes started and completed.", "watch_out": "Honest nudge as captured: conditions are footnoted on the page.", "source": "https://www.moneysupermarket.com/", "emails": null, "url": "https://nudgeswipe.com/examples/moneysupermarket-supersaveclub-rewards/" }, { "slug": "compare-the-market-save-up-to-51-percent", "title": "Compare the Market leads with \"Save up to £566\" and footnotes that 51% could achieve it", "brand": "Compare the Market", "channel": "Homepage", "industry": "Fintech", "audience": "Logged-out UK visitors", "bias": "anchoring", "secondary_biases": [ "social-proof", "incentive" ], "what_they_did": [ "\"Save up to £566[1] on your car insurance\".", "The footnote: \"51% of customers could achieve this saving on their car insurance through Compare the Market.\"", "\"Get the app to get 2 for 1 cinema tickets – every Tues or Weds, with no purchase needed.\"", "\"The #1 trusted UK comparison site\" with \"4.9 out of 5 from 147,632 people\" on Trustpilot." ], "steps": [ { "text": "\"Save up to £566[1] on your car insurance\".", "bias": "anchoring" }, { "text": "The footnote: \"51% of customers could achieve this saving on their car insurance through Compare the Market.\"", "bias": null }, { "text": "\"Get the app to get 2 for 1 cinema tickets – every Tues or Weds, with no purchase needed.\"", "bias": "incentive" }, { "text": "\"The #1 trusted UK comparison site\" with \"4.9 out of 5 from 147,632 people\" on Trustpilot.", "bias": "social-proof" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A big \"up to\" saving sets a high anchor. Here the footnote explains it is the saving \"51% could achieve\", the regulator-style way of backing such a claim. A no-purchase-needed gift gives something first (reciprocity), and review counts add social proof. Whether these lift quotes for Compare the Market is not public.", "context": "A UK price comparison site; the saving figures cite independent research by Consumer Intelligence (September 2026).", "steal_this": [ "Back an \"up to\" figure with how many people actually get it, as here.", "Give a no-strings perk first if it fits your brand." ], "what_to_test": "\"Save up to £X\" vs \"Half our customers saved £X\". Measure quotes and trust survey scores.", "watch_out": "Honest nudge as captured: the basis of the saving claim is stated.", "source": "https://www.comparethemarket.com/", "emails": null, "url": "https://nudgeswipe.com/examples/compare-the-market-save-up-to-51-percent/" }, { "slug": "uswitch-reasons-and-trustscore", "title": "Uswitch gives its reasons (\"That's why more people come to us\") under a TrustScore", "brand": "Uswitch", "channel": "Homepage", "industry": "Fintech", "audience": "Logged-out UK visitors", "bias": "reason-giving", "secondary_biases": [ "social-proof", "anchoring" ], "what_they_did": [ "\"TrustScore 4.7 | 42,079 reviews\" sits under the category tiles.", "\"We make it our mission to put you first. That’s why more people come to us to find their energy, broadband and mobile than any other site.\"", "\"Save up to £713.71** in interest with a new credit card\"." ], "steps": [ { "text": "\"TrustScore 4.7 | 42,079 reviews\" sits under the category tiles.", "bias": "social-proof" }, { "text": "\"We make it our mission to put you first. That’s why more people come to us to find their energy, broadband and mobile than any other site.\"", "bias": "reason-giving" }, { "text": "\"Save up to £713.71** in interest with a new credit card\".", "bias": "anchoring" } ], "verdict": "conditional", "group": "Homepages & product pages", "why_it_nudges": "Stating the reason (\"that's why\") gives a claim a rationale, which people often accept more readily (reason-giving). The review count is social proof, and a precise \"up to\" saving is an anchor. Whether these lift switching for Uswitch is not public.", "context": "A UK comparison site for energy, broadband and mobile.", "steal_this": [ "Give the reason for a claim in plain words.", "Footnote what an \"up to\" saving is based on, and make the footnote easy to find." ], "what_to_test": "Reason copy vs plain claim. Measure click-through to comparisons.", "watch_out": "Conditional: The basis of \"more people… than any other site\" is not shown on the page. Unsupported best-in-class claims and undated deadlines can't be called honest until checked.", "source": "https://www.uswitch.com/", "emails": null, "url": "https://nudgeswipe.com/examples/uswitch-reasons-and-trustscore/" }, { "slug": "ee-price-rises-in-pounds-and-pence", "title": "EE prints each future price rise in pounds and pence under the headline monthly price", "brand": "EE", "channel": "Homepage", "industry": "Telecoms", "audience": "Logged-out UK visitors", "bias": "partitioned-pricing", "secondary_biases": [ "price-framing", "authority" ], "what_they_did": [ "\"From £48 a month with iPhone 17 Pro trade-in. £78 in month 1 (incl. £30 upfront).\"", "\"£50.50 from 31 March 27. £53 from 31 March 28.\"", "\"Uswitch’s National Broadband Provider of the Year.\"" ], "steps": [ { "text": "\"From £48 a month with iPhone 17 Pro trade-in. £78 in month 1 (incl. £30 upfront).\"", "bias": "price-framing" }, { "text": "\"£50.50 from 31 March 27. £53 from 31 March 28.\"", "bias": "partitioned-pricing" }, { "text": "\"Uswitch’s National Broadband Provider of the Year.\"", "bias": "authority" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Leading with a trade-in monthly price frames the deal small, but the upfront cost and dated rises are spelled out beside it. An award from a third party works as an authority cue. Whether these lift sales for EE is not public.", "context": "A UK mobile and broadband network.", "steal_this": [ "Print future price rises as amounts and dates, as here.", "Name who gave the award." ], "what_to_test": "Rises shown inline vs behind a link. Measure orders and early complaints about bills.", "watch_out": "Honest nudge as captured: the future prices are next to the headline price.", "source": "https://ee.co.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/ee-price-rises-in-pounds-and-pence/" }, { "slug": "three-save-up-to-with-trade-in", "title": "Three leads with \"Save up to £1035\" on trade-in and dates its price rises", "brand": "Three", "channel": "Homepage", "industry": "Telecoms", "audience": "Logged-out UK visitors", "bias": "anchoring", "secondary_biases": [ "partitioned-pricing", "incentive" ], "what_they_did": [ "\"Save up to £1035 and go unlimited when you trade in an eligible phone.\"", "\"Get an Unlimited data SIM for only £22 a month. Increasing to £24.30 from 1 Apr27, £26.60 from 1 Apr28.\"", "Broadband: \"Plus claim £300 if you switch to our 24-month plan.\"" ], "steps": [ { "text": "\"Save up to £1035 and go unlimited when you trade in an eligible phone.\"", "bias": "anchoring" }, { "text": "\"Get an Unlimited data SIM for only £22 a month. Increasing to £24.30 from 1 Apr27, £26.60 from 1 Apr28.\"", "bias": "partitioned-pricing" }, { "text": "Broadband: \"Plus claim £300 if you switch to our 24-month plan.\"", "bias": "incentive" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A large \"up to\" saving sets a high anchor, though it depends on the phone traded in. The dated rises are stated next to the price. A cash claim for switching is an incentive. Whether these lift sales for Three is not public.", "context": "A UK mobile network.", "steal_this": [ "Say what you need to trade in to get the top saving.", "Keep future prices on the same line, as here." ], "what_to_test": "\"Save up to\" vs a typical saving. Measure trade-in completions and complaints.", "watch_out": "Honest nudge as captured; \"up to\" savings depend on eligibility not shown on the tile.", "source": "https://www.three.co.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/three-save-up-to-with-trade-in/" }, { "slug": "sky-ultimate-tv-less-than-1-a-day", "title": "Sky frames Ultimate TV as \"less than £1 a day\" and bundles brand-name streamers", "brand": "Sky", "channel": "Homepage", "industry": "Telecoms", "audience": "Logged-out UK visitors", "bias": "price-framing", "secondary_biases": [ "reference-price" ], "what_they_did": [ "\"Streaming sorted for less than £1 a day.\"", "\"Get Sky, Netflix, Disney+, HBO Max, Hayu and discovery+ all in one TV package.\"", "Sky Mobile: \"Lowest price on iPhone Duo… Lowest vs published prices of UK major providers.\"" ], "steps": [ { "text": "\"Streaming sorted for less than £1 a day.\"", "bias": "price-framing" }, { "text": "\"Get Sky, Netflix, Disney+, HBO Max, Hayu and discovery+ all in one TV package.