Should you put your prices of your services on your website? Or is it better to keep the prices off?
For an e-commerce website the answer may be obvious (do it) but for many other businesses this can be a difficult decision.
This because many services can’t be experienced until after they have been consumed and therefore can not be compared easily by the end buyer.
It’s not an easy decision. Here are some of the pros and cons.
The case for putting prices on your website:
- It’s one of the first questions consumers ask you – if they can’t see a price they move on
- You want the ability to automate the process by adding “Buy Now” buttons
- You want to be able to pre-qualify potential customers
- You are selling your services at wholesale prices
- Your business model is low value, high volume services
- You have high brand awareness and a customer has already been exposed to what you have to offer and have a strong idea about your service offering and how you will deliver
- You have an opt-in or cart abandonment email sequence or an engaged audience who values your content
The case against putting prices on your website:
- You provide custom solutions for different prospects
- You have different pricing levels for different types of clients
- Potential to lose the opportunity to “talk” with prospects face to face
- Your business model is high value, low volume services
- Consumers are unable to discern the difference between good quality and poor quality easily
- If you publish prices and they leave – then you never to get to discuss with them why your offer is better.
- You do not have an opt-in or cart abandonment email sequence or an engaged audience who values your content.
- You want to be positioned as a premium service provider and do not want to position yourself too cheaply
As you can see there are strong cases for both for and against putting your prices on your website.
The only way you can truly know is to test it.
How do you test? Using a technique known as split testing, it is possible to create two different pages and send your website traffic to the two different pages. It’s a relatively simple process that ultimately lets the data decide the right way to go.
But you need enough traffic to ensure the test is valid. So it’s a good idea to get the help of someone experienced in this area.
If you need some help, why not contact us.