How to leverage anchoring bias

Anchoring can be a powerful tool to set users up for success by establishing clear expectations about how a process or experience might unfold. Here are some techniques to do so:

• Good defaults and suggested values: Well-chosen numerical default values not only save users from typing effort but also set expectations for what is typical or atypical. For instance, in image-editing software, a default gamma value of 2.2 helps new users understand the standard setting, enabling them to make informed adjustments.
• Suggested values: On nonprofit websites, suggesting a donation amount can guide users on how much to give, easing the decision-making process. On for profit products like food delivery apps, you can set suggested defaults for values like the tipping amount.
• Set accurate expectations at the start: In workflows or processes, especially complex ones like rendering a video or uploading a large file, providing an upfront time estimate for completion can set a realistic expectation.
• Show original prices with discounts: When displaying discounts, showing the original price alongside the discounted price can anchor the user’s perception of the item’s value. This can make the deal appear more attractive and increase the likelihood of a purchase.^[1]