Which digits? How high? Best layout? A checklist of pricing tactics.
Customers equate visual size with numerical size.
Prices seem cheaper on the left.
Small-related words (e.g., low, tiny, little) infuse into nearby prices.
Phonetic size feels like numerical size.
Something will "feel right" about the price.
Men make decisions quickly, and they assume that red prices indicate savings.
$1500 seems cheaper than $1,500.
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 the initial prices as a baseline for comparison, so the subsequent prices seem cheaper.
Customers will compare your price to past prices, competitors, and adjacent numbers.
Use just-below prices (e.g., $2.99, $49.95) to reduce the left digit as much as possible.
Adjust the units of time or usage.
A visual difference feels like a numerical difference.
When customers acquire one item in a bundle, they're motivated to acquire the remaining items.
A visual gap makes the numerical gap seem larger.
Discounts seem larger with an easy-to-subtract gap between them.
Below $100? Give 20% off. Above $100? Give $20 off.
All else equal, customers prefer coupons to visibly reduced prices.
Customers can easily subtract these numbers, enlarging the perceived discount.
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.
Help customers imagine "getting more" while "paying less."
Emphasize the benefits. Not costs.