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Saturday 17 August 2019

A $2 PDF Experiment

Is there a need to think about the purchase when the price is $2?
I'd like to try something different this week and invite some participation from my five readers.

I'm assuming that as sewing enthusiasts in today's world, you are familiar with PDF patterns and have purchased at least one. With that in mind, your opinion would helpful for a marketing experiment that I am planning for early September.

It's a two-pronged test, meant to evaluate how much people actually read before purchasing and whether or not a $2 price point prompts any "should I or shouldn't I" consideration, especially when it's perceived to be a deep discount.

In May 2016, I experimented with a Pay What You Want price on the initial release of my Bundled Up Bindle Bag. Almost three months later, I had "sold" about three hundred copies but had collected nary a cent. A $2 price tag was thereafter attached to the pattern. It has triggered subsequent sales, albeit nowhere near three hundred. ;-)

In my Makerist shop, the PDF is currently selling for $3. Because Makerist takes a commission, I decided to bump up my pricing when I listed my patterns there. And because Makerist also runs "$2 sales" about four times a year, I use them as opportunities to reduce a couple of my prices back down to $2. Following so far?

I'm convinced that there are folks who know about Makerist but who never browse the individual shops during "non sale" times. Based on this belief, I've decided to take a couple of my free PDFs, slap a $4 price on them, and then drop them to $2 for the purposes of the next sale. I'm curious if anyone will make a purchase, based on the perceived 50% savings.

Oh, and the part about evaluating whether or not people actually read? I fully intend for the descriptions of those PDFs to advise that their contents are available for free from my blog.


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With that established, let me ask you a few questions.

It's Just a Couple of Bucks!


Back when all dollar stores were exactly that, it was never much of a decision for me over whether or not to buy something that caught my eye, because it's "only a dollar".

With PDF patterns often running upwards over $10 USD, is it a similar situation when faced with a $2 price point? That is, if a pattern appeals to you, would you hesitate to buy it, if it's only $2?

It's a Sale!


Okay, so let's say you're the disciplined type who successfully resists a cheap price.

But can you resist a sale? I've said before that I don't like to participate in pattern sales from the designer point of view, but I do realize that from the buyer's side, sales are the ultimate way to spur purchases.

Whether or not you normally jump at a $2 price point, will a PDF of interest that's been marked down to $2 during a sale cause you to buy?

As a sidebar to this discussion, are you the sort to wait for a sale to buy most of your patterns?

It's 50% Off!


So here is the supposedly foolproof technique to trigger a purchase: put up a sale price, but ensure that the customer knows what the percentage savings are. The higher the percentage, the more likely the customer will bite, sometimes without much further consideration or thought... or reading.

If you see a pattern marked down to $2 and notice also that it represents a savings of 75% — i.e., it's normally an $8 pattern — are you more likely to buy even if it isn't something you were looking for?

I'm really curious as to what your thoughts might be, so I'm crossing my fingers that you'll be similarly intrigued to provide some answers. If you're contemplating leaving a comment, please know that I am happy to receive any input, no matter how short or long it may be. Alternatively, if you have a lengthy discourse that you'd rather not submit as a comment, use the contact form on the sidebar to get in touch with me directly.

If you're shy, be anonymous; I don't mind!


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As a heads up for those who may be curious as to which PDFs I am going to be targeting in this experiment, they are the Quilted Hanging File Organizer and the Portable Pocket Pouch.

Both have been available as free products in my Makerist shop since December of last year, so I'm not trying to trap anyone into buying something that they haven't seen before.

Fully aware that this experiment is already somewhat sneaky; I didn't want to introduce new patterns into the shop to lure unsuspecting customers. If people have already claimed those PDFs over the past eight months while they were free, at least they won't be tempted to buy them again.

This experiment will span a timeframe sometime between now and September 6. I'll need to change the price and edit the descriptions of these two patterns appropriately before they go on sale September 4. (If you need a copy of either PDF while it's "not free", just email me and I'll send it on to you.)

Just to be clear, it is my intention to make those PDFs free again after my little marketing study is complete. If any substantial data arises from this experiment — or if I get so much input from you that it comprises a whole blog post — I will certainly be back to share it next month.

