Now that the title of my article has peaked your interest, let me start by saying that the way to convert a lurker into a buyer is simpler than you think! Sometimes the path to a sale is so simple, you might be kicking yourself, but at least after you read this, you'll be kicking yourself to the bank! So let's begin:

$19.99 versus $20 Dollars

I know, I know, you say you already know about the psychology of one versus the other. I wouldn't expect you not to, even if you are a consumer just starting out and moving into the realm of online sales. While most people understand why the former generates more sales than the latter, there are times when opting for a whole number price point is preferable and advantageous in that it informs the consumer about the clothes and accessories you are selling and/or your desire for how you want your product to be perceived by others.

In general, a price point ending in.99 gravitates toward a lower common denominator, so if your product can be considered unique or high quality in any way, shape or form, you might want to opt for a whole number. You will be sending a message to your targeted audience which they could respond to positively or negatively, so by all means test your market out to see which strategy works best for you.

Separating the Price of Product from the Shipping Cost

Not to worry, you can have the best of both worlds. You can price your clothing and neckwear one way while your shipping can always end in $.99 or $.95, so that the total price a person is viewing in their shopping cart ends in pennies. Before you ask, no, this does not send mixed messages. Think about it. You elevate your product by using one pricing strategy and attract the sale in another way, and in the perfect place, the shopping cart, just before the customer types in their credit card information!

The Psychology of Independent Purchase versus Consulting a Spouse

What is this? What am I talking about? It is the price up to which a person is willing to spend on their own without feeling the need to consult their spouse, significant other, loved one or whoever they share their bank account with. It is different for each individual, but an additional step of needing to call someone for permission might break the sale.

The number 100 tends to be one of the cut offs, so if you are selling an accessory in that neighborhood, then $95 or $99 dollars might generate more sales in your industry. Or you might want the price plus shipping and handling to add up to just under $100 dollars for the very same reason. Test, test, test.

An Example in Action

When it specifically comes to vintage neckties, clothing and accessories, although they were produced by the thousands decades ago as they are today, many years later, very few of them are left in wearable condition. They are distinguished and unique and one-of-a-kind. By many they are considered wearable art. For this reason I suggest a whole number pricing system. But don't take my word for it. Try it both ways, one month this way, the next the other way, to see if your sales conversion increases significantly.

Also, if 99% of your products are under $100 dollars, keep it that way. This helps to prevent any one person from thinking twice about pulling the trigger over an article of clothing or men's tie which pulls at their heart strings.

In Summary

If nothing else, I hope that my article starts you thinking about the numbers game and its affect on sales!

Jackie D. is the owner of Ties2Pillows, an online resource for Mens Vintage Ties with the largest selection of Vintage Skinny Ties for sale on the web.

Ties are separated by era (1920's through today's), by style (wide, extra long, square end, knit, silk) and by pattern.

The site carries every novelty theme imaginable, including hard to find vintage unique novelty ties.

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