Why your price layout matters

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The Psychology Behind Price Tags

When it comes to pricing, perception is everything. Shoppers rarely analyze prices logically—they respond to subtle cues that shape how affordable or expensive something feels. That’s why how you present your prices can impact conversions just as much as the actual number.

Here are four quick pricing psychology tricks that help you win more checkouts—backed by behavioral science:

1️⃣ Shrink the Discounted Price: Smaller font = more minor cost in the mind of your shopper. By displaying the sale price in a smaller typeface than the original price, you make it feel cheaper without changing the numbers.

2️⃣ Align Prices Horizontally: Place the original price on the left, and the discounted price on the right, side by side. Since people read from left to right, they naturally compare and absorb the price drop better this way.

3️⃣ Lower the Final Digit: Avoid ending the sale price with a number higher than the original. For example, £295 down to £250 feels cheaper than £295 to £249, even though the latter is technically less. Our brains latch onto the last digit, and lower endings feel like bigger deals.

4️⃣ Create Visual Distance: Physically separating the original and discounted prices (with space, lines, or different sections) allows customers to mentally register the savings more clearly—making the deal more persuasive.

The Takeaway
The smallest tweaks to how you display prices can change how people perceive them. Test these tactics in your product pages, pricing tables, and ads to boost conversions—without changing your offers.

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The Takeaway
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