How to make 3000 look like 8000, or #marketing

See below how CarGiant, a UK-based retailer of used cars does it.

First off, the organic search results:

Car Giant organic search results

If you search for Car Giant they have already anchored in your mind that they have over 8000 vehicles

CarGiantHomePage

So now you land on the home page and note how the “over 8000” has now changed to “up to 8000”. That could be a whole lot of a smaller number. So let’s do a search for all vehicles up to the maximum price available.

CarGiantSearchResults

And there you go, just under 3000 cars. Which is definitely “under 8000” as promised, but by this time you’ve still got in your head that Car Giant is a truly giant organisation with 8000 or more vehicles to sell you.

See also https://en.wikipedia.org/wiki/Anchoring#In_negotiations

 

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