Put the price below the product, not above it

Where you place your price on the page affects how much it feels like you're charging.

Research found that the same price - identical number, identical product - was perceived as 9% lower when displayed below the product compared to above it. In a real-world liquor store test, positioning prices below bottles rather than above them lifted sales by 35%.

The mental metaphor

The association between "lower position" and "less" is deeply ingrained. "Down" means less. "Up" means more. It's so fundamental it shapes financial language: prices go up, markets go down, costs rise.

When you put a price in a physically lower position on the page, the brain maps that position to "less." It's not a logical calculation - it's automatic. The price genuinely feels cheaper, even though nothing has changed.

What this looks like on a PDP

Most Shopify themes already display price beneath the product title. But check:

• Are there themes or variants where the price floats to the top?
• On collection cards, does the price appear at the top of the card (above the image) or below?
• In your cart, are item prices listed above or below the product name?

These are small layout decisions with measurable effects on perceived value.

The collection page application

On a collection page where products are presented in cards, price at the bottom of the card (below the product image and title) performs better than price positioned at the top. This is especially relevant if you're redesigning collection layouts or using a custom theme.

---

Research: Barone, M., Coulter, K. & Li, X. (2020). Journal of Retailing, 96(3). University of Louisville, Clark University & Dell Technologies.