Anchor-Point Pricing Method: Two principles of the pricing of electricity merchants ' commodities

Sensory Logic, a marketing consultant for "sensory logic", said: "Successful stores use expensive goods to create, mixing the complex feelings of anger and happiness." It is not difficult to find the truth, the emphasis is on anger and happiness, where does this feeling come from? High-priced items in front are the source of anger and happiness. Like shopping friends will find that some stores always put some of the products of the same kind of goods, it is often marked with sky-high prices, this price is often several times the other goods, or even dozens of times times, the business to rely on him to make money? Obviously not. So what does it do? We call this practice "anchor," What is the "anchor point"?
tell him before we take a look at the following example, there is a chain of http://www.aliyun.com/zixun/aggregation/20581.html "> Products of good quality, high prices and famous, They sell a magical toaster for a price of 1399 yuan. They later added a slightly larger model, the price is 2289 yuan, guess what happened? 2289 Yuan of unsalable mess, you are not a bakery, want a big model of why? But the 1399-dollar sales volume is about a double.
Through the example above, it is not difficult to find that 2289 yuan is the price anchor for the sale, at the beginning of the time without this anchor point, we always think that too expensive is not cost-effective, but then put on a 2289 yuan, 1399 yuan is not so expensive, people will convince themselves that this is good very useful, 2289 yuan have the function, 1399 yuan all have, why not choose it? 2289 Yuan Although not a few people buy it, but it has improved the consumer is willing to pay for the bread machine price, of course, E-commerce industry anchor Point of the setting and confirmation is more clear, the impact of this anchor point more factors, we can carefully study, Including the credibility of the company, the credibility of the site, etc. can also allow the anchor point in a certain interval floating.
for this 1992 Teoski and other people published papers to present some views, summed up the two principles of retail.
First rule: avoid extremes
surveys show that when consumers are unsure about a product, they avoid buying the most expensive or cheapest, the best or the worst, most of the choices are in the middle, and why, so you can study consumer psychology!
The second principle: tradeoff comparison,
Tradeoff principle, if a object is significantly better than a poor B, consumers tend to buy a--even if there are many other options, even if there is no way to determine whether a is not the best of all options, only a better than B is a selling point, it carries a far greater than rational weight , it is obvious that shoppers, who want to choose a reasonable thing, can tell themselves that buying a is better than B.
based on the above two principles, we can think through divergent thinkingSpread to every corner of the electric dealer's website, let the price and selling point by contrast, anchor point full performance, many stores for the sale of goods will not be clearly identified, which greatly reduced the probability of a deal, we often in the design of the Web page, in the study of conversion rate, progressive user experience, but often overlooked the above two principles.

People are always very stubborn to choose what they think is right, in the traditional sense of the price, for example, 888 yuan, 999 yuan, in the electric business enterprise sales in the psychological role of less and less, electric business enterprises should carefully read the two principles, combined with the current network shopping in various aspects of the specific implementation.

Source: Balance Line