Insight of the Week

Show Repeated Digits in External Marketplaces

A new study shows that you can grab more attention in online marketplaces by choosing the right digits in your price.

Nick Kolenda
Last updated March 1, 2024
A listing of flights with a circle around a listing price of $2111


Humans group items that look similar:

Similar triangles being grouped, and the cluster 999 being grouped in a price

It's called gestalt similarity. And it pulls attention to these areas.

Are you selling products on Amazon, eBay or other marketplaces?

Try repeating digits in your prices (e.g., $2111).

While scanning these listings, customers are more likely to notice these digit clusters, thereby noticing your product.

Researchers confirmed this effect with heatmaps. Repeated digits (e.g., 8999) received more attention than unique digits (e.g., 6875; Dogerlioglu-Demir, Akpinar, Gurhan-Canli, & Koçaş, 2022).

Other takeaways:

  • Repeat Any Digits. Not just prices. Try it with dates, ratings, or SKUs.
  • Avoid Price Repetition in General. Don't repeat digits on your own website. You typically want their attention on benefits, not costs.

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