PRICING SWIPE FILE

1️⃣: Don’t write the price TOO big.

$99 looks a lot scarier than $99. Don’t over-ephasize the price, but don’t hide it either. There are no bonus points for SCREAMING the price at your customers. Tell them, using inside voices.

An example of this done well from Sephora: 

Look at the size of the pricing of the product. Perfect.

2️⃣: Goodbye decimal points.

$70.00 is a big number. 4 digits, in fact. Do you know what is a lot more appetizing? $70. We just cut the numbers in half. 2 digits. 2 digits isn’t scary. Your customer can afford 2 digits, or so you’ll teach them. 

Madhappy does this well ($70, not $70.00)

3️⃣: BYOB – with a twist.

Let your customers build their own bundle, and save when they hit X amount of products. 

Basket size is protected (and AOV stays high), yet there’s a ton of freedom for them to pick their own adventure. The way AOV stays high – an incentive for hitting a bigger basket. 

Taste Salud does this well (buy 3, save $10): 

4️⃣: Don’t hide the price – EVER.

Make the price visible on homepage, AND on the PDP. There’s no advantage to hiding the price on homepage, only for your customer to get scared and bounce at the product page level. Write your prices clearly, often, and proudly (just not too big, as per point #.) And, without decimal points (as per point #2). 

Soft Services shows price in this shoppable section right on homepage. 

4️⃣: Bonus points if your ad creative doesn’t hide the price, either. 

Like this static Meta ad, by Seed. Notice the ad creative has the price, the word free is written on the static creative 3 TIMES, they mention in the ad copy that this is less than a cup of coffee, and less than $2/day. 

That’s a lot of emphasis on price – and yet – a lot of information on the product is still provided (the price is paired with what the product will do for you).