Understand how an intentionally inferior option can steer choice toward higher‑margin tiers. Learn to design decoys ethically so customers feel guided, not tricked.
A decoy is designed to be asymmetrically dominated—clearly worse than the ______ option but closer to it than to the other.
random
cheapest
status‑quo
target
In a good‑better‑best lineup, placing a slightly overpriced middle plan that is inferior to the best plan can ______ selection of the best plan.
eliminate
increase
guarantee
reverse
For a decoy to work, it must be similar on key attributes so customers naturally ______ options.
bundle
compare
ignore
average
A common mistake is making the decoy too attractive, which can ______ margin or cannibalize the target.
fix
erode
guarantee
eliminate
Ethically, decoys should be disclosed and useful; pure bait options that no one should buy risk ______.
consumer backlash
tax credits
automatic upgrades
inventory growth
Decoy designs typically move preference toward the option it most closely ______.
bundles
discounts
opposes
resembles
In SaaS, a decoy might add minor features at a much higher price to make the true best plan look ______.
feature‑poor
experimental
obsolete
high‑value
Decoys work best when differences are easy to see—use a clear ______ to highlight where the target dominates.
testimonial
carousel
comparison table
FAQ article
If customers are highly price‑sensitive and comparison‑shopping across sites, decoy impact tends to ______.
fix
decline
guarantee
skyrocket
A lightweight A/B test for decoys randomizes the presence of the decoy and measures lift in ______ selection rate.
refund rate
traffic share
support tickets
target plan
Starter
You see how decoys steer choices. Work on dominance clarity and ethics.
Solid
Nice—your decoys are comparable and transparent. Keep an eye on margin and cannibalization.
Expert!
Expert—your lineups guide to the target without trickery. You validate lift with clean tests.
