How to Price Your Product [Step-By-Step Guide For Beginners]

Placeholder How to Price Your Product [Step-By-Step Guide For Beginners]

87% of shoppers say knowing they get a good deal is important when deciding where to buy from. A good pricing strategy gives you an upper hand in the competition. Whereas, a poor one can be a stumbling block in your business’s growth.

But despite your best efforts, countless pricing tactics and tips you’ve been trying out don’t seem to work. No matter how hard you try, you end up with no improvements in sales or profit margins. Or with just a few short-term gains.

But don’t worry. Having poor results is perfectly normal because these tactics won’t work without a systematic approach to pricing.

An effective pricing strategy requires:

  • a solid data collection system
  • data-driven planning
  • testing

These are tasks that call for at least some level of training and guidance. 

Follow this step-by-step guide to find out how to price your products the right way. It’s incredibly effective and super-easy to follow.

Before moving on, let’s clear up a common misconception about pricing.

There is no one-size-fits-all pricing strategy

Every day you come across articles advocating one strategy over another. Value-based pricing or cost-plus pricing? Dynamic or freemium pricing? 

The fact is, there is no single strategy that works for every small business out there. Or one that you can use across your assortment. Why?

First, businesses have:

  • different fixed costs and product costs
  • different target profit margins
  • different strategic plans and business objectives

All of which relates to what you should expect from and plan to achieve with your pricing strategy.

Cost Price addon for X-Cart

Cost Price will automatically calculate the profit of your X-Cart store.

Price: $99

Product Cost addon for X-Cart

Product Cost will add costs to your products and variants to give you a better idea of your profit.

Price: $89

For instance, competitive prices drive a lot of traffic to a store. But selling luxury products to high-end customers requires an entirely different approach—cheap prices alienate luxury consumers.

Second, products differ from each other in several aspects:

  • the number of competitors selling the product
  • the number of substitute products
  • competitor prices
  • demand

These differences translate into distinctions in how you should price these products.

For example, you can sell the most in-demand products at a loss—below-cost—to capture the largest audience possible. Once shoppers come to buy the loss-leader item, they’ll add additional items to their cart.

You’ll cover the loss with the profit you made off of these additional items—that are low in demand—which you sell for more than what competitors charge.

In other words, pricing is a fusion of art and science, and you can utilize it for different purposes.

Go through this step-by-step guide each time you’re setting prices until you have a stable pricing system covering your entire assortment.

Step 1: Identify Competitors

Let’s start with an easy but vital question: Who do you compete against? Who else sells the same product?

I know you can name 10 competitors off the top of your head. But you have many. How to identify all?

Start with a simple Google search

It’s as easy as it sounds. A quick Google search will yield great results.

Placeholder Google research to discover prices
Source: Google

Since the competition is online, there is no hiding from your rivals, and they can’t either.

Placeholder Competition research to define the right pricing
Source: Google

If you’re on a tight budget, you can use Google’s free services for various purposes. For example, in the early stage of coming up with product ideas, use Google Trends to measure the products’ search volumes. A high search volume means the product is in high demand, and vice versa.

Once you start selling, use Google Analytics to measure your advertising ROI and analyze your traffic sources.

Use a keyword search tool

Keyword research tools will help you determine who else is using and buying the keywords you’re using. (These tools are designed to help you build an SEO strategy, but that’s for another time.)

You have a lot of options with SEO tools. Compare the pros and cons of the best SEO tools and pick one that fits your needs.

Placeholder 11 Best SEO Tools to Instantly Improve Your Marketing in 2020 [+ How to Get Started]
11 Best SEO Tools to Instantly Improve Your Marketing in 2020 [+ How to Get Started]

Step 2: Track Competitor Prices

Through the past ten years, competitor price tracking became the industry standard because:

Placeholder Price Sensitivity
  1. Modern shoppers are price-sensitive. They are price-conscious simply because they have little discretionary income. Business owners have to compete on price to entice these shoppers.
  2. Prices are transparent. Shoppers easily compare prices using comparison shopping engines (like Google Shopping).
  3. Price changes increased in frequency. With Amazon setting dynamic prices to always have the cheapest deals, online retailers realized that the price competition is inevitable.

In other words, knowing competitor prices is vital for an online retailer’s survival. It’s the only way to make sure you’re offering competitive prices.

How to track competitor prices

You have three commonly used methods of price tracking:

Manual tracking

It takes 12,5 hours to collect 20 product prices from 50 websites. It’s incredibly time and money consuming. But that’s not even the worst part.

By the time you finish, the data points will change and your data will be outdated.

In-house pricing engine

You can build an engine that automatically tracks competitor prices. On the bright side, you can customize your engine according to your needs. But keep in mind that it requires technical expertise and regular maintenance.

Price tracking software

Using price tracking software doesn’t require technical knowledge or maintenance. Also, it’s far more affordable than the first two options. But you can only customize the software to a limited extent.

