The world of eCommerce is as fast-paced as it is competitive, and success in this space is often measured by revenue figures and market share. The quiet, unsung hero behind many of these measures of success is the secret sauce that influences every transaction: pricing. In a landscape where customer preferences are continuously changing and competition is fierce, strategic pricing approaches can make or break an eCommerce venture.
Alex Fedotoff has made it his mission to teach others how to effectively start and scale eCommerce businesses. After years of scraping to get by, he has scaled his own eCommerce ventures to multi-million dollar companies, all based on self-taught knowledge and deep-diving trial and error. His expertise covers various areas of eCommerce, from marketing to choosing the right products, but it is pricing where the real magic happens.
“Pricing plays a critical role in the success of eCommerce businesses,” says Fedotoff. “Through research and competition analysis, plus analyzing your own data, you can land on a successful pricing strategy.”
Understanding the value proposition
To understand pricing, one must understand the value proposition. “You have to align your pricing with the perceived value of your products, as this influences customer purchase decisions,” says Fedotoff.
The value proposition is as simple as customers believing a product is worth the price being asked for it and then being willing to pay that price. Entrepreneurs in the eCommerce space can track data that will give them insight into value proposition, and allow that to influence their pricing decisions.
“I start with competitive pricing,” says Fedotoff, “and then adjust the pricing based on data. If sales are high, I may be able to raise the price and then test sales from there. If they are too low, you can lower the price.”
Savvy product pricing involves analyzing what the market will bear and what your customers’ preferences are. Your target audience must feel as if they are getting a good deal and that pricing is fair and reasonable, or they will go elsewhere.
Dynamic pricing in eCommerce
Dynamic pricing is a strategy utilized by many businesses — even those not in the eCommerce space — where pricing is adjusted based on market conditions. One example of dynamic pricing can be seen within the airline industry, where flights vary in cost based on the time of day, time of week or year, or whether there is a holiday happening.
Businesses focused on eCommerce have an advantage when it comes to dynamic pricing capabilities over brick-and-mortar stores. “These businesses can change prices quickly based on what is happening in the market, keeping their return on investment high,” explains Fedotoff.
Entrepreneurs in the eCommerce realm who learn how to best harness the power of dynamic pricing can see significant benefits. Different factors that can influence dynamic pricing include market trends, inventory numbers, supply and demand, and what the competition is doing, so keeping an eye on your numbers and analytics is key to mastering a dynamic pricing strategy.
Optimizing pricing for maximum profitability
Optimizing pricing involves data analytics, significant market and competitor research, and an understanding of the behavior of your target market.
“You should use data analytics to collect information on everything from customer behavior and response to your targeted ads to competitor pricing,” Fedotoff says. “By analyzing these important data sets, patterns can start to emerge that will drive profitable pricing decisions.”
Entrepreneurs should also segment their customer base and tailor pricing strategies to different segments that are based on demographics, purchase history, or buying behavior. By tailoring promotional offers to these segments, conversion rates and the lifetime value of the customer can be maximized.
More specifically, entrepreneurs with eCommerce businesses should design a pricing structure that is based on market analysis and maximizes profitability across their different product lines and categories. They should feel free to experiment with pricing structures and see what best fits their chosen product and their target market.
“Throughout the process,” Fedotoff explains, “success — or lack thereof — should be monitored and pivots made to continue to garner the maximum amount of profit possible.”
Psychological pricing strategies
Much of pricing can be based on customer behavior and psychology. “There are many psychological triggers that compel people to buy from you,” says Fedotoff, “including reciprocity, commitment, consistency, liking, authority, social proof, scarcity, and unity.”
Each trigger can be leveraged differently by eCommerce entrepreneurs. With reciprocity, you can offer free gifts with purchase, so consumers feel like they are getting something extra when they choose to shop with you.
The concept of liking leverages the truth that people are more apt to buy products that are used and enjoyed by people who are similar to them. So, if your target market is people 65 and older, you would showcase the content of people in that age group using and enjoying the product.
“Use psychological triggers to grow your brand, sales, and conversion rates,” Fedotoff offers.
Robust pricing strategies can be powerful within the eCommerce space, setting one apart from the competition and helping business owners reach their goals. By leveraging data insights, perceived value, consumer behavior, and analysis of the competition, eCommerce entrepreneurs can optimize their profitability while enhancing the customer experience.