\"", "bias": null }, { "text": "Sky Mobile: \"Lowest price on iPhone Duo… Lowest vs published prices of UK major providers.\"", "bias": "reference-price" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Per-day framing shrinks a monthly bill into a small daily amount. Listing well-known streaming brands lends their appeal to the bundle (a halo). A \"lowest price\" claim sets a reference against competitors. Whether these lift sales for Sky is not public.", "context": "A UK pay-TV, broadband and mobile provider.", "steal_this": [ "If you use per-day framing, show the monthly and contract total too.", "Name the comparison set behind a \"lowest price\" claim, as Sky does in small print." ], "what_to_test": "Per-day vs per-month framing. Measure orders and plan-change calls.", "watch_out": "Honest nudge as captured, though the monthly price and contract length are not on the homepage tile.", "source": "https://www.sky.com/", "emails": null, "url": "https://nudgeswipe.com/examples/sky-ultimate-tv-less-than-1-a-day/" }, { "slug": "moonpig-free-card-with-bouquet", "title": "Moonpig pairs a \"FREE CARD with any bouquet\" with 30% off the first card", "brand": "Moonpig", "channel": "Homepage", "industry": "Retail", "audience": "Logged-out UK visitors", "bias": "zero-price-effect", "secondary_biases": [ "incentive" ], "what_they_did": [ "\"A FREE CARD with any bouquet! Use code CARDGIFT at checkout.\"", "A \"Reminders\" link sits in the header." ], "steps": [ { "text": "\"A FREE CARD with any bouquet! Use code CARDGIFT at checkout.\"", "bias": "zero-price-effect" }, { "text": "A \"Reminders\" link sits in the header.", "bias": null } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "A free add-on is the zero-price effect at work. A first-order discount is a plain incentive. Reminders tie the next purchase to a date the customer sets, close to an implementation intention. Whether these lift orders for Moonpig is not public.", "context": "A UK online card and gift retailer.", "steal_this": [ "Make the free item automatic rather than code-based if you can.", "Offer reminders as a service, not a sales channel." ], "what_to_test": "Free card automatic vs by code. Measure bouquet orders and code-entry drop-off.", "watch_out": "Honest nudge as captured.", "source": "https://www.moonpig.com/uk/", "emails": null, "url": "https://nudgeswipe.com/examples/moonpig-free-card-with-bouquet/" }, { "slug": "elevenlabs-first-month-83-off-until", "title": "ElevenLabs strikes through $6 to show \"First month 83% off\" until 18 October", "brand": "ElevenLabs", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "reference-price", "secondary_biases": [ "urgency", "social-proof" ], "what_they_did": [ "Starter carries \"Until Oct 18\".", "\"$6 First month 83% off $1 per month\".", "Creator is tagged \"Popular\" with \"First month 50% off\"." ], "steps": [ { "text": "Starter carries \"Until Oct 18\".", "bias": "urgency" }, { "text": "\"$6 First month 83% off $1 per month\".", "bias": "reference-price" }, { "text": "Creator is tagged \"Popular\" with \"First month 50% off\".", "bias": "social-proof" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Showing the full price next to the discount sets a reference that makes $1 feel like a bargain, and a dated end adds urgency. The \"Popular\" tag is social proof. Whether these lift paid sign-ups for ElevenLabs is not public.", "context": "An AI voice and audio platform. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "Say what the price is from month 2, on the card.", "Use a dated end, as here." ], "what_to_test": "First-month discount vs no discount. Measure month-2 retention.", "watch_out": "Honest nudge as captured: the end date and the regular price are shown.", "source": "https://elevenlabs.io/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/elevenlabs-first-month-83-off-until/" }, { "slug": "runway-credits-translated-to-seconds", "title": "Runway translates credits into seconds of video and frames annual billing as \"Save $84/year\"", "brand": "Runway", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "mental-accounting", "secondary_biases": [ "price-framing", "social-proof" ], "what_they_did": [ "\"625 credits monthly = 52s of Gen-4.5, 104s of Gen-4 Turbo, or 78 Gen-4 Images (1080p).\"", "Pro: \"Billed annually. Save $84/year.