Before I sign off, let me ask one last question. I recently saw a tutorial that was presented in its entirety in a blog post, but the blogger indicated that a PDF version of the same content was available for $1. The apparent reason for why one might part with actual money for something that was free was that the PDF would not include all of the intrusive ads and large images. Would that be sufficient enticement for you or would you put up with the distractions?


19 comments:

  1. Hi, I did read your whole post and enjoyed it very much. I love watching people, whether sitting on a bench at the stores or comments on blogs. A lot of people are attracted to sales, real or other wise. It has always amazed me exactly what they will proudly display to their friends as a “real bargain!” when clearly it is not. Stores have been selling seconds as “bargains” for a long time. As money was very tight when I was a child, Mum would check the stores for quality items and wait for the sales. If the desired item was on sale, she would then wait till it was reduced again and then purchase it. If it had been sold she would say, “Well, we didn’t really need that anyway!”end of conversation. I have learned to buy only what is needed and will be used, that being said, no one is perfect and I have been known to buy on a whim once or twice. With patterns, I buy what I will make and if it is to be a present I will pay full price if is exactly the right pattern. So, $2.00, $1.00, free doesn’t influence me though I will check them out. I do like your patterns and the interesting designs you come up with. Your newsletters are always a good read.

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    1. Thank you for reading and enjoying and sharing your thoughts. You mention an important aspect about sales and that is to be informed in the first place. To snap up something that's "on sale" merely by virtue of a yellow price tag and having no knowledge of its inherent value is a poor way to save money. And I have to agree that with many things, "we didn't need it anyway" is correct. Probably a better realization than buyer's remorse.

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  2. Interesting, we are sure complicated humans.

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  3. Not sure I understand the “five reader” comment ......I have LOTS of pdf patterns, free and paid. I buy handbag patterns from just a few designers as I like their instructions and the bags come out lovely. I have bought expensive patterns that were terrible. I personally really appreciate a free pattern from a designer. It gives me the opportunity to try their style and construction, etc. I have made some impulse buys, yup, bought for the sale price when I first saw reduced patterns but don’t anymore. The worst thing that hPpens is that I pay a little more but at least I don’t buy something that will never be used.
    Thank you for your content. I get the emails from Makerist but have not yet bought. Honestly, I have all those paid patterns to start with. I’m trying not to be tempted as I can buy faster than I can sew.
    Thanks fir sharing.

    PS your bucket bag is very tempting to me........

    ReplyDelete
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    1. Well thank you for being tempted!

      And thank you for your input. I like your common sense approach to the whole PDF purchasing thing. It's enough for sewing minded hoarders to hoard fabric, hoarding PDF patterns that never get made would be a whole other aspect to contend with.

      By the way, my facetious reference to "five readers" is from a post last year where I said that I never know what my readers will like and therefore don't worry about aiming to please them. ;-)

      Delete
  4. Kathleen KingsburyAugust 17, 2019 7:53 am

    I don't have any input on your experiment, although I look forward to your results. On your last point though, I wouldn't pay $1 for a pdf of the same content appearing on that particular blog. Anyone can make their own pdf of instructions through printfriendly.com -- it even allows you to delete what you feel might be unnecessary, such as text or repetitive pictures. Just a tip for those who might not know.
    kakingsbury at verizon dot net

    ReplyDelete
  5. You got me at "five" readers! Had to read entire post. If any pattern is $5 or less i am more draw to giving it a second look, if I think I might want to make the item. If the pattern pieces have to be taped together and there are alot of pages...i just move on. No sale is worth that. Never heard of Makeist, Will check it out. I do appreciate all the free patterns given through blogs. Thank you for your freebies.

    ReplyDelete
    Replies
    1. You're welcome, and thank you for taking the time to provide some input. I concur with your $5 or less price point being a draw. Conversely, if a pattern is $10 or more, I'm not likely to look any further at it.

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  6. Hi, love your presentation. I find if I am interested in a pattern I will pay what ever, but am more inclined to purchase if on sale. Looking forward to your outcome.

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    1. Thank you for contributing and thanks also for the compliment. I hope the experiment turns up some interesting data.

