The trick to resetting the price on the landing page

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In our article, we will talk about a well-known marketing technique called price drop, which allows you to attract the visitor's attention to your product. So, how to use price drop on a landing page.

What is the essence of price reset: you allow the visitor to compare the price with products that give a similar result. But do not forget that the technique works on the principle of anchoring: that is, you first need to show a higher price, and then yours. This way the user will see the benefit of your offer.

Example #1: Selling A/B testing training

So, first we ask the visitor how much he is uses of twitter willing to pay to double his income. We immediately add several large figures and provide for comparison the cost of the course from American agencies ($3,000).

As soon as we show our price "only 5000 rubles", the price reset will work. After all, compared to the previous 500,000 rubles or $3000, this amount looks insignificant. It is no longer so pity to give it for a two-day training that promises so many bonuses.

Example #2: Management Accounting Courses in Excel

The anchoring technique works not only with prices, but also with numbers. For example, you can show your client not only the price, but also other significant figures: the number of satisfied clients, how much work has already been done, how many years of warranty you give, how many thousands of kilometers have been driven, and others.

The value of numbers can also be understood in an experiment by American scientists: Dan Ariely, George Loewenstein and Drazen Prelec. They showed people products of different prices and asked whether they would pay for the product an amount equivalent to the last two digits of their social security number. After the survey, the researchers asked the participants to indicate the exact price they were willing to pay for these products. Surprisingly, the psychologists found a direct correspondence between the social security number and the price that is optimal for each person. For example, here is the data for one of the products - a keyboard:


Example No. 3: legal support when purchasing real estate

We describe how you can buy an apartment yourself or with the help of realtors. Then we pull out all the important information for the visitor: a list of parameters to be checked, the authenticity of documents, professional analysis, conclusion, terms and cost. With such a thorough analysis, it becomes obvious that choosing real estate with the help of lawyers is much more profitable.

In addition to the price reset trick, you may find the following useful articles useful:

3 Ways to Change Headlines on a Landing Page
How to check text for uniqueness?
What is the target audience and how to define it?