\" with \"$35\" struck and \"$28 /month\".", "\"Trusted by 60M+ creators and leading enterprises\"." ], "steps": [ { "text": "\"625 credits monthly = 52s of Gen-4.5, 104s of Gen-4 Turbo, or 78 Gen-4 Images (1080p).\"", "bias": "mental-accounting" }, { "text": "Pro: \"Billed annually. Save $84/year.\" with \"$35\" struck and \"$28 /month\".", "bias": "price-framing" }, { "text": "\"Trusted by 60M+ creators and leading enterprises\".", "bias": "social-proof" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Credits are an abstract currency; converting them into seconds of output helps people judge what they are buying. Annual savings as a yearly total, plus a big user count, frame and support the choice. Whether these lift upgrades for Runway is not public.", "context": "An AI video generation tool. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "Translate tokens or credits into the output people care about, as here." ], "what_to_test": "Credits only vs credits plus seconds. Measure plan choice and top-up purchases.", "watch_out": "Honest nudge as captured: the conversion makes the credit system clearer.", "source": "https://runwayml.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/runway-credits-translated-to-seconds/" }, { "slug": "suno-free-plan-lists-what-you-dont-get", "title": "Suno's free plan is a list of \"No…\" lines; Pro is \"MOST POPULAR\", Premier \"BEST VALUE\"", "brand": "Suno", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out visitors", "bias": "loss-aversion", "secondary_biases": [ "authority", "reference-price", "social-proof" ], "what_they_did": [ "The free card lists what you lack: \"No monthly song downloads\", \"No commercial rights\", \"No add-on credit purchases\", \"No stem separation\".", "Pro at \"$8 /month\" is labelled \"MOST POPULAR\".", "Premier at \"$24 /month\" is labelled \"BEST VALUE\", \"Saves $72 by billing yearly!\"" ], "steps": [ { "text": "The free card lists what you lack: \"No monthly song downloads\", \"No commercial rights\", \"No add-on credit purchases\", \"No stem separation\".", "bias": "loss-aversion" }, { "text": "Pro at \"$8 /month\" is labelled \"MOST POPULAR\".", "bias": "social-proof" }, { "text": "Premier at \"$24 /month\" is labelled \"BEST VALUE\", \"Saves $72 by billing yearly!\"", "bias": "authority" }, { "text": "Premier: \"Saves $72 by billing yearly!\"", "bias": "reference-price" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Describing the free plan by what is missing frames staying free as a loss. Popularity and value badges steer people between the two paid plans. Whether this lifts upgrades for Suno is not public.", "context": "An AI music generator. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "Describe what each plan includes; keep \"No…\" lines factual.", "Explain what \"best value\" is measured in." ], "what_to_test": "\"No…\" list vs plain feature list on the free plan. Measure upgrades and free-plan retention.", "watch_out": "Honest nudge as captured: the limitations are real and stated plainly.", "source": "https://suno.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/suno-free-plan-lists-what-you-dont-get/" }, { "slug": "replit-billed-annually-price-shown-struck", "title": "Replit shows \"$20 $18 / month, billed annually\" and bundles model credit into the price", "brand": "Replit", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out developers", "bias": "price-framing", "secondary_biases": [ "incentive", "choice-overload" ], "what_they_did": [ "The toggle reads \"Monthly Yearly Up to 10% off\".", "Core includes \"$20 towards more powerful models\"." ], "steps": [ { "text": "The toggle reads \"Monthly Yearly Up to 10% off\".", "bias": "price-framing" }, { "text": "Core includes \"$20 towards more powerful models\".", "bias": "mental-accounting" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A struck monthly price beside the annual one frames the saving. Including usage credit worth the plan price makes the subscription feel like money banked (mental accounting). A long dropdown of Pro sizes adds choices. Whether these lift upgrades for Replit is not public.", "context": "A browser-based coding and AI agent platform. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "If credit is included, say what it buys.", "Help people pick a size (e.g. \"most teams start at…\")." ], "what_to_test": "Dropdown vs a recommended size. Measure upgrades and plan changes.", "watch_out": "Honest nudge as captured.", "source": "https://replit.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/replit-billed-annually-price-shown-struck/" }, { "slug": "bolt-unused-tokens-roll-over", "title": "Bolt promises \"Unused tokens roll over\" and a \"Save up to 28%\" annual toggle", "brand": "Bolt", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out developers", "bias": "loss-aversion", "secondary_biases": [ "price-framing", "urgency" ], "what_they_did": [ "\"Save up to 28% with yearly billing\".", "\"Unused tokens roll over to next month\"." ], "steps": [ { "text": "\"Save up to 28% with yearly billing\".", "bias": "price-framing" }, { "text": "\"Unused tokens roll over to next month\".", "bias": "loss-aversion" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Rollover removes the feeling of losing what you paid for, which answers loss aversion directly. A dated inclusion adds mild urgency, and \"up to 28%\" frames the annual saving. Whether these lift upgrades for Bolt is not public.", "context": "An AI web-app builder. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "If usage does not expire, say so on the plan card, as here." ], "what_to_test": "With vs without the rollover line. Measure upgrades and month-2 retention.", "watch_out": "Honest nudge as captured.", "source": "https://bolt.new/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/bolt-unused-tokens-roll-over/" }, { "slug": "v0-daily-credits-on-login", "title": "v0 gives \"$2 of free daily credits on login\" and a one-time $5 for new users", "brand": "v0 (Vercel)", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out developers", "bias": "incentive", "secondary_biases": [ "zero-price-effect", "social-proof" ], "what_they_did": [ "Free: \"$0 /month Includes $5 in one-time credits for new users\".", "Plus is tagged \"Popular\".", "Plus and Business include \"$2 of free daily credits on login per user\"." ], "steps": [ { "text": "Free: \"$0 /month Includes $5 in one-time credits for new users\".", "bias": "zero-price-effect" }, { "text": "Plus is tagged \"Popular\".", "bias": "social-proof" }, { "text": "Plus and Business include \"$2 of free daily credits on login per user\".", "bias": "incentive" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "A free starting balance lowers the cost of trying. Daily credits for logging in reward coming back, building a habit as well as a small gift. Whether these lift usage for Vercel is not public.", "context": "Vercel's AI app builder. The page states \"All prices shown are in USD and exclude value-added tax\". Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "Say whether daily credits expire if unused." ], "what_to_test": "Daily login credits vs the same amount monthly. Measure active days and paid usage.", "watch_out": "Honest nudge as captured.", "source": "https://v0.app/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/v0-daily-credits-on-login/" }, { "slug": "oddbox-tonnes-rescued-switch-swap-stop", "title": "Oddbox leads with \"68,000+ TONNES RESCUED\" and promises you can \"switch, swap or stop at any time\"", "brand": "Oddbox", "channel": "Homepage", "industry": "Food & grocery", "audience": "Logged-out UK visitors", "bias": "affect-heuristic", "secondary_biases": [ "social-proof", "regret-aversion" ], "what_they_did": [ "\"Good food doing good. Fight waste with a delivery of deliciously odd fruit, veg & more.\"", "\"68,000+ TONNES RESCUED SO FAR\".", "\"The choice is yours – and you can switch, swap or stop at any time.\"" ], "steps": [ { "text": "\"Good food doing good. Fight waste with a delivery of deliciously odd fruit, veg & more.\"", "bias": "affect-heuristic" }, { "text": "\"68,000+ TONNES RESCUED SO FAR\".", "bias": "social-proof" }, { "text": "\"The choice is yours – and you can switch, swap or stop at any time.