Promotion: Price anchor points in second-category e-commerce advertising!

Price anchor is a marketing method that we often use in copywriting design. For example, if the original price is 999 and the current price is 9.9, it will give people the illusion of "getting a great bargain".

Today, let’s take a look at two price-related cases of second-tier e-commerce companies.

Case 1: Zhangqiu Iron Wok

This product has a very strong endorsement - "A Bite of China". Therefore, the product can focus on selling points such as "traditional, handmade, no chemical coating, durable, delicious cooking". On the one hand, the landing page needs to strengthen the "Tip of the Tongue" endorsement, and on the other hand, it needs to depict the traditional craftsmanship of iron pot forging, while creating a sense of tension through purchase restrictions and reservations.

It is worth noting that the price of the outer copy is 398 yuan, while the first screen of the landing page is 198 yuan.

Case 2: Temperature-controlled black technology down jacket

As the weather gets colder, down jackets are also highly sought after, especially those with some black technology elements, which can attract more users' attention.

Coincidentally, the outer material shows 499 yuan, but the first screen of the landing page shows 299 yuan.

Judging from these two cases, the price issue was either due to negligence or intentional.

We have encountered many cases where the copywriting was not smooth or had obvious typos , but group member @森 talked about his personal experience:

"I once created five plans and released them without reviewing them. Later, I found that all five plans had typos and were not readable, but there were still a lot of orders. Then I thought, what's wrong with the sentences? My boss would scold me if he saw them. So I changed them, and then... the orders were less than one-tenth of the original."

So, let us imagine: what would be the result if it was done intentionally?

The high price of the outer creative is used to screen potential high-spending and high-decision-making groups, but the price of the landing page is far lower than the user's expectations, which forms a price anchor point and even a little surprise.

Therefore, if you want to test this method, the price connection and explanation on the first screen of the landing page need to be optimized and strengthened. On the one hand, the external price should be connected, and on the other hand, sufficient reasons should be given to explain "why the product price is reduced at this moment", giving users the illusion of "getting a bargain" or "being lucky".

The above are two cases shared today. In summary, “investment is a metaphysics”. Please leave a message at the bottom for discussion.

Source: Aichi SEM