Feb 2, 2024

Pricing Strategies: Bracketing in eCommerce.

In the world of eCommerce, implementing effective pricing strategies can make all the difference in attracting customers and increasing sales. One such strategy that has gained widespread popularity is bracketing. To help you navigate this powerful technique, this guide will take you through everything you need to know about bracketing in eCommerce, from understanding the concept to implementing it in your business.

Understanding the Concept of Bracketing

Bracketing, in the context of eCommerce, refers to the practice of strategically positioning products within a specific price range. By offering different price points for similar products, businesses can tap into customers’ psychological tendencies and increase the chances of making a sale. Research showed in 2022 that 63% of shoppers admitted to bracketing.

When it comes to eCommerce, the concept of bracketing goes beyond just setting a single price for a product. It involves creating price ranges or brackets that cater to different customer segments. This strategic approach allows businesses to offer options at various price points, capturing the interest of a wider audience and maximizing their revenue potential.

Definition of Bracketing in eCommerce

In eCommerce, bracketing involves creating price ranges or brackets for products to cater to different customer segments. By offering options at various price points, businesses can capture the interest of a wider audience and maximize their revenue potential.

Let’s take an example of an online clothing store. They may offer a range of t-shirts, from basic ones to premium designer options. By strategically positioning these t-shirts within different price brackets, the store can cater to customers with varying budgetary constraints. This allows them to accommodate both budget shoppers who are looking for affordable options and those willing to spend more for high-end designer pieces. In fact, 40% of consumers were bracketing with apparel purchases. Even 48% of consumers did this when sizing options aren’t clear.

The Importance of Bracketing in eCommerce

Bracketing is crucial for eCommerce businesses for several reasons. First, it allows businesses to cater to customers with different budgetary constraints. By offering products across a range of prices, businesses can accommodate both budget shoppers and those willing to spend more.

Moreover, bracketing taps into the psychology of consumer behavior. Research has shown that customers tend to perceive products in relation to the options available. When presented with a range of price points, customers are more likely to compare the products within those brackets and make a decision based on perceived value.

By strategically positioning products within specific price brackets, businesses can influence customers’ perception of value and increase the likelihood of making a sale. This approach not only helps businesses cater to a wider range of customers but also enhances their overall revenue potential.

The Psychology Behind Bracketing

Understanding the psychology behind bracketing is key to unlocking its potential in your eCommerce business. By grasping the psychological factors at play, you can tailor your bracketing strategy to optimize customer engagement and conversion rates.

When it comes to consumer behavior, bracketing has a significant impact. Research shows that when faced with a range of price options, customers tend to anchor their perception of value to the highest and lowest prices available. This phenomenon, known as anchoring, can be leveraged by businesses to influence customers’ perceived value and steer them towards a preferred price point.

However, it’s important to note that bracketing goes beyond just price manipulation. Perception also plays a critical role in bracketing. Customers often rely on their perception of value when making purchasing decisions. By strategically positioning products within specific price ranges, businesses can shape customers’ perception of value and make their offerings more appealing.

Another psychological factor to consider in bracketing is the concept of loss aversion. Research has shown that people tend to be more motivated by the fear of loss than the potential for gain. By incorporating limited-time offers or highlighting the scarcity of certain products within your bracketing strategy, you can tap into customers’ fear of missing out and create a sense of urgency that drives them to make a purchase.

Furthermore, bracketing can also be used to enhance the overall shopping experience for customers. By offering different options within a price range, you provide customers with a sense of control and customization. This can lead to increased satisfaction and a higher likelihood of repeat business.

By leveraging anchoring, perception, loss aversion, and the desire for customization, businesses can create a bracketing strategy that influences customers’ perceived value and drives them towards their desired price point. So, take the time to analyze your target audience and craft a bracketing strategy that aligns with their psychology.

Implementing Bracketing in Your eCommerce Business

Now that you understand the concept and psychology behind bracketing, it’s time to explore how to implement this strategy effectively in your eCommerce business.

Implementing bracketing in your eCommerce business can be a game-changer when it comes to driving sales and increasing customer satisfaction. By strategically categorizing your products into different price ranges or brackets, you can offer customers a variety of options that cater to their specific needs and budget. Let’s dive into the steps to effectively implement bracketing:

Steps to Effective Bracketing 

Identify your target customer segments: Before implementing bracketing, it’s crucial to understand your target audience and their buying behaviors. This will help you tailor your bracketing strategy to meet their needs.

Take the time to conduct market research and gather data on your target customers. Understand their demographics, preferences, and purchasing habits. By segmenting your customers, you can create brackets that resonate with each group, increasing the chances of conversion.

