Can You Answer Five Trick Questions?
Does a $4 burger cost less than a burger priced at $3.95?
Yes, it Does! $4 is actually less money that $3.95 – in the subconscious minds of customers. To be completely fair, $3.95 is less than $4.00. BUT $4 is less than both of them. You see, it’s the decimal points that matter. $4 is Shorter in length than $3.95, so $4 Feels smaller.
If you are in retail clothing you’re probably arguing with me right now in your head. But I have piles of conversion optimization studies that prove my point. So the next time you are marking down blouses, price 50% of them at $9 instead of $8.95. Put them on different sides of the store and see which ones sell faster.
In summary, if you are extolling the Value of something, use all the decimal places. If you are presenting a Price, only use whole numbers.
(apologies to the vegans out there)
Will you get Less Returns offering a “30 Day Guarantee”, or a “90 Day Guarantee”?
|Remember now, this is a trick question. The answer is that longer guarantees generate less returns. Longer guarantees also improve sales conversions - especially in “high risk” transactions. Imagine for a moment you decided to return your newly purchased widget because you decided it just was not very useful. If you are 20 days into a 30 Day Guarantee, you have to get busy and take it back to the store. However, if you are 20 days into a 90 Day Guarantee, you can set it on a shelf because you still have time to take it back later.
Should your links be a boring blue, or an attention grabbing red?
If you want people to actually click on your links, make them underlined blue. Web users know that underlined blue underlined words are click-able. Any other format will lower your click through rate.
Do It the Right Way