\"", "bias": "regret-aversion" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Positive feelings about fighting waste can colour judgements of price and quality (affect heuristic). A running total shows many others have joined. Stressing control answers the worry of being locked into a subscription (reactance). Whether these lift subscriptions for Oddbox is not public.", "context": "A UK fruit and veg box subscription selling surplus and \"odd\" produce; boxes \"From £11.99\".", "steal_this": [ "Say how to stop near the sign-up button.", "Give an impact figure people can check." ], "what_to_test": "Mission-first vs price-first hero. Measure subscriptions and 8-week retention.", "watch_out": "Honest nudge as captured.", "source": "https://www.oddbox.co.uk/", "emails": null, "url": "https://nudgeswipe.com/examples/oddbox-tonnes-rescued-switch-swap-stop/" }, { "slug": "zopa-award-strip", "title": "Zopa lines up \"14 times winner at the British Bank Awards\" above its app features", "brand": "Zopa", "channel": "Homepage", "industry": "Fintech", "audience": "Logged-out UK visitors", "bias": "authority", "secondary_biases": [], "what_they_did": [ "\"14 times winner at the British Bank Awards\".", "\"Best Banking App British Bank Awards 2026\", \"Best Credit Card Provider British Bank Awards 2026\".", "Biscuit: \"The free current account that lets you pick cashback or extra interest on your balance.\"" ], "steps": [ { "text": "\"14 times winner at the British Bank Awards\".", "bias": "authority" }, { "text": "\"Best Banking App British Bank Awards 2026\", \"Best Credit Card Provider British Bank Awards 2026\".", "bias": null }, { "text": "Biscuit: \"The free current account that lets you pick cashback or extra interest on your balance.\"", "bias": null } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Awards are authority cues, and winning in one category can colour views of the rest of the bank (a halo). Letting people pick their reward frames it as their choice. Whether these lift sign-ups for Zopa is not public.", "context": "A UK digital bank.", "steal_this": [ "Name the award, the year and who gave it, as here." ], "what_to_test": "Award strip vs product-benefit strip. Measure account applications.", "watch_out": "Honest nudge as captured.", "source": "https://www.zopa.com/", "emails": null, "url": "https://nudgeswipe.com/examples/zopa-award-strip/" }, { "slug": "trading-212-sample-earnings-widget", "title": "Trading 212 shows a sample \"Your earnings\" widget from share lending, under a risk warning", "brand": "Trading 212", "channel": "Homepage", "industry": "Fintech", "audience": "Logged-out UK visitors", "bias": "availability-heuristic", "secondary_biases": [ "zero-price-effect", "social-proof" ], "what_they_did": [ "The page opens with a risk line: \"investments rise and fall in value, so you could get back less than you put in.\"", "\"Commission-free investing for everyone\" with \"Other fees may apply.\"", "\"Trustpilot TrustScore 4.6 105,806 reviews\"." ], "steps": [ { "text": "\"Commission-free investing for everyone\" with \"Other fees may apply.\"", "bias": "zero-price-effect" }, { "text": "\"Trustpilot TrustScore 4.6 105,806 reviews\".", "bias": "social-proof" } ], "verdict": "grey", "group": "Homepages & product pages", "why_it_nudges": "A concrete, easy-to-picture earnings example makes the outcome feel likely (availability). Zero commission is a strong price hook, and the review count adds social proof. The required risk warning is not counted as a nudge. Whether these lift sign-ups for Trading 212 is not public.", "context": "A UK investment app. The earnings panel is illustrative; the page does not say whose figures they are.", "steal_this": [ "Label example figures as examples.", "Keep the risk warning above the fold, as here." ], "what_to_test": "Sample widget vs plain explanation. Measure sign-ups and understanding of share lending.", "watch_out": "Grey area: an unlabelled sample earnings panel can read as typical results. The risk warning is prominent.", "source": "https://www.trading212.com/", "emails": null, "url": "https://nudgeswipe.com/examples/trading-212-sample-earnings-widget/" }, { "slug": "descript-annual-saving-most-popular", "title": "Descript tags its middle \"Creator\" plan \"MOST POPULAR\" with a struck monthly price", "brand": "Descript", "channel": "Pricing page", "industry": "AI tools", "audience": "Logged-out creators", "bias": "compromise-effect", "secondary_biases": [ "price-framing", "social-proof" ], "what_they_did": [ "\"Monthly Annual Saving up to 35% over monthly plan\".", "Creator (\"$24 $35 per person / month\") carries \"MOST POPULAR\"." ], "steps": [ { "text": "\"Monthly Annual Saving up to 35% over monthly plan\".", "bias": "price-framing" }, { "text": "Creator (\"$24 $35 per person / month\") carries \"MOST POPULAR\".", "bias": "social-proof" } ], "verdict": "honest", "group": "Pricing & paywalls", "why_it_nudges": "Badging the middle of three plans steers towards it (compromise effect plus social proof), and showing both annual and monthly prices frames the saving. Whether this lifts the Creator plan for Descript is not public.", "context": "An AI video and podcast editor. Prices are in US$ as served to our capture (US egress); UK prices were not shown.", "steal_this": [ "Say what \"most popular\" is based on." ], "what_to_test": "Badge on Creator vs no badge. Measure plan mix and downgrades.", "watch_out": "Honest nudge as captured.", "source": "https://www.descript.com/pricing", "emails": null, "url": "https://nudgeswipe.com/examples/descript-annual-saving-most-popular/" }, { "slug": "freetrade-free-isa-free-pension", "title": "Freetrade repeats \"FREE\" three times and leans on FCA and IG Group", "brand": "Freetrade", "channel": "Homepage", "industry": "Fintech", "audience": "Logged-out UK visitors", "bias": "zero-price-effect", "secondary_biases": [ "authority", "social-proof" ], "what_they_did": [ "\"Freetrade is authorised and regulated by the Financial Conduct Authority (FCA)… part of IG Group, a FTSE 100 listed company.\"", "\"chosen by 1.6m users\"." ], "steps": [ { "text": "\"Freetrade is authorised and regulated by the Financial Conduct Authority (FCA)… part of IG Group, a FTSE 100 listed company.\"", "bias": "authority" }, { "text": "\"chosen by 1.6m users\".", "bias": "social-proof" } ], "verdict": "honest", "group": "Homepages & product pages", "why_it_nudges": "Repeating \"free\" uses the pull of zero price. Regulator and parent-company names are authority cues that reduce risk, and the user count is social proof. Whether these lift sign-ups for Freetrade is not public.", "context": "A UK investment platform. The page states \"OTHER CHARGES MAY APPLY\" and capital is at risk.", "steal_this": [ "If it is free, say which charges still apply, near the claim." ], "what_to_test": "\"Free\" headline vs fee table. Measure sign-ups and funded accounts.", "watch_out": "Honest nudge as captured; \"other charges may apply\" is in capitals but below the fold.", "source": "https://freetrade.io/", "emails": null, "url": "https://nudgeswipe.com/examples/freetrade-free-isa-free-pension/" }, { "slug": "global-work-travel-skip-the-price-increase", "title": "Global Work & Travel frames its Early Bird as a way to \"skip\" a price increase", "brand": "Global Work & Travel", "channel": "Email", "industry": "Travel", "audience": "Existing email subscribers", "bias": "loss-aversion", "secondary_biases": [ "scarcity" ], "what_they_did": [ "The subject line, \"Skip our annual price increase!\", frames buying now as avoiding a loss rather than getting a deal.", "The body says the annual price increase \"has just happened\" and offers Early Bird savings of \"up to $1000\".", "\"Savings like that don't come around…ever\" adds a rarity claim." ], "steps": [], "verdict": "grey", "group": "Email", "why_it_nudges": "Global Work & Travel frames the offer as dodging a higher price (loss aversion) and adds urgency and rarity. Whether the email lifted bookings is not public.", "context": "A working-holiday and travel programme company emailing its list. Prices in the email are in US$.", "steal_this": [ "If prices really rose, say by how much and from when.", "Back \"up to\" with what the typical saving is." ], "what_to_test": "\"Skip the price increase\" vs \"Early Bird: save up to $X\". Measure bookings and refund requests.", "watch_out": "Grey area: \"Savings like that don't come around…ever\" is an absolute rarity claim the email does not support.", "source": null, "emails": [ { "date": "7 Oct 2026", "subject": "Skip our annual price increase!", "url": "https://emaillove.com/email-inspiration-from-global-work-travel-16" } ], "url": "https://nudgeswipe.com/examples/global-work-travel-skip-the-price-increase/" }, { "slug": "ski-com-days-left-before-epic-pass-increase", "title": "Ski.com counts down \"4 days left\" to an