# A little tip on price display (most do it all wrong)

14 replies
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People love to know they are getting a good deal or even a bargain, right? We all know that and that is why we run special offers (even if they are just a ploy to make them feel like they are getting a good deal).

But how do we display the bargain price?

I found that many get this crucial step all wrong.

Consider these two alternative ways of displaying a special offer:
1) The way most would do it: Today Only \$27 instead of \$37
2) The way I suggest: Instead of the every day price of \$37 get it today for just \$27

Try reading these two sentences again and see if they feel (yes, feel) different. Do they?

People will get "hung up" on the first figure they see so in the first example they will register the \$27 price point and will not notice that much the fact it is a discount from \$37.

In the second example, on the other hand, the \$37 price point will register first so when they get to see the actual price of \$27 they are more likely to notice the discount and feel excited about it.

Let me know what you think by commenting below.
•  Originally Posted by elyshemer People love to know they are getting a good deal or even a bargain, right? We all know that and that is why we run special offers (even if they are just a ploy to make them feel like they are getting a good deal). But how do we display the bargain price? I found that many get this crucial step all wrong. Consider these two alternative ways of displaying a special offer: 1) The way most would do it: Today Only \$27 instead of \$37 2) The way I suggest: Instead of the every day price of \$37 get it today for just \$27 Try reading these two sentences again and see if they feel (yes, feel) different. Do they? People will get "hung up" on the first figure they see so in the first example they will register the \$27 price point and will not notice that much the fact it is a discount from \$37. In the second example, on the other hand, the \$37 price point will register first so when they get to see the actual price of \$27 they are more likely to notice the discount and feel excited about it. Let me know what you think by commenting below.
I like a number, crossed out with new price next to it.

Seems that most of the discounted prices I see are like that. Your way has too many words in it, I doubt if it makes a difference, but testing has shown the X out old price works.

gjabiz
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•  Originally Posted by gjabiz I like a number, crossed out with new price next to it. Seems that most of the discounted prices I see are like that. Your way has too many words in it, I doubt if it makes a difference, but testing has shown the X out old price works. gjabiz
Sure a crossed out number is great. However, still, it maters which figure they see first!

(and I agree about the second version having to many words in it - I was trying to hard to make a point )
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•  Originally Posted by gjabiz I like a number, crossed out with new price next to it. gjabiz
i would prefer this too
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• I agree with this...I believe it is a matter of buyer persuasion and positioning...if we think we have a good value product and this will help a lot of people, then it is up to us to convince them to try the product and see the value in it. Thanks for this Ely.
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• Banned
 Originally Posted by elyshemer Let me know what you think by commenting below.
I think that as with so many other things, the "right answer" is determinable only by testing.

.
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• The second one does look better, but ultimately it comes down to the offer and if its a good deal.
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•  However, still, it maters which figure they see first!
Based on what?

Cards Against Humanity sold more sets by increasing the price for the day:
Cards Against Humanity Sales Increased During Fake Black Friday "Sale" - Eric Johnson - Commerce - AllThingsD
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• Yep, people would need to test this in their own situation.

Nothing ever works 'across the board' in marketing because different people react differently.

Also people would need to realize if they are saying it's a discount but it's always like that, it's misleading and false advertising. So unless your price really is \$37 most of the time, this technique should not be used.
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•  Originally Posted by WillR Yep, people would need to test this in their own situation. Nothing ever works 'across the board' in marketing because different people react differently. Also people would need to realize if they are saying it's a discount but it's always like that, it's misleading and false advertising. So unless your price really is \$37 most of the time, this technique should not be used.
I totally agree. I was just suggesting the psychological effect of what number is seen first. The first to be seen is "considered" by the brain to be the price so for the discount to make the impact we want I suggested leading with the high price.
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•  Originally Posted by elyshemer People love to know they are getting a good deal or even a bargain, right? We all know that and that is why we run special offers (even if they are just a ploy to make them feel like they are getting a good deal). But how do we display the bargain price? I found that many get this crucial step all wrong. Consider these two alternative ways of displaying a special offer: 1) The way most would do it: Today Only \$27 instead of \$37 2) The way I suggest: Instead of the every day price of \$37 get it today for just \$27 Try reading these two sentences again and see if they feel (yes, feel) different. Do they? People will get "hung up" on the first figure they see so in the first example they will register the \$27 price point and will not notice that much the fact it is a discount from \$37. In the second example, on the other hand, the \$37 price point will register first so when they get to see the actual price of \$27 they are more likely to notice the discount and feel excited about it. Let me know what you think by commenting below.
Why ploy?

People get "hung up" on false scarcity, false promises and false gurus they can no longer trust.

If you want you're customers to trust you, don't do this type of manipulation. Get creative and implement real scarcity, that actually means something.

As for the answer to your question, every minute in the what if phase is a moment out of the action phase.

It doesn't matter what results someone else has because you don't know all the variables that surround the numbers you're looking at.

Test it. Get results for yourself, then you will know what works and what doesn't.

That's fast.

That's accurate.

That's the path to real profits.

Rainee
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•  Originally Posted by Rainee Why ploy? People get "hung up" on false scarcity, false promises and false gurus they can no longer trust. If you want you're customers to trust you, don't do this type of manipulation. Get creative and implement real scarcity, that actually means something.
No argument there
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• You're right the second phrase looks way better.

Need to test it though.

Cheers,

C.G.
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•  Originally Posted by C G You're right the second phrase looks way better. Need to test it though. Cheers, C.G.
Thanks. I'm sure we would all love to hear from you the results of such testing
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• I personally think the approach is good because you first make them realize that the everyday price is higher and the feel good factor comes later with the discounted price. But, as others mentioned I also don't like a big chunk of text near my call to action button. So for now I'll stick to the crossed out price option.
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