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.
Digital stores feel like physical stores in which real estate is expensive.
$1500 seems cheaper than $1,500.
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.
Design currency symbols so they're less painful and easy to distinguish from the digits in a price.
Starting prices become the baseline for comparison, so the subsequent prices seem cheaper.
Customers can easily subtract these numbers, enlarging the perceived discount.
It feels like a better deal.
A visual difference feels like a numerical difference.
A visual gap makes the numerical gap seem larger.
Below $100? Give 20% off. Above $100? Give $20 off.
All else equal, coupons are more effective than visibly reduced prices.
Round percentages seem big, while decimal percentages seem urgent.
Emphasize the benefits. Not costs.
Customers are more likely to choose a middle option because of the central gaze cascade effect.
Gamified discounts are consistently effective.
Customers evaluate this option first, so this price becomes an anchor point for subsequent prices.
Customers feel less pain spending money from refunds because they feel like "free money."
Customers are more likely to buy adjacent products if they don't compete with a discounted product.
They seem urgent and legitimate.
Customers focus on the average, rather than the sum.