This sounds like an obvious thing, but bear with me, because I have a motivating anecdote: If your firm has two products A and B, and B is clearly better for the customer, and the customer is trying to purchase A, suggest B and tell them why it is better.
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And respect that! Sure! If I tell you "Actually no your math is wrong and/or your assumptions do not account for my edge case and/or I enjoy paying more for inferior services because my name is The Joker" then let the transaction go ahead w/o more than a click or sentence.
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But crikey, this feels like a really sucky user experience to be actually living right now. Fixing it commits me to canceling one transaction and starting another (very much a timesuck over a holiday) and now every time I use A I'll be fuming at poor decisions at the bank.
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And right now you're asking "Hey Patrick how can a product both be lower cost to you *and* more lucrative to the bank" and the answer is "This is common in finance but a detailed explanation makes A, B, and the bank easily guessable and tweeting those has non-zero social cost."
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I have a slightly different counter-argument: have seen some evidence that the attempted "you actually wanted B" re-direct can cause straight-up abandonment due to confusion + 2nd funnel step. But obviously depends a lot on specific product & execution. Worth testing.
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Yep, and that is a genuinely good thing to worry about, but it seems entirely solvable from a product perspective. (I mean, you could wait until I say yes to A and then "On review of your application, B is better fit (why?); click here and we'll instafix" in flow or via email.)
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