Topic hub
Pricing
2 lessons and 55 quick tips on pricing, pulled from Anaita’s most-watched videos. Each lesson comes with takeaways and a full transcript.
Lessons
Quick tips
Add a low-cost checkout upsell (like engraving or a free extra) to increase average order value.
From: The Kate Spade checkout upsell that increases average order value (60K views)
A higher average order value directly increases profitability.
From: The Kate Spade checkout upsell that increases average order value (60K views)
Surprising and delighting customers at checkout is one of the most effective marketing tactics you can use.
From: The Kate Spade checkout upsell that increases average order value (60K views)
Stop paying for small business award entries, they rarely improve conversion and mostly exist to make the award company money
From: 4 business expenses to cut that actually save money (41K views)
Negotiate your email platform's rate or switch providers to save hundreds or thousands a month, since most platforms offer similar deliverability and features
From: 4 business expenses to cut that actually save money (41K views)
Use a shipping aggregator so orders automatically go to the cheapest, fastest courier instead of defaulting to one carrier
From: 4 business expenses to cut that actually save money (41K views)
Don't put full-size products into event goodie bags, set up an activation instead since goodie bags waste money for little real exposure
From: 4 business expenses to cut that actually save money (41K views)
Give away products or services for free strategically to rapidly gain market share.
From: The one marketing strategy Anaita would bet a billion dollars on (38K views)
After acquiring customers through freebies, focus on keeping them happy and loyal to retain them long-term.
From: The one marketing strategy Anaita would bet a billion dollars on (38K views)
Never run sales, they create a never-ending expectation of discounts from customers
From: Why you should never run a discount sale on your brand (22K views)
Use freebies, free shipping, or value bundles instead of price discounts to protect brand value
From: Why you should never run a discount sale on your brand (22K views)
Running one sale trains customers to always ask for a discount code going forward
From: Why you should never run a discount sale on your brand (22K views)
Budget for COGS at around 50% of revenue when planning ecommerce margins
From: How much profit you actually keep from $1M in ecommerce revenue (20K views)
Account for marketing, shipping, packaging, staffing and misc costs eating another 35% of revenue
From: How much profit you actually keep from $1M in ecommerce revenue (20K views)
Factor in a 30% tax rate before you calculate your real take-home profit
From: How much profit you actually keep from $1M in ecommerce revenue (20K views)
A $1M revenue ecommerce business can net as little as $105K a year in the founder's pocket
From: How much profit you actually keep from $1M in ecommerce revenue (20K views)
Test smaller discount percentages (10-25%) in emails since they can outperform steep 50%+ discounts in click-through rate.
From: Why smaller Black Friday discounts often outperform bigger ones (16K views)
Be aware customers may distrust very large discounts, assuming stock will be limited or sold out.
From: Why smaller Black Friday discounts often outperform bigger ones (16K views)
Don't shut down your website for a sale hype stunt unless you have the resources to repair the SEO damage.
From: Why small businesses shouldn't copy LSKD's Black Friday move (15K views)
Recognize that big brand tactics often only work because of the money and audience size backing them, not because the tactic itself is sound.
From: Why small businesses shouldn't copy LSKD's Black Friday move (15K views)
Protect your SEO as a small business asset rather than risking it for short-term hype.
From: Why small businesses shouldn't copy LSKD's Black Friday move (15K views)
When raising prices, explain the reasoning to customers with full transparency instead of staying silent.
From: How Go-To Skincare raised prices without losing customer love (14K views)
Honesty about price changes can turn a potentially negative moment into a trust-building one.
From: How Go-To Skincare raised prices without losing customer love (14K views)
Study brands that have successfully raised prices as a marketing case study, not just a pricing exercise.
From: How Go-To Skincare raised prices without losing customer love (14K views)
Stop bragging about revenue if you can't back it with real profit or cash in the bank.
From: Why revenue numbers are a vanity metric (14K views)
A $1M business that keeps $400K beats a $50M business that keeps nothing.
