Let Users Downgrade Their Order Like Haggling Over Price At A Market

You’re selling high ticket price items online in a highly competitive market. Sales are slowing and you’re getting it in the ear to do something about it, but what?

Coupons and discounts or just reducing your price is a race to the bottom, and it’s undervaluing the brand and the products.

So what’s the solution?

Remove products or services from the final sale price.

Err, what? That’s basically the same thing isn’t it?

Essentially, you’re lowering the price, but you’re removing products or services which is saving you money or time in the process.

This is not a new tactic by any means, but it gives the customer what they want, without lowering brand expectations.

I Know This Is Not New

Let’s say there is an introverted customer, who doesn’t want to talk shop on the phone, and is shopping via your website. Usually, they see a price and they think that’s the price they have to pay, it’s fixed. For your team to remove items or services from the fixed price, the protocol would be “Want a better deal? Talk to our sales team”.

But the Introvert in this scenario, let’s call him Ian, gets palpitations at the sheer thought of picking up the phone.

Giving Them The Self Service Basket Option

Our introvert, Ian, has added his chosen product to his basket, but it’s pushing his budget, so he’s on the fence. He knows that given the chance he might be able to haggle, like that one time he bought a knock off Armani purse from a market stall for his wife for a fiver! What an achievement that was, down from £500.

But that was fifteen years ago, he hasn’t got the same confidence today. He knows that going toe-to-toe with a seasoned salesman, they’ll tear him a new one, and he’ll end up spending £5k more!

But then, he sees it.

Downgrade your order and save.

So simple and easy! Ian can now customise his product, accessories, and delivery options. By extending delivery times and removing items that are not critical, he can save £500. It’s now under budget and he’s got a hot tub he’ll be enjoying very soon.

Visualising How This Might Look

Shown below is a Spa website product page. It displays a hot tub that costs over £5k. But shown in red, are inclusive items that can be removed from the product, which will lower the cost.

For many brands, their product offering and promises will differ, but the product itself maybe very similar to others.

You might include steps as standard, or delivery and installation as standard, but it costs more to provide that service.

By giving the customer the option, they can choose if they value those features or services. They may already have steps, or a family of 7 body builders who are happy to carry a 1 tonne hot tub from the kerb.

So What’s To Swipe And Deploy?

Many brands push upgrades to increase basket spend. But how many are losing sales because their packages might be pushing the price barriers? Especially at a time when disposable income is shrinking.

By giving the option for your customers to downgrade their purchase, they don’t need to ask for a discount, they can get one themselves. It doesn’t cost you anything in the process, and it’s a win win all around.

Also, you’ll be pleased to know that Ian and his wife have since rekindled their romance, all from the purchase of the new bargain hot tub. Wendy has said “Ian is like the man that I fell in love with when he took on the street seller and managed to save £495 on my purse, I’ve finally got my man back”

This is a totally fictional story, with totally fictional characters invented to make you smile and teach a very valuable lesson.

Never pay full price for a handbag at a market stall.

That’s a wrap for Swipe & Deploy 069 this week. Join me next time where I will share another insight or inspiration piece from around the web. 

If you’d like to learn more about our WordPress & WooCommerce Support & Maintenance plans, drop us an email or give James a call.

Our plans provide a holistic solution to your website’s performance, reliability and security, and are inclusive of premium tools and services.