      Delete
  7. I often but patterns because they are 50% off even if I wasn't looking for that particular pattern.I justify it as because it's 50% off, and I convince myself I can use it at a later date. I am a complete impulse shopper.☺

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    1. Ha, ha — someone who fully admits to being taken in by sales! Thanks for providing support for the other side. May your impulse purchases be more useful than not. ;-)

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  8. I love your comment about not worrying about pleasing people. I think sometimes that keeps designers from publishing really innovative patterns. They water down the original to please who they think their audience may be.

    As for sales or discounts I usually look for the sales and discounts, I want to use the bulk of my money to buy fabric and not waste it on patterns I'll never make. So I usually only buy those that I REALLY like. If I can get on sale that's even better. There are some patterns I think are way over priced and I'll probably never buy. Then again it depends on the designer and project.

    An ironic story, there's a designer that I've been following their website for a couple years. She regularly put out tutorials and free patterns. I've probably made almost all of them. She put out a book and I bought it. There's nothing in there I like enough to use my precious fabric on. LOL I think it's a crap shoot sometimes. I don't really feel bad about wasting my money on the book though because of all the "free stuff" I've gotten from her site.

    I know it sounds corny but be true to yourself. If you think it's only worth $2 than charge that. Thinking business wise it's a way for buyers to test the waters or for you to get attention. Whatever works to get people to your site. Quite honestly you have enough free tutorials that accomplish that. I've paid a lot of money for patterns I ended up not making for one reason or another. I've become really stingy with my pattern money these days.

    I think it's horrible that you didn't make anything off the "Pay what you want" experiment. I will repeat what an earlier poster said " I do like
    your patterns and the interesting designs you come up with. Your newsletters are always a good read." Keep up the good work.

    ReplyDelete
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    1. First of all, thank you for the kind words you threw my way. It's nice to know that what I do is appreciated by others, even though it's not my intention to pander to my audience. ;-)

      Re: the topic at hand, it's been an education to learn that most people tend to be discriminating in what patterns they buy,
      particularly as the hobby can be expensive in other ways (basic supplies like fabric).

      Perhaps this experiment will turn up more interesting results than the last. Thanks again for your tremendous contribution to the discussion.

      Delete
  9. Sorry you apparently had trouble with this. Unfortunately now that your comment has come through, this is all that appears. Thanks anyway for the attempt.

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  10. Answering your last question first - I have never been tempted to pay $1 or $2 for a PDF that is already free.

    In the past, I was often tempted by PDF pattern sales - my pattern stash is somewhat akin to my fabric stash. Most of them I've never used and to be honest, I wouldn't have a clue as to how many I have. Don't laugh, but I have re-bought a few patterns, forgetting I already have them.

    Now-a-days I'm a little more selective and am rarely convinced to buy on sale, knowing I already have so many unused patterns.

    Interesting to see how your experiment pans out.

    ReplyDelete
  11. Holy Batwoman Rochelle - So much pressure! (I think I'm Reader Number Five, and I'm a day late in answering!)
    First off, I'm a tightwad. Yup. I admit it. I believe in quality and would rather make do or do without rather than buy inferior products. (I like to think that I've done my bit to keep my sh*t out of the ocean.) That being said I can jump at a percieved value. Lolol. 😱 OK. I also despise PDFs, but will buy small files. I print at the library: 15 mile RT, and .20 USD per sheet. So yea, I'd pay for no ads because my time, and paper, is valuable to me. (I've spent HOURS cutting and pasting ads out of free patterns.) I'd also like to think that I read the fine print so that I know I'm choosing what is a value to me. (Time, convenience, environmental responsibility, and cost at .20 a sheet.)
    Sadly (?) I could go on - and on - and on about this subject... Which I've spent a lifetime thinking about and acting on. I'm looking forward to seeing your results!

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    1. Well, Reader Number Five, thank you for contributing your thoughts; I admire the environmental factors you consider in making your purchasing decisions.

      That said, I continue to wonder at why PDFs have to be PRINTED? To me, the advantage of a PDF is the ability to keep "whatever" forever on my computer so that I don't have to worry about a web page disappearing and taking away content.

      But yes, I am now truly excited about this experiment since clearly, I am not the only one curious about the outcome. I have already made the pricing changes to my two "free" PDFs and am looking forward to September 6!

      Delete

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