Last summer, my family and I were at the beach. While we were enjoying a lovely stroll along the boardwalk, we noticed the bike rental below with the sign attached.

Now at first glance I thought “$1699! Who is going to buy that?”, but at second glance I saw I could rent it for only $20.

Twenty dollars for a bike rental traditionally isn’t cheap for an hour, but when it is compared to the price for purchase it seems like an insignificant amount of money.

Because the difference in price is SO significant, the rental price is swallowed much easier for the buyer.

The Lesson: Compare different values for your product and make your customers purchase decision easier.