Should you include pricing information on your website? The short answer is yes; at the very least, you must include starting prices.
If your pricing is not currently displayed on your website, you may turn away hundreds of potential customers. That’s a lot of sales lost.
Before contacting you, online users want to know “how much.” This post will discuss why displaying your pricing is essential and what you should do if you can’t.
Customers consider prices, but it is not the only deciding factor:
We live in a digital age where 81% of customers research pricing and visit at least three websites before making a purchase decision. Consumers want to compare prices before making a purchase decision, but the price is not the deciding factor in most purchases. Customers do not always choose the most affordable option.
So, what can we learn from this?
Pricing must be listed to be considered during a purchase, but conveying value influences customers to buy.
If you receive many inquiries but no sales, this is a red flag that you have not communicated your value or your products/services lack the value your consumers desire.
Customers think you’re concealing something:
Customers will suspect you have something to hide if your pricing is not straightforward. You not only jeopardize your brand’s credibility, but you also jeopardize your trustworthiness.
Customers are left with the impression that there are hidden fees, acceptable print exceptions, and shady sales pitches.
Customers perceive you are complicated:
Customers want a straightforward online experience. When you leave out your pricing, you’re telling your audience, inadvertently, the process is complicated, and no one likes complicated.
If a visitor must look for your information, they will leave as fast as they arrive. Consider how you can understandably present your information and pricing.
Customers cannot evaluate your quality:
Price is a direct determinant of perceived quality, according to studies.
Customers must assume the type of quality your brand provides in the absence of stated pricing, and assumptions are frequently incorrect.
Don’t leave your customers in the dark about the type of value and quality you provide. Be confident in your pricing because it communicates the level of quality you offer.
What Should You Do If You Are Unable To Display Prices?
If you utilize a variable-cost pricing structure, you may be perplexed about how to display your prices. Don’t worry; here are some strategies for dealing with customer reservations when you can’t show your prices.
Give a price range
Giving a price range sets expectations for your perceived value and quality. Price ranges allow customers to compare you to the competition without providing an exact number.
In general, they can rank where your company stands in terms of perceived quality and value.
Provide Common Examples
When you are unable to provide specific pricing, try providing common examples. Include the different types of services or products and the average cost. These examples will assist users in understanding the value you provide and how much they anticipate paying for the products or services they desire.