Which digits? How high? Best layout? A checklist of pricing tactics.
You compare prices to past prices, competing prices, and adjacent numbers.
Customers equate visual size with numerical size.
Prices seem cheaper on the left.
$1625 seems cheaper than $1,625.
Phonetic size feels like numerical size.
Small-related words (e.g., low, tiny, little) infuse into nearby prices.
Something will "feel right" about the price.
Men make decisions quickly, and they assume that red prices indicate savings.
Customers were more likely to buy two t-shirts for $25 because of the matching “t” sounds.
Design currency symbols so they're less painful and easy to distinguish from the digits in a price.
Customers use initial prices as reference points, so the remaining prices seem cheaper.
Customers can easily subtract these numbers, enlarging the perceived discount.
Use “charm” prices (e.g., $2.99, $49.95) to reduce the left digit as much as possible.
It feels like a better deal.
A visual difference feels like a numerical difference.
A visual gap makes the numerical gap seem larger.
If your price is $465, aim for a discounted price across every digit.
Below $100? Give a percentage discount (20% off). Above $100? Give an absolute discount ($20 off).
All else equal, coupons are more effective than visibly reduced prices.
Customers prefer prices that are divisible by the purchase quantity because it helps them imagine using these products.
Similar items pull more attention.
Round percentages seem big, while decimal percentages seem urgent.
We want to buy emotional products, but we need justification.
Existing products feel more appealing with a "decoy option" nearby.
Emphasize the benefits. Not costs.