Two principles of electronic commerce commodity pricing

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Sensory Logic, marketing consultant for "sensory logic", said: "Successful stores use expensive items to create a mixture of 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? I believe many electrical dealers know very well the meaning of them. 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 the "anchor point," What is the anchor point?

Before we talk about him, let's take a look at the following example, a chain of good product quality, high price and famous, they sell a magic toaster 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 why? But 1399 yuan sales are almost doubled.

The above example is not hard to find 2289 yuan is the sales of anchor points, at the beginning when there is no this anchor point, we always remember, think too expensive is not cost-effective, but then put on a 2289 yuan, 1399 yuan is not so expensive, people will convince themselves, this is very useful, 2289 of the function , 1399 yuan all have, why not choose it? 2289 Yuan Although few people buy it, but improve the consumer is willing to pay for the bread machine, of course, E-commerce industry anchor set and confirm is more clear, the impact of this anchor point more factors, we can carefully study, including the credibility of the enterprise, The credibility of the site and so on can also make the anchor point in a certain interval floating.

To this end 1992 Teoski and other people published a number of points of view, summed up the two major retail principles.

Rule number one: avoid extreme

Surveys show that when consumers are unsure of the product, they will avoid buying the most expensive or cheapest, the best or the worst, most of the choice between the middle, why so, we can study the consumer psychology!

Rule number two: weigh the contrast

The trade-off principle is that if a object is significantly better than a poor ethyl, consumers will tend to buy a--even if there are many other options, even if there is no way to judge whether a is not the best of all options, just a better than B is a selling point, it carries a far greater than rational weight, it is obvious that shoppers, To choose a reasonable thing, he can tell himself that buying a is better than B.

Based on the above two principles, we can spread the idea of diffusion to every corner of the electrical business site, let the price and selling points through the contrast, the anchor point full performance, many stores for the commodity selling point 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, To improve the user experience, but often ignore these two major 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. This article source http://www.tianpingxian.com Balance line reprint Please specify!