Segment products based on price: Categorize your products into different price ranges or brackets. Consider factors such as production costs, competition, and customer perception to determine the optimal price points.

When segmenting your products, it’s important to strike a balance between profitability and customer affordability. Analyze your production costs, including raw materials, labor, and overhead expenses, to ensure that your price brackets align with your business goals.

Create compelling product bundles: Bundle products within each price bracket to offer customers additional value and encourage upsells.

Product bundling is a powerful strategy that can increase the perceived value of your offerings. By combining related products or complementary items, you can create irresistible bundles that entice customers to spend more. For example, if you sell cameras, you can bundle a camera body with a lens and a memory card at a discounted price, providing customers with everything they need in one package.

Communicate value effectively: Clearly communicate the features, benefits, and value propositions of each product within the bracket to help customers make informed purchasing decisions.

When implementing bracketing, it’s crucial to effectively communicate the value of each product to your customers. Provide detailed product descriptions, high-quality images, and customer reviews to showcase the benefits and unique selling points of each item. Additionally, consider using persuasive copywriting techniques to highlight the value customers will receive by choosing a particular product within a specific price bracket.

Monitor and optimize: Continuously monitor the performance of your bracketing strategy and make adjustments as needed. Analyze key metrics such as conversion rates, average order value, and sales volume to gauge the effectiveness of your approach.

Implementing bracketing is not a one-time task. To ensure its effectiveness, you need to regularly monitor and optimize your strategy. Keep a close eye on key performance indicators (KPIs) such as conversion rates, average order value, and sales volume. If certain brackets are underperforming, consider adjusting the product offerings, pricing, or marketing tactics to improve results.

Common Mistakes to Avoid in Bracketing 

Ignoring the competition: Failing to consider your competitors’ pricing strategies can lead to ineffective bracketing. Stay informed about industry pricing trends and adjust your brackets accordingly.

 Competition plays a significant role in the success of your bracketing strategy. Keep a close eye on how your competitors are pricing their products and adjust your brackets accordingly. If your prices are significantly higher or lower than the market average, it may impact customer perception and purchasing decisions.

Overcomplicating the pricing structure: Keep your price brackets simple and intuitive. Customers should be able to easily understand and compare the options available to them.

 Simplicity is key when it comes to pricing brackets. Avoid creating a complex pricing structure that confuses customers. Instead, aim for clarity and transparency. Ensure that customers can easily understand the differences between each bracket and make informed decisions based on their needs and budget.

Neglecting customer feedback: Regularly seek feedback from your customers to understand their preferences and fine-tune your bracketing strategy accordingly.

 Your customers’ opinions and feedback are invaluable when it comes to refining your bracketing strategy. Actively seek feedback through surveys, reviews, and customer support channels. Pay attention to their preferences, pain points, and suggestions. By incorporating customer feedback into your strategy, you can better align your brackets with their needs and increase customer satisfaction.

Different Types of Bracketing Strategies

Bracketing can take different forms depending on the specific goals of your business. Here are two common types of bracketing strategies:

Price Bracketing

Price bracketing involves offering products at different price points to cater to customers with varying budgetary constraints. By providing options across a range of prices, businesses can appeal to a wider audience and maximize their revenue potential.

Product Bracketing

Product bracketing focuses on offering products that vary in terms of features, quality, or performance within a specific price range. This strategy allows businesses to cater to customers with different preferences and needs, while still leveraging the power of bracketing to influence customers’ perception of value.

Measuring the Success of Your Bracketing Strategy

Once you have implemented a bracketing strategy, it’s important to track and measure its success to make informed decisions and optimize your approach.

Key Performance Indicators for Bracketing

When assessing the effectiveness of your bracketing strategy, consider the following key performance indicators:

Conversion Rate: Measure the percentage of visitors who make a purchase, comparing the conversion rates across different price brackets.

Average Order Value: Determine the average value of each customer’s order within each price bracket to gauge their willingness to spend.

Sales Volume: Monitor the sales volume generated by each price bracket to identify the most profitable segments.

Adjusting Your Bracketing Strategy for Better Results

Based on your analysis of the key performance indicators, make data-driven adjustments to your bracketing strategy to optimize results. Experiment with different price points, product combinations, and communication approaches to find the winning formula for your business.

By understanding the concept, psychology, and implementation of bracketing, you can unlock its potential to boost your eCommerce sales and maximize your revenue. Remember to continually monitor performance, make informed adjustments, and stay attuned to customer feedback to ensure your bracketing strategy remains effective over time.

Optimize your eCommerce store.

Neeta is the Content & Community lead at AMP. She has over 8 years experience in eCommerce marketing having previously worked for TradeGecko.

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