Placeholder Price tracking software

All right, we talked about three distinct methods of collecting competitor prices. What’s next?

Step 3: Build a Strategy

Consumers’ perception of a price is more important than the price itself. Before diving deep into pricing strategies, let’s figure out how consumers perceive price.

Price has two reciprocal roles in our minds

The negative one comes as a perceived sacrifice: the amount of money we have to sacrifice for a product or service. On the brighter side, it’s a reflection of quality.

The ultimate duty of a marketer is to make sure the ultimate perception is balanced on the positive side. If it is, it’s more likely that they’ll purchase the product.

How to pick a strategy

You can either emphasize the superior quality/features of the product or sell it at a good price.

Use your findings from the previous steps. Which scenario below matches your findings?

Scenario 1: The product is sold on a billion websites

Think of a pair of Nikes. You can’t possibly alter people’s perception of their quality.

Placeholder Nike pricing strategy
Source: PriceRunner

Below-average or average prices is your go-to strategy. Believe it or not, a £16 difference can cost you a lot of sales.

Scenario 2: It’s a niche product sold on a few other stores 

Work on knowing your customers better. Learn their pain points and improve their shopping experience. Average or slightly below-average prices are your safe zone.

Market Price addon for X-Cart

Market Price shows the difference between the price offered in your store and the average price of the same product on the market.

Price: Free

Price Match Request module for X-Cart

Price Match Request allows your customers to request a lower price based on your competitors’ prices.

Price: $65

Products MAP Pricing addon for X-Cart

With Products MAP Pricing you’ll be able to display MAP pricing while at the same time sell the product at a lower price.

Price: $55

Scenario 3: It’s a new technology product (can’t be found elsewhere)

Early adopters of new products are willing to pay a lot. Start selling at a higher price and lower it gradually.

Placeholder Pricing a new technology
Source: VAONIS

This is Apple’s iPhone strategy. It’s a fairly effective way to target different segments at different price levels.

Scenario 4: It’s a luxury product

Regardless of the number of competitors, don’t sell a luxury product too below its market average. Luxury consumers seek exclusivity, not cheap prices. But if you’d price too high, you’d still lose customers.

Some merchants consider that hiding prices is the best strategy for selling luxury products.

Request a Price & Hide prices

With the Request a Price & Hide prices addon for X-Cart, you’ll be able to hide your prices and “Add to cart” button for particular products and show a customized message instead.

Price: $69

Note: Before changing your pricing strategy, make sure it aligns perfectly with your business objectives.

Step 4: Test

If someone asked me, “What’s the most common pricing mistake?”, without hesitation, I’d say it’s sticking with the same price for too long.

Test different price points regularly for two reasons:

  • Sticky prices damage your competitive strength. This is what I mean:
Placeholder Sticky pricing
Source: PriceRunner

What we see here is a missed opportunity. When others are out of stock, raise the price to improve profit margins. When the item is in stock again, lower it.

You can also try setting a countdown to create a sense of urgency:

Price Countdown addon for X-Cart

Price Countdown shows the number of days/hours/minutes left till the end of the offer.

Price: $85

In other words, there is always room for improvement in profit margins. Don’t stick with the same price when market conditions change.

  • Different levels of demand at various price points

This is a hypothetical demand curve.

Placeholder Product demand curve

There are countless price points on this curve, and each generates different levels of demand.

A £5 increase in price can boost demand. You can always sell more or at higher profit margins. That’s why you must continue testing.

Or you can try selling your products or services in bundles, at a lower price tag, for example.

Bundle Products for X-Cart

The Bundle Products addon is another clever way to level up your revenue by selling items as a single package at a bargain.

Price: $99

Or instead of selling only a few items, you can try selling products wholesale.

Wholesale addon for X-Cart

Wholesale addon for X-Cart allows for selling products in bulk.

Price: Free

Product Variants addon for X-Cart

Wholesale pricing for variants is also supported if you activate the Product Variants feature.

Price: Free

How to test price points

Use dynamic pricing software. It automatically adjusts prices against competitor prices via smart rules:

Placeholder How to price product

So even when you’re sleeping, the software collects competitor prices and reacts to changes immediately. No one will catch you by surprise again.

Also, try different smart rules and measure how the changes affect demand. As I said, there is always room for growth.

Wrapping up

Profitable pricing requires a solid strategy. Given the crazy number of competitors and the competitive nature of the e-commerce market, you can’t succeed without a data-driven pricing strategy.

In this article, you’ve learned:

Hopefully, this comprehensive guide to e-commerce pricing clears up all of your questions.

Follow the steps through the end and tell us what has changed!

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Basak Saricayir
Basak Saricayir
Content marketer at Prisync

Basak Saricayir is a content marketer at Prisync, a price tracking software helping E-commerce companies increase sales by tracking prices automatically from any marketplace around the world.

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