Epic Pass price rise", "brand": "Ski.com", "channel": "Email", "industry": "Travel", "audience": "Existing email subscribers", "bias": "urgency", "secondary_biases": [ "reference-price" ], "what_they_did": [ "The subject leads with the deadline, \"4 days left\", then the reason: \"Epic Pass prices increase\".", "The body calls it the \"lowest price of the season\" and names the 7 September increase." ], "steps": [], "verdict": "honest", "group": "Email", "why_it_nudges": "A dated price rise is a real deadline, so the urgency is grounded. \"Lowest price of the season\" sets the current price as the reference. Whether the email lifted pass sales is not public.", "context": "A ski-holiday reseller passing on a resort pass's scheduled price change. Prices in US$.", "steal_this": [ "Tie urgency to a real, dated event, as here." ], "what_to_test": "Days-left subject vs date-only subject. Measure clicks and pass sales.", "watch_out": "Honest nudge if the 7 September increase was real, which the email states.", "source": null, "emails": [ { "date": "3 Sep 2026", "subject": "4 days left: Epic Pass prices increase", "url": "https://emaillove.com/email-inspiration-from-ski-com-13" } ], "url": "https://nudgeswipe.com/examples/ski-com-days-left-before-epic-pass-increase/" }, { "slug": "the-tight-spot-wolford-why-pay-more-later", "title": "The Tight Spot asks \"Why pay more later?\" with old and new Wolford prices side by side", "brand": "The Tight Spot", "channel": "Email", "industry": "Retail", "audience": "Existing email subscribers (UK)", "bias": "loss-aversion", "secondary_biases": [ "reference-price" ], "what_they_did": [ "The subject warns of a \"Wolford Price Increase Looming\".", "The body asks \"Why pay more later?\"", "Products show the current price beside the coming one, e.g. £89.95 vs £104.85." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Showing the future higher price makes buying now feel like avoiding a loss, and the higher figure acts as a reference price. Whether the email lifted sales is not public.", "context": "A UK hosiery retailer passing on a brand's price rise. Prices in £.", "steal_this": [ "If you show a future price, give the date it takes effect." ], "what_to_test": "Old-vs-new price layout vs a plain \"prices rise soon\". Measure revenue per send.", "watch_out": "Conditional: The price rise has no date in what we read. Unsupported best-in-class claims and undated deadlines can't be called honest until checked.", "source": null, "emails": [ { "date": "5 Sep 2026", "subject": "Wolford Price Increase Looming, Shop & Save Today!", "url": "https://emaillove.com/email-inspiration-from-sabrina-at-the-tight-spot-22" } ], "url": "https://nudgeswipe.com/examples/the-tight-spot-wolford-why-pay-more-later/" }, { "slug": "baloo-living-linen-should-cost-more", "title": "Baloo Living says its linen \"should cost more\", then adds \"soon it will\"", "brand": "Baloo Living", "channel": "Email", "industry": "Home", "audience": "Existing email subscribers", "bias": "price-quality-heuristic", "secondary_biases": [ "urgency" ], "what_they_did": [ "The subject, \"Linen this good should cost more\", links quality to a higher price.", "The preheader turns it into a deadline: \"And soon it will... Last chance before prices increase\".", "The body is image-only, so we only read the subject and preheader." ], "steps": [], "verdict": "conditional", "group": "Email", "why_it_nudges": "Saying a product \"should cost more\" leans on the belief that price signals quality (price-quality heuristic), and the preheader adds urgency. Whether the email lifted sales is not public.", "context": "A home-textiles brand emailing its list ahead of a price rise.", "steal_this": [ "Pair a quality claim with a reason (material, make).", "Date the price rise." ], "what_to_test": "Quality-led vs deadline-led subject. Measure opens and sales.", "watch_out": "Conditional: The \"last chance\" has no date. Unsupported best-in-class claims and undated deadlines can't be called honest until checked.", "source": null, "emails": [ { "date": "21 Sep 2026", "subject": "Linen this good should cost more", "url": "https://emaillove.com/email-inspiration-from-baloo-living-146" } ], "url": "https://nudgeswipe.com/examples/baloo-living-linen-should-cost-more/" } ] }