Thomas from Ariyh - 🎓 Simplify your prices
🎓 Simplify your pricesMake the pricing of your product options and extras simpler than your competitors. People will perceive you as fairer and cheaper, even if you are more expensive.New to Ariyh? Join 6,874 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Campaign Monitor Meet Email Academy — a free, on-demand learning platform from Campaign Monitor. Whether email marketing is your full-time job, or just one of the many hats you wear, Email Academy will equip you with the tools you need to sharpen your email skills, grow in your career, and build your business. Browse courses and register for free today! Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroDoes it pay off to make prices of your product options and extras hard to calculate? No, it doesn’t. In fact, you can turn the simplicity of your pricing into a competitive advantage, and even boost your margins. P.S.: Remember, if you want expert help to apply the latest evidence-based marketing techniques to your business, product, or upcoming launch, you can reach out to me here for personalized recommendations. Previous insight: Use GIFs or emojis, not both (All insights here) Make it simple for customers to calculate your price componentsImpacted metrics: Customer acquisition | Customer spending 📈 RecommendationIf your price includes multiple components (e.g. because you offer extras or different options), make your price simpler than that of your competitors. For example, use price components that are rounded (e.g. $2 vs $1.78) and easy to calculate (e.g. price after % discount, not before). Customers will perceive your price as fairer and will be more likely to choose you, even if your overall price is higher. If it’s suitable for your product, you can also offer a flat rate (e.g. $50). This is a great way to reduce complexity, even in B2B. 🎓 Effects
(Some of the mobile plan options people had to rate and choose from in an experiment - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
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🔍 Study typeLab experiments. Germany 📖 ResearchHomburg, C., Totzek, D., & Krämer, M. (June 2013). How price complexity takes its toll: The neglected role of a simplicity bias and fairness in price evaluations. Journal of Business Research, 67(6), 1114-1122. 🏫 AffiliationsUniversity of Melbourne, University of Mannheim, and University of Passau. Australia and Germany Remember: This paper could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
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🎓 Use GIFs or emojis, but not both
Tuesday, September 7, 2021
GIFs and emojis improve message engagement (eg more attention, less unsubscriptions) and outcome (eg time spent in app). Don't use both at once or the effect backfires.
🎓 How to respond to complaints on social media
Tuesday, August 31, 2021
Limit yourself to one informative reply that shows empathy, then take it private (eg email, phone). Multiple public responses can hurt your brand and firm value.
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Executive summaries of the 5 best insights from Ariyh's first 6 months.
🎓 Which online channels to prioritize
Tuesday, August 17, 2021
If your product is hedonic (eg toys) focus on social media and your product page. If your product is utilitarian (eg office supplies) focus on search ads, review websites, and deal platforms.
🎓 Using NPS to predict growth
Tuesday, August 10, 2021
Net Promoter Score (NPS) is often called “The One Number You Need to Grow”. This is false. But it can predict growth if you survey all your potential customers and track its changes over time.
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