Sort-order effect
The direction a list is sorted in changes what people choose: descending price or quality order pushes choice towards higher-priced options.
Where it applies
Two of the eight page areas.
How to use it
Two ways to use it, and one to avoid.
- Treat the default sort as a lever on what people choose.
- Test the default sort per category rather than using one sitewide setting.
- Avoid: labelling a price-descending or margin-weighted default as “Recommended” or “Best match”.
What the research found
High-to-low price order led to pricier choices when price signalled quality.
Descending price order led to higher-priced choices than ascending.
Suk and colleagues found that listing options from highest to lowest price led people to choose higher-priced ones, but only when they read price as a sign of quality. Cai and Xu found that sorting an online list by descending quality made quality seem more important and drew higher-quality products into consideration.
Key research
Two sources, each checked.
Last reviewed
Before you use it · UK law
Do not label a price-descending or margin-weighted default as 'Recommended' or 'Best match'.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.