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Many shop owners complain about the same thing:
“Our products are excellent… but people say the price is high.”
But the surprise?
In most cases, the price isn't actually high… it appears high because of a simple mistake on the product page.
The customer doesn't compare the price alone; they compare it to the impression the page gives.
And if that impression is wrong… the price will seem high even if it's just average.
1. The mistake is displaying the price without context.
The biggest mistake a product page can make is displaying the price as a bare number, without any explanation of its value.
The customer sees the number and immediately asks themselves:
“Why should I pay this amount?”
If they don't get a quick answer on the same screen… they start to hesitate.
2. The price should come after the customer understands the product.
Some pages put the price above everything else, before the image, before the features, before any explanation.
Here, the customer sees the price without knowing:
– What benefit does the product offer?
– What problem does it solve?
– What makes it stand out from the competition?
So they feel the price is higher than it actually is.
3. Lack of benefits makes the price feel psychologically burdensome.
Simply listing specifications isn't enough.
Example:
“5000mAh battery.”
What's the benefit?
The customer wants to know:
“It lasts me a whole day without charging.”
When you mention the benefit, the price becomes justified.
4. Incorrect comparisons kill the sense of value.
Some stores list only one product without any reference.
The customer doesn't know if the price is:
– High
– Medium
– Low
Offering two or three options with different specifications makes the price seem more “logical.”
5. The placement of the price on the page changes the perception.
If the price is tucked away in a long text or at the bottom of the page, it feels like an uncomfortable surprise. The best place for the price is:
– Clearly visible
– Near the purchase button
– Surrounded by reassuring information (warranty, shipping, return policy)
6. The absence of reassuring elements makes the price seem intimidating
Even if the price is excellent, the absence of simple things can make the customer hesitate:
– Clear return policy
– Delivery time
– Reviews
– Number of buyers
Without these, the price appears risky.
7. A product page that doesn't answer the question "Why buy now?"
Price is always tied to the moment.
If the page doesn't tell the customer why to buy now, the price seems higher.
For example:
– Limited quantity
– Fast shipping
– Seasonal use
– A solution to a current problem
All of these justify the price in the customer's mind.
The price is rarely the real problem.
The problem is often how the price is presented on the product page.
Reorganize the page layout, clarify the value, and let the price appear after the customer understands… and you'll see the difference without changing a single number in the pricing.
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