I think you mean Refund. Anyways, the price to refund ratio is going to be a function of Value. If the product over delivers and fills the need the customer was looking for, refunds will be low. If the product is crap, then your going to refund city.

There is no magic price to reduce refunds. I have had refunders at all price levels.

Your product and how it's sold dictates the refund rate.

The difference in refunds between $67 and $97 will be minimal. Randy is correct that the bigger issue is does the product deliver on the promises made in the sales materials.

I second the response that refunds will be based on the quality of the product that you deliver. If people feel they are getting value for their money then they will not demand a refund otherwise you can expect to process quite a few refunds.

Also if you offer a lifetime money back guarantee, studies have shown that you will get less requests for refunds than if you offer a 30 day money back guarantee. With the shorter time period people may not have time to fully absorb the material you offer so they will ask for a refund before the end of the time because they don't want to be stuck with a product that doesn't offer value when they do evaluate it.

You asked about the refund rate between $67 and $97 and I think the answers here were right non -- it depends on value, not price -- but an associated question to ask is whether people will see the value at $97.

Because if so, and if you can make almost as many sales at $97 rather than $67, then I think you should charge the higher price.

Often there are ranges where, to the consumer, there's no difference in price (or, the difference doesn't cause any resistance). For example, the difference between $12.95 and $19.95 may be almost nil, in which case charging the lower amount is needlessly leaving money on the table.

It's easy to do a price test using an A-B split tester (I have one at Sonic Toolkit) so you can tell for sure whether you should be charging $67 or $97 for the product.

Jay Jennings

Luckies,

If you are trying to determine whether to slap a $67 price tag or a $97 one, I would say go for the $97 one.

The reason for this is very simple. Even before the price tag (because the price is usually mentioned at the end of the sales letter), the aspect to be looked into is whether the sales letter creates the "I want to buy this" emotion in the prospect's mind. If this state is not achieved, then no matter what price point you select, you won't make a sale.

Now if this emotion is generated, then the next state is whether the price point makes the prospect think "I dunno, it seems too expensive". Now at this stage, what you might want to consider is a trial offer for $1 and a billing of $97 a month later. The reason is that there's not enough psychological difference between $67 and $97 to help the prospect decide if he is stuck due to the price point. $1 vs $97 - that states something - that the seller has immense confidence in his product. And if your product does over deliver, you can be assured of the $97 income.

IMHO, slapping a lower price just means you are not pocketing what you rightly should be through this product.