A Look At Searcher Price Sensitivity

In the era of flash sales, daily deals, and Black Friday (or Thursday), consumers seem to be more price conscious than ever. If you look at the slickdeals community, you’ll find that some will even go out of their way to save a few dollars off of $100+ items. So why does this matter?  If your customers feel like they’re getting a great deal, and you can convey that in your ad copy, you’re on the road to success. Let’s check out an example.

A client I work with recently started a sale that offers three months of their subscription service for a dollar. On a normal day, this same service comes in one of two varieties – a 14-day trial or a 30-day trial, and the service is $9.99/month after that period ends. There were two keys I kept in mind when writing ad copy for the sale:

  1. Highlight the sale price.
  2. Create a sense of urgency.

Mentioning the sale details and price are a bit of a given, but creating a sense of urgency is sometimes hard to accomplish in 70 characters or less. Something as simple as “Sale ends soon” can work wonders, but using countdown ads can have an even stronger effect. For example, you can have the ad say “Sale ends in XX days”. As you approach the end date, the urgency is magnified, which generally leads to a higher conversion rate.

Enough theory – let’s look at some data comparing the past 10 days with the previous 10 days from a campaign running the sale ads:

Conversions: +17.88%

Cost / Conversion: -18.46%

Conversion Rate: +22.88%

As you can see, the sale had a tremendous impact on conversion-related metrics, while cost and click metrics were relatively stable (actually down slightly). Efficiency from these ads has been strong, which demonstrates the need to appeal to the bargain hunter in all of us. You or your client won’t always have a sale going on, but there are a few things you can highlight in copy to get people’s attention:

  1. Mention price where possible.
  2. Free shipping if you have it.
  3. Any other freebies included with purchase.
  4. Features that separate your service or product from your competitors.

And I’m sure there are a ton more that I’m leaving out. Please feel free to discuss in the comments!

Point It About the author
No Comments

Leave a Comment: