How
Much is That Discount?
Successful
websites do as much work for people as possible
- so they don't have to think.
For most consumers, a 12% off discount on a product
doesn't mean much until you translate it for them
into real numbers.
Buy.com
Example:
Here's
how the site, Buy.com calculates prices for customers:
They
give the list price at the top, but have a line
striking through the price, so you know this isn't
the actual price.
Next,
they give you what you'll save ($10.00), and also
translate that into a percentage (28%).
28%
seems like a big discount, but $10 off on a $34.99
purchase seems even more compelling.
Finally,
they list the sale price below.
It's
quick, fast and easy to understand how much you'll
save and what you'll pay.
Omaha
Steaks Example:
Here's
how Omaha Steaks displays their discounts:
In
this case, I'm forced to do the math in my head
to understand how much I will save:
$87.99
- $44.99 = $43.00 savings (49%)
While
Omaha Steak's example takes up less space on the
page, the consumer doesn't realize how much they'll
save. And they're unlikely to be able to do this
type of math in their head.
Summary:
Do
the calculations for customers to show them their
savings. If you don't make this effort, they are
unlikely to do it as well. |
