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Accidental success...

by Jimmy Reilly
3 replies
I drove traffic to a sales letter recently and had a price of $37 in the copy and used Google optimizer to load different pages.

The pages had exactly the same sales copy, I was just setting it up for later split testing. By accident I had set the price with paypal for $34 on one of the pages.

Both pages had the same click-through rate to the order form, however the one at $34 had close to a 40% increase in people actually placing the order! (There were enough purchases for this to be statistically significant)

My guess is people thought it was a glitch that they were getting the product for $3 cheaper so they were more likely to follow through and send payment.

Interesting find, I might start pricing all my products a few dollars cheaper than the actual sales copy states.

- Reilly
#accidental #success
  • Profile picture of the author Brad Spencer
    Originally Posted by Jimmy Reilly View Post

    I drove traffic to a sales letter recently and had a price of $37 in the copy and used Google optimizer to load different pages.

    The pages had exactly the same sales copy, I was just setting it up for later split testing. By accident I had set the price with paypal for $34 on one of the pages.

    Both pages had the same click-through rate to the order form, however the one at $34 had close to a 40% increase in people actually placing the order! (There were enough purchases for this to be statistically significant)

    My guess is people thought it was a glitch that they were getting the product for $3 cheaper so they were more likely to follow through and send payment.

    Interesting find, I might start pricing all my products a few dollars cheaper than the actual sales copy states.

    - Reilly
    Interesting bit of psychology. Or you could tell them on the paypal button screen in the "item description" that it's $3 off b/c they clicked now then change it back to the "stated" price.

    Reinforce the fact they're getting a "you clicked the buy button" discount.

    Cheers,

    Brad
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  • Profile picture of the author Darla
    People always like to know they are getting a "bargain" , so they may have indeed decided to "take advantage" the $3 dollar difference before you "catch on". Interesting results.
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    • Profile picture of the author SamirSM
      As some of you have already pointed out, I too think that the un-proclaimed "discount" might have encouraged them to follow through.

      If you announce the discount, it seems likely that you have planned your profits accordingly and are offering a run-of-the-mill discount, apart from the fact this practice is fairly common everywhere, either in the form of exit pop-ups or front-page announcements.

      This would be a relatively new strategy I bet!
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