Teardowns › Homepages & product pages › Price & attribute framing

BT states each future price rise in pounds next to the deal

BT · Broadband deals page · UK visitors (logged out) · bt.com · captured 16 Oct 2026

Honest nudgePrice & attribute framing Friction Default effect / status quo bias

BT Broadband deals page, captured 16 Oct 2026 — Our capture, 16 Oct 2026, logged out. Numbers match the steps.

Step by step

1
Price & attribute framing
"Get BT Full Fibre 300 for £30.99 a month."
2
"£34.99 in March 2027. £38.99 in March 2028. 24 month contract."
3
Friction
"Up to £300 back when you switch to BT … Up to £300 towards leaving fees, applied as bill credit."

Prices quoted in pounds (£), exactly as shown on the page we captured. Prices vary by region and change over time.

The psychology

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.

● Strong evidence · More on price & attribute framing, with sources →

Context

A UK broadband provider.

Honest nudge or dark pattern?

Honest nudge

Honest nudge as captured: the rises and contract length are next to the price. "Up to £300" is a maximum.

Sources: Captured by Nudgeswipe, 16 Oct 2026 (logged out)

Steal this, honestly

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.

Next: run it on your product

Apply this with your agent

Take the steps above into your own flow. The prompt carries this teardown, the honest-vs-dark line and the steps.

You are helping me apply a behavioural-design pattern ethically.

Pattern: BT: BT states each future price rise in pounds next to the deal
Bias: Price & attribute framing: The same price or attribute feels different depending on how it's expressed.
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.
Our verdict: Honest nudge. Honest nudge as captured: the rises and contract length are next to the price. "Up to £300" is a maximum.
Source page: https://nudgeswipe.com/examples/bt-full-fibre-price-rises-in-pounds/ (JSON: https://nudgeswipe.com/api/teardowns/bt-full-fibre-price-rises-in-pounds.json)

Rules: say a brand "uses" a tactic, never that it "worked"; outcomes are not public unless the company published them; no invented uplift estimates; flag mixed evidence. Honest nudge = true, visible, easy to reverse, and in the user's interest. Dark pattern = hides costs, fakes scarcity or popularity, shames, or makes leaving harder than joining. Quote company-published results as "X reports", with the source link, and don’t generalise them. Don’t cite retracted or failed-to-replicate studies as support (e.g. Ariely & Wertenbroch 2002). Don’t state study figures unless they’re on this page or in a source you can link. If an idea crosses the line, link the matching deceptive.design pattern.

Tasks:
1. Ask me for my product, the flow (URL or screenshots) and the goal.
2. Audit where this pattern already appears, or could, in that flow.
3. Propose 2-3 ethical experiments: hypothesis, variant copy or UI, primary metric, and a guardrail metric (refunds, complaints, cancellations).
4. Flag every dark-pattern risk and say how to stay on the honest side.

Open in ChatGPT Open in Claude Open in Grok Open in Cursor

ChatGPT, Claude, Grok and Cursor open with the prompt filled in (it is also copied, in case the prefill doesn't load). Gemini and Codex don't support prefilled links, so the prompt is copied and the app opens; paste it in.

Sources

Our capture of bt.com, 16 Oct 2026
Tversky & Kahneman (1981), The framing of decisions. Pennies-a-day: Gourville (1998). doi.org/10.1126/science.7455683
Captured by Nudgeswipe, 16 Oct 2026 (logged out): bt.com

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