July 8, 2012

OVERHEARD AT CASA DEL JUDD:

Pricing Experiments You Might Not Know, But Can Learn From (Conversion XL, 10/31/11)

Offering 3 options

The old truth about offering 3 pricing options holds water. Here's a pricing experiment in selling beer - again from W. Poundstone's amazing book Priceless.

People were offered 2 kinds of beer: premium beer for $2.50 and bargain beer for $1.80. Around 80% chose the more expensive beer.

Now a third beer was introduced, a super bargain beer for $1.60 in addition to the previous two. Now 80% bought the $1.80 beer and the rest $2.50 beer. Nobody bought the cheapest option.

Third time around, they removed the $1.60 beer and replaced with a super premium $3.40 beer. Most people chose the $2.50 beer, a small number $1.80 beer and arounf 10% opted for the most expensive $3.40 beer. Some people will always buy the most expensive option, no matter the price.

You can influence people's choice by offering different options. Old school sales people also say that offering different price point options will make people choose between your plans, instead of choosing whether to buy your product or not.

How to test it: Try offering 3 packages, and if there is something you really want to sell, make it the middle option.


The Daughter Judd (racing into the kitchen) : "Mom, Dad's using horse shampoo!"

The Wife : "Oh, don't worry, honey, it was probably just the cheapest one he could find."

Me : "The biggest bottle at the Dollar Store!  32 ounces for a buck."

The Daughter : "If they have to tell you on the bottle that it's safe for human use it means humans shouldn't be using it...."

Posted by at July 8, 2012 7:45 AM
  

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