Do you offer more than one product at a time on your website? And if so, are they priced the same? If they are, you might be losing sales simply because they are priced identically.

In one experiment by researchers in Singapore and Yale, subjects were given the choice of either buying gum or not. In the group that was offered two gum options at the same price, 46% of participants made a purchase. But when the second group was offered the exact same two gum options – one priced 2 cents higher than the other – 77% of participants made a purchase!

So if you’re offering more than one option one your website, you might want to test and see if pricing those options differently increases your sales. Even if you’re simply offering several different ebooks at $7 apiece, for example, try pricing them all slightly different and see if your sales increase.