The secret to increasing user conversion rates for high-priced products!

What should we do if our product prices are much higher than those of our competitors?

How to convince users to abandon lower-priced products and switch to our products.

There is a method that specifically solves this problem, and that is cognitive contrast.

1. What is user cognition?

User cognition is the impression and judgment in the user's mind.

Sometimes users’ perception is inconsistent with the facts.

For example, if a bottle of yogurt is packaged in pure white, users may think that the ingredients are simple and contain no additives.

If the packaging is changed to one with colorful fruits, users may think it contains more fruit vitamin C, but the fact may be that it is the same yogurt.

2. What can influence user perception?

Everything that users can access.

For example, packaging, slogans, page style, smell, touch, weight, color, size, etc.

3. How to reshape users’ cognition?

Take advantage of contrast effects.

Humans are social animals and products are market-oriented things, and everything is relative.

To a certain extent, price, quality, and effect all exist relative to competing products.

Does a female star look better when she stands with her agent or with other stars?

The star is still a star, but he looks better against the backdrop of his fat and ugly agent. This may be the reason why many celebrities choose ugly people as their agents!

At present, users have become accustomed to "comparative shopping", comparing different products, different brands , different stores, and different shopping websites.

What we need to do is to take advantage of this habit of users and make them feel that other products are not good and that our products are better and more suitable for them.

Once this goal is achieved, even if our prices are slightly higher than similar products, we can greatly increase the transaction rate.

4. What to compare?

• The product has new features: compare with the user’s past perceptions;
• The product has upgraded features: compare with some aspect of competing products.

Case 1: Philips electric toothbrush

Manual toothbrush VS rotary electric toothbrush VS Philips sonic toothbrush:

How to convince users to give up manual toothbrushes and try electric toothbrushes?

How to convince users not to choose cheap electric toothbrushes and use more expensive Philips electric toothbrushes?

Philips used two cognitive contrasts to solve the above problems.

Manual toothbrushes cannot clean between teeth, rotary toothbrushes do not clean thoroughly, and Philips' sonic toothbrushes have strong vibration force and clean more thoroughly.

After reading this, do you feel, wow, Philips is so professional? It’s really expensive for a reason, because they clean more thoroughly!

In fact, most electric toothbrushes nowadays use sonic vibrations, and there are almost no rotary ones. But after such a comparison, users still think that Philips is very professional and powerful. This is the power of the contrast effect.

Case 2: Golden Rice Facial Steamer

Heating tube heating VS PTC heating:

Nowadays, many girls like to steam their faces at home to moisturize them, but professional facial machines are a bit expensive. Most people just choose cheaper ones and make do with them.

As a company that provides professional beauty equipment, how can Jindao get users to give up buying low-priced products?

Here it shows a burned face and explains that the heating tubes used on the market are prone to explosion and burns. I was so scared that I quickly deleted the cheap facial steamer from my shopping cart for fear of ruining my face!

What is the fact? The probability of a heating tube exploding is very, very small. Moreover, PTC heating also has its own shortcomings. It is prone to diffuse breakdown, which poses a safety hazard.

But after such a comparison, uninformed users will obediently walk into the circle they designed. Will users search on Baidu what PTC heating is specifically? No, I just think that other facial steamers are too dangerous. I’d rather use the Jindao one. It may be a little more expensive, but safety is the most important thing.

Case 3: A certain brand of concentrated laundry detergent

Original concept: Ordinary laundry detergent cannot clean oil and milk stains.

In our understanding, ordinary laundry detergent cannot clean oil stains, milk stains and the like. This enzyme laundry detergent takes advantage of this.

It attributes the reason for not being able to clean thoroughly to the fact that the dirt is large molecules. It is also said that enzymes can break down these large molecules. So, does this make you think that using enzymes to wash clothes will make them very clean?

The fact is, every once in a while a new substance appears, which makes clothes cleaner, better for skin, helps with weight loss, etc. But after a while it disappears and another product appears.

People's cognition is subverted time and time again in this way, and they are persuaded to buy new things time and time again.

V. Conclusion

For the same product feature, we just changed the way of expression and the effect can be much better.

Make good use of cognitive comparison to double your conversion rate !

Source: Jinggege Marketing