More than 60% of online shoppers consider the pricing as the major factor affecting their purchase decisions. Around 90% of online shopping takes place as a result of a certain price comparison, either through price comparison engines or independent comparison conducted by shoppers. In such a price-sensitive market, a solid understanding of pricing certainly matters!

1. HOW$TO$PRICE$YOUR$
PRODUCTS$ONLINE!
by!
BURC%TANIR%
CEO$&$Co'Founder$
burc@prisync.com!

2. TODAY’S$
AGENDA$
15$Pricing$Ma;ers!$
25$Cost'based$Pricing$
35$Market$Oriented$Pricing$
45$Consumer$Oriented$Pricing!
55$Conclusion$
65!A!li%le!surprise!:)!

3. PRICING$
MATTERS!$
Most%important%factor%%
for%%60%of%online%shoppers.%%
!even%higher%in%emerging%markets%
More%than%%90%of%shoppers%invest%
?me%to%find%the%best%deals%online.%
!more%than%10%mins%on%average%per%purchase%
Around%%20%of%website%traffic%come%
from%Comparison%Shopping%Engines.%
!way%higher%for%consumer%electronics%etc.%

4. COST5BASED$
PRICING$
MostJsimplis?c%approach%
!not%only%the%product%cost,%but%also%
the%overhead%web!shop%spending%
SeKng%the%desired%profitJmargin%
!depending%on%the%market%niche%%
and%market%compe==on%
You%can%be%undervaluing%yourself.%
or%
You%can%turn%out%to%be%uncompe??ve.%

5. EXTRA:!!
RETAIL$
SUGGESTED$
PRICES$
Brands/suppliers%may%want%to%
sustain%a%consistent%online%pricing.%
Special%supplier%deals/rela?onship.%
Being%closely%monitored.%
(be+er!be!co(opera1ng.!

6. MARKET$
ORIENTED$
PRICING$
What%is%your%USP?!
!value%or%price%related?%
Where%do%you%stand%
alongside%your%compe?tors?%
!lower%or%raise$prices.%
Penetra?on%pricing%

7. EXTRA:!!
COMPETITOR$
PRICE$$
TRACKING$
IT’S%A%MUST!%
%2!of!online!prices!change!on!a!daily!basis.!
BeTer%get%automated.%
email!alerts,!API!integra?ons!etc.!
Solid%ROI!%
sales!and!profit!boost!for!affordable!monthly!fees.!

12. CONSUMER$
ORIENTED$
PRICING$
Know%your%customers!%
!would%they%pay%premium,%
or%are%they%deal!hunters?%
Psychology%behind%the%
purchasing%decision%
!if%pricing%is%a%science,%it’s%a%mix%%
of%economics%&%psychology.%
source:$nickkolenda.com$

13. EXTRA:!!
PSYCHOLOGY$
OR$PRICING$
Theory%#1%
Charm&Pricing&
19.9%vs.%20%
The%conversion%rate%varies%almost%%100!%
The%winner%is%easy%to%guess!%:)%

14. EXTRA:!!
PSYCHOLOGY$
OR$PRICING$
Theory%#2JA%
Ra-onal&Pricing&
Product:%Lenovo(S8(S898T(%
93.53%vs.%93%
if%the%product%purchase%decision%depends%on%
a%ra=onale,$first$opHon$wins!%

15. EXTRA:!!
PSYCHOLOGY$
OR$PRICING$
Theory%#2JB%
Emo-onal&Pricing&
Product:%Emoji(Cushion(Pillow(%
13.47%vs.%13%
if%the%product%purchase%decision%depends%on%
emo=ons,$second$opHon$wins!%

16. EXTRA:!!
PSYCHOLOGY$
OR$PRICING$
Theory%#3%
Smaller&fonts&
19.99%vs.%19.99%
Even%more%effec=ve%when%contrasted%vs.%
larger%font%reference%prices.%i.e.%from%29.99%etc.%

17. EXTRA:!!
PSYCHOLOGY$
OR$PRICING$
Theory%#4%
Numbers&with&fewer&syllables&&
27.82%vs.%28.16%
7%syllables%vs.%5%syllables%
If%same%in%text%length,%phone=cally%longer%price%
will%be%perceived%higher%in%magnitude.%

18. CONCLUSION:!
PRICING$IS$A$
SERIOUS$$
SUBJECT!$
TURN%PRICING$INTO%A%%
MARKETING*WEAPON,%
AND%A%CONVERSION*BOOSTER*%
FOR%YOUR%E!COMMERCE%BUSINESS!!

19. THANKS$FOR$
LISTENING!$:)$
My$name$is,$
BURC$TANIR$
My$email$is,$
burc@prisync.com$
I$$$$$$$$E5COMMERCE!$
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