I know there’s a lot of marketing that goes on out there in the world, so I went digging and created this newsletter to highlight marketing teardowns!

This newsletter is going to help you generate thousands of dollars and learn from real-life practical examples.

I recently spoke in front of 50K people at the Ad World 2021 - a web conference for advertisers, so I decided to make them my case study for today. And since this letter is designed to make you money and avoid common mistakes - let’s start with the pricing page.

What is Ad World?

Ad World is the world's largest online advertising event. ... Join 50,000+ of the world's brightest minds in advertising to learn, share secrets, and connect online. Some of the speakers include Seth Godin, Craig Clemens, Sir Martin Sorell and more.

How does Ad World Price?

Ad World uses a price increase strategy, where they offer massive discounts for early birds and the price goes higher and higher as the event approaches. This is similar to how airlines do it too.

This creates urgency and get’s people to make a purchase out of the fear that the price will soon increase in the coming days. It also rewards people to take action early on which is great way to create initial demand.

What’s good and bad about their pricing page?

I can write blogs and blogs on what Ad World can do to optimize their website, but today im going to be uber specific and only focus on the lowest hanging fruit.

1. Slashed Price Positioning = BAD

You should always place your slashed price on the left as it should be the first price that your prospects see before the see the actual price. What this does is makes the human brain achor on the price so it now has a reference point of perceived value, and then when the brain will compare the actual price to the achor since it’s the only reference it has.

1. Not increasing average order value = BAD

They didn’t take any advantage of increasing the average order value at the time of purchase. Customers basically only have to make one choice individual or company and then buy the number of tickets they need.

Ad World has the opportunity to add an order bump on checkout for 1-year replays for an additional $100. Right now you pay $49 for the event and you get replays for 1 week.

1. Product Comparisons: BAD

Instead of comparing prices for individuals and companies, they can create a decoy pricing tier. Having two different pricing options to choose from can boost revenue by as much as 20%. You can choose to actually create a better offer that’s irresistible so people chose it or you can create a bad offer that makes the main offer look like a big win.

Legitamate second offer

Decoy second offer - for $50 extra you get all tracks

1. Discounting in Dollars = GOOD

When discounting, the rule of thumb you can use is when you have a product with a slashed price (original price) that is under $500 it’s better to use a percentage discount like 60% or 80%. But if the original price is above $500, it’s much more effective to use a dollar amount like how Ad World wrote “save $750”.

Here are just some of the things Ad World can play with, and if you have an eCommerce business like Ad World, you can try it out too.

If you want me to tear down a particular website or page, just comment below and ill make it happen next.