So many great things on the web cost less than a single cup of Starbucks. Yet, I myself am so hesitant to pay for them.
On my landing pages I design at work, I'm increasingly trying to communicate this via comparisons("less than a morning Starbucks trip"). Another one is showing a dollar bill to communicate that for less than a dollar a day, they will get _____.
For a service that we were charging $10, we had 3% conversion rate.
Then I showed an actual picture of a $10 bill to show how inexpensive this is and we doubled conversion to 6%.
I increased the price to $30 and showed a one dollar bill, an equal sign, and what they would get for a dollar a day. The conversion rate is 3%. Overall, we make $30 more per 100 uniques to that page than at $10 price(we make $60 at 10, $90 at 30).
It seems promising though not totally conclusive in terms of increasing conversion rates. The point is, spending a dollar on the web to me seems much more difficult than spending a buck on a Crunch bar. The efforts of my landing page experiments are to align online spend perception with retail.
(numbers rounded to nearest % for purpose of this post)