Step 1: 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 is found on, you guessed it, Sephora.
I put the show on, and then 2 episodes in... I was a little confused but didn't want to say anything because I had made the rec to watch the show (couldn't admit a mistake).
I then paused it because his phone rang. When I paused it, I realized I had started the series on SEASON 2, EPISODE 3.
I sadly had to admit this to him. He hasn't shut up about it since Tuesday. In my defense, it IS a great show and once we started it at the beginning, he muttered that he liked it. BUT HAS YET TO STOP COMPLAINING ABOUT THE SEASON 2 ISSUE.
Luxe Weavers started with just $200 in investments and a small team of three people passionate about bringing customers high-quality textiles at any price point.
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$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.
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.
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.
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).
GO-TO-MEME
P.S. This is niche but I had a lolly pop at Chase Bank (they have branded lolly pops). The blue one SMACKS. It truly was the best thing I ate this week. Does anyone know what I'm talking about??? Have you tried it? It was shocking.
I'd be remiss not to tell you that we went to a tulip farm yesterday (also evidenced by the rouge tulip picture I placed in the middle of Go-to-Millions above).
It was overwhelmingly beautiful.
I wore clogs.
Yours,
Ari
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