Mitigate pain of paying when purchasing by framing as unlocking a benefit purchase


insideBE mitigates the pain of paying and reduces the salience of the cost by reframing purchase as a benefit.
a screenshot of the purchase flow explaining how to Mitigate pain of paying when purchasing by framing as unlocking a benefit

Business Outcome

Conversion Rates

Conversion rate measures the percentage of website visitors or users who complete a desired action, such as making a purchase. An increase in conversion rate indicates that more customers are persuaded to make a purchase after the cost is reframed as a benefit.

Average Order Value (AOV)

AOV measures the average amount spent by customers per transaction. Reframing the cost as a benefit may lead to customers perceiving higher value in the purchase, which could result in an increase in AOV as customers are willing to spend more on products or services.

Customer Lifetime Value (CLV)

CLV represents the total revenue generated by a customer over their entire relationship with the business. By increasing purchase intention and conversion rates, and potentially influencing AOV, reframing the cost as a benefit may contribute to higher CLV as customers continue to make repeat purchases over time.

Behavioral Outcome

Pain of Paying

Customers who perceive the benefits of the purchase as outweighing the cost are more likely to complete the transaction and make the purchase. Reducing the saliency of the cost will suppress the negative emotions triggered by the “pain of paying” during the purchase.

The Behavioral Science

Pain of Paying

The "pain of paying" refers to the psychological discomfort or aversion experienced when parting with money. This concept, extensively studied in behavioral economics and psychology, highlights how people perceive and react to spending money. 

Perceived Loss

Spending money is often perceived as a loss of resources, leading to feelings of deprivation or sacrifice. This loss aversion can amplify the emotional impact of spending, particularly for discretionary purchases or non-essential items.

Psychological Ownership

People tend to feel a sense of psychological ownership over their money, viewing it as an extension of themselves. Parting with money can therefore evoke feelings of loss of control or autonomy, further intensifying the pain of paying.

Salience of Cost

The salience, or visibility, of the cost influences the perceived pain of paying. Transparent pricing and clear indications of the financial implications of a purchase make the cost more salient, increasing the perceived pain associated with spending.

How It Works

Benefit Framing

Reframing the cost as a benefit shifts the focus from the expenditure of money to the value or utility gained from the purchase. Instead of emphasizing the monetary cost of buying a subscription, the focus is on the positive outcome or advantage of unlocking case studies. This reframing makes the purchase more psychologically palatable and appealing to potential customers.

Value Perception

By highlighting the benefits or outcomes associated with the purchase, customers perceive greater value in the transaction. This perception of value helps to justify the cost in their minds, reducing the perceived pain of paying. When customers believe that the benefits outweigh the costs, they are more likely to make the purchase decision.

Reduced Salience of Cost

Reframing the purchase as a benefit reduces the salience of the cost in the decision-making process. Instead of fixating on the price tag, customers focus on the perceived benefits and outcomes of the purchase. This reduces the psychological discomfort associated with spending money, making the decision to buy more appealing and less daunting.

How It Might Backfire

Diminished Perceived Value

If the benefits of the purchase are not compelling or sufficiently differentiated from alternatives, customers may perceive the transaction as less valuable. This can lead to hesitation or reluctance to make the purchase, reducing conversion rates.

How To Test

Customer Feedback Surveys

Conduct surveys to gather feedback from customers who have made the purchase after being exposed to the benefit framing. Ask about their perceptions of the benefits, whether they felt the framing was transparent, and their overall satisfaction with the purchase experience.

A/B Testing

Implement A/B testing to compare the performance of benefit framing versus traditional cost framing. Randomly assign customers to different groups and measure key metrics such as conversion rates, average order value, and customer retention to assess the impact of each approach.

User Behavior Analysis

Analyze user behavior on the website or app to understand how customers respond to the benefit framing. Track metrics such as time spent on the purchase page, engagement with product descriptions, and click-through rates to identify any differences in behavior between groups exposed to different framing strategies.

Frequently Asked Questions

To enhance a product-led growth (PLG) model using's purchase tactic, focus on mitigating the pain of paying by framing purchases as unlocking benefits. This approach can significantly boost conversion rates and average order value, key metrics in PLG models.

Implement benefit framing throughout your product's user journey, emphasizing the value and utility gained from each upgrade or purchase rather than focusing on the cost. For example, instead of highlighting the price of a premium feature, showcase how it unlocks specific advantages or solves user pain points. This strategy can accelerate user adoption and encourage users to explore more advanced features, driving product-led growth.

To improve conversion rates using's purchase tactic, reframe the cost of your product or service as a benefit to be unlocked. This approach reduces the psychological discomfort associated with spending money and increases the perceived value of the purchase.

Focus on highlighting the positive outcomes or advantages that customers will gain from their purchase, rather than emphasizing the price. For example, instead of saying 'Buy now for $X,' you could say 'Unlock specific benefit for $X.' This reframing can lead to higher conversion rates as customers focus more on the value they're receiving rather than the money they're spending. Additionally, this tactic can potentially increase average order value as customers perceive greater overall value in their purchase.

To optimize your website using's purchase tactic, incorporate benefit framing throughout your product descriptions, pricing pages, and checkout process. This approach can help reduce the salience of cost and mitigate the pain of paying for potential customers.

Redesign your website copy to emphasize the benefits and outcomes of purchasing your product or service, rather than focusing solely on features or prices. For example, instead of listing a subscription price, frame it as 'Unlock specific benefit for price.' This tactic can be particularly effective on landing pages, pricing tables, and during the checkout process. By shifting the focus to value gained rather than money spent, you can potentially increase conversion rates and average order value across your website.

To A/B test's purchase tactic, create two versions of your purchase process: one that uses benefit framing (version A) and one that uses traditional cost framing (version B). Randomly assign visitors to each version and measure key metrics such as conversion rates, average order value, and customer lifetime value.

In version A, frame the purchase as unlocking a benefit, emphasizing the value and positive outcomes. In version B, present the purchase in a standard format focusing on price. Track user behavior, including time spent on purchase pages and engagement with product descriptions. Complement this quantitative data with qualitative feedback through customer surveys to understand perceptions of value and satisfaction. Analyze the results to determine which approach leads to better outcomes for your specific product and customer base.'s purchase tactic improves user experience by reducing the psychological discomfort associated with spending money, known as the 'pain of paying.' By reframing the cost as a benefit to be unlocked, this approach shifts the user's focus from the financial aspect to the value they'll receive.

This tactic can make the purchasing process feel more positive and rewarding for users. Instead of dwelling on the money they're spending, customers are encouraged to think about the advantages they're gaining. This can lead to a more satisfying buying experience, potentially increasing customer satisfaction and loyalty. Moreover, by reducing the salience of cost, this approach can alleviate decision-making stress, making the overall user journey smoother and more enjoyable.