From: Why revenue numbers are a vanity metric (14K views)
If you're going to share revenue publicly, be equally transparent about your cash position.
From: Why revenue numbers are a vanity metric (14K views)
Don't let press coverage of your 'growth' distract you from fixing what's actually broken behind the scenes.
From: Why revenue numbers are a vanity metric (14K views)
Mark Click Frenzy, Black Friday and Cyber Monday dates on your calendar months in advance.
From: Key dates to plan your Black Friday and Cyber Monday campaigns (13K views)
Start your Black Friday/Cyber Monday sales period early and run it through the end of November.
From: Key dates to plan your Black Friday and Cyber Monday campaigns (13K views)
Products that are necessary, recurring, and solve a problem are the easiest to sell
From: Find your wow factor to stand out from competitors (13K views)
If you have competitors, you need a clear wow factor or unique selling proposition
From: Find your wow factor to stand out from competitors (13K views)
If you can't explain your wow factor in one sentence, your customers don't know it either
From: Find your wow factor to stand out from competitors (13K views)
Convert your supplier quote to your own currency conservatively to account for exchange rate fluctuations.
From: How to calculate your true product cost before pricing in 2023 (12K views)
Factor in freight costs, choosing between faster air freight or cheaper sea freight with a forwarder to avoid hidden costs.
From: How to calculate your true product cost before pricing in 2023 (12K views)
Account for import taxes and customs based on the value of your items.
From: How to calculate your true product cost before pricing in 2023 (12K views)
Build packaging costs into your product cost, whether that's cheap compostable mailers or pricier boxes.
From: How to calculate your true product cost before pricing in 2023 (12K views)
Add about 15% on top of product cost for marketing before setting your final price and margin.
From: How to calculate your true product cost before pricing in 2023 (12K views)
You need either a lot of time or a lot of money to scale, ideally both, but at minimum one.
From: The 4 things you need to scale a business (10K views)
If you lack marketing budget, invest your time into content, SEO, and email instead of ads.
From: The 4 things you need to scale a business (10K views)
Don't try to scale until you have consistency in your current sales, get to daily orders before pushing for more.
From: The 4 things you need to scale a business (10K views)
Build a clear unique selling proposition, you need something that sets you apart to draw people in.
From: The 4 things you need to scale a business (10K views)
Treat every quarter like a year and plan one quarter-defining event, whether that's an influencer push, a live event, a new product drop, or testing more ad spend.
From: The 4 things you need to scale a business (10K views)
Ruthlessly look for the truth in your numbers, don't gloss over what they're really telling you.
From: Three profit hacks from top ecommerce founders for peak season (8K views)
Brand strength will outperform product benefits in the long run, invest in it.
From: Three profit hacks from top ecommerce founders for peak season (8K views)
Know your margin on every single product so you know exactly how much you can discount and still be profitable.
From: Three profit hacks from top ecommerce founders for peak season (8K views)
Focus peak season planning on profit, not just revenue growth.
From: Three profit hacks from top ecommerce founders for peak season (8K views)
Ruthlessly look for the truth in your numbers instead of the story you want them to tell
From: Three profit hacks from Australia's fastest growing ecommerce brands (7K views)
Brand strength matters more long-term than product benefits alone
From: Three profit hacks from Australia's fastest growing ecommerce brands (7K views)
Know the margin on every single product so you can decide how much it can be discounted while staying profitable
From: Three profit hacks from Australia's fastest growing ecommerce brands (7K views)
Don't confuse revenue with profit - track margin, not just top-line sales.
From: Revenue doesn't equal profit - margins vary by price point (6K views)
Expect roughly 50% margins on high-end goods and closer to 10% on lower-cost items.
From: Revenue doesn't equal profit - margins vary by price point (6K views)
List every cost before you set a retail price, not after you've launched.
From: Hidden costs that eat into your product pricing (0 views)
Price for profit first, not just to cover obvious costs.
From: Hidden costs that eat into your product pricing (0 views)
Revisit your pricing early if you realize your margins are too thin.
From: Hidden costs that eat into your product pricing (0 views)