Stop Losing Extra Sales Using Simple Psychology “Tricks”
Did you know that small tweaks in how you present information could be the reason why customers aren't buying? It’s true. Subtle changes in how you display prices, format text, or show discounts can have a big impact on your sales. Some fascinating research shows exactly how these small shifts in presentation can lead to more conversions. Let’s dive into three easy psychology-based tricks you can start using right now.
1. Present Prices Without a Comma: A Small Change for Big Results
Here’s a simple adjustment that could make a big difference: removing commas from your prices. Studies show that when prices are presented like "$1,499," they feel larger and more expensive than "$1499," even though the numbers are the same. Why? The comma creates a mental pause that makes people process the number in chunks, which makes it seem bigger.
Research published in the Journal of Consumer Psychology found that prices written without commas seem smaller and easier to handle. This subtle shift in how you display prices can help people perceive the price as more approachable. So, try displaying $1499 instead of $1,499 to reduce that mental friction for your customers.
2. Use Italics to Evoke Speed: It’s Not Just for Looks
Italics can do more than just make text stand out—they can actually make people feel like something is happening faster. Research has shown that right-slanted (italicized) text can create a subconscious association with speed and movement.
A study by Coulter and Norberg (2009) found that people perceive italicized text as faster because of our brain’s natural connection between slanted visuals and motion. Think about how we see objects tilted forward when they’re moving fast, like cars or athletes. When customers see italicized phrases, their brains link it to urgency or speed.
So, if you want to emphasize a limited-time offer or create a sense of urgency, use italics for key phrases like “Hurry, offer ends soon!” or “Limited stock available!” This little tweak could encourage faster decision-making.
3. Make Sale Prices Smaller Than the Original: Create the Feeling of a Bigger Discount
This trick might sound counterintuitive, but displaying the sale price in a smaller font than the original price can actually make the discount feel bigger. The Journal of Consumer Research published a study showing that when the sale price appears smaller, customers perceive a more significant price drop.
Here’s how it works: the larger, original price acts as an anchor in the customer’s mind. When the sale price appears smaller, it creates a stronger visual contrast, making the discount feel more substantial—even if the difference isn’t huge.
Try displaying the original price in a bold, larger font, like $299, and the sale price in a smaller, less prominent font, like $199.
This subtle size difference can help make the discount more appealing.
Why These Small Tweaks Matter
Running a small business can be challenging, and every sale counts. The good news is, you don’t need to overhaul everything to make a difference. By simply removing commas from prices, using italics to create urgency, and making sale prices smaller than the original ones, you can influence how customers perceive your products—and increase your chances of closing a sale.
These small tweaks are based on solid research, cost nothing to implement, and can help you stop losing these extra sales.
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Research References:
Coulter, K. S., & Norberg, P. A. (2009). Right-slanted (italicized) typeface increases perceptions of speed. Journal of Consumer Research.
Coulter, K. S., & Coulter, R. A. (2005). Distortion of price discount perceptions: The right-digit effect and small price changes. Journal of Consumer Research.
Coulter, K. S., Choi, S. S., & Roggeveen, A. L. (2012). How numeric and semantic cues affect price perceptions.Journal of Consumer Psychology.
