If you have a personal or corporate website, you probably wondered more than once whether it was worth including the pricing information for your goods and services. Most entrepreneurs prefer to keep this information secret. Of course, we do not mean the sites of companies offering services of mass demand, such as car rental or recreation at the hotel. We are talking about businessmen providing B2B services (consultants, accountants, translators), as well as advanced B2C companies.
So why do they hide their tariffs, which are the most important information in the procurement cycle? Whatever the motives behind their decision, we know only one thing: they make a big mistake. After reading this article, you will understand the reason for our categorical.
So why do businessmen hide information about their tariffs?
If you recommend entrepreneurs to specify their prices on the site, then you will surely hear one of the following remarks:
- "In our industry it is not customary to quote prices"
- "And what if competitors are up to date on my pricing?"
- "There are no standard prices in our company - in each case the individual price is set"
These are typical reactions of businessmen to the proposal to make their pricing policy transparent. These arguments are not without reason, but still there are a number of compelling reasons that can smash them to smithereens.
Become a member of the value dialogue
Overly secretive site owners still have to overcome their suspicion and start publishing pricing information on their websites. The logic is simple: every buyer wants to know the price of a product before making a decision about buying it.
Your customers will aggressively look for pricing information on your site, and if they don't find it, they will be disappointed. After all, buyers, in the first place, are interested in how much a particular product or service will cost them. Many of them have limited budgets, so they will not be able to make a purchasing decision without having a clue about prices.
Sooner or later, customers will be interested in the question of your pricing. And, if you want them to choose your company, provide them with your price list in advance. Otherwise, they will not discuss prices with you, but with your competitors.
In fact, if you want to implement your inbound marketing strategy, you should also post posts about your pricing policy. Share information about your prices with people who are eager to get it, and you will not regret it. Your main goal is to engage in dialogue with your potential customers about the value and value of your products and services. In this way, you will provide them with a context whereby they will better understand your pricing model.
How to cope with the "shock from the price tag"
Another problem that bothers entrepreneurs is the so-called “shock from the price tag”, which buyers experience when they see that the price is too high, in their opinion. There are several techniques that can help you overcome this fear.
First of all, on the page with the rates should be reviews of your customers, which confirm the value of your product or service. Publishing quotes from satisfied customers and customers who compared different prices and focused on your company is an incredibly powerful strategy. Most buyers intuitively understand that the supplier of cheap goods and services is not always the best. Quite the contrary: they perceive products with high cost as better.
In addition, it is recommended to indicate pricing for other companies near your price list. If you do not want to give their names, you can simply name them "Competitor 1", "Competitor 2", etc. In this table you should explain in detail what is included in your cost and what is in the cost of competitors. In the comments, indicate the list of services that you and your competitors provide, along with the benefits that customers will receive from your products and services. By linking your products to factors that are important to customers, such as profit or quality, you will show them that your high price is reasonable.
And finally, show customers real results. Nothing will impress buyers as much as a story about how your products or services have changed people's lives for the better. For example, if you are selling anti-aging cosmetics, you can provide them with a “before” and “after” photo of your product.
Price information as a search engine optimization tool
Another interesting pattern was discovered: using keywords that indicate prices, you improve your site's position in search results. What caused this? The fact is that most businessmen rarely indicate prices for their goods and services on the site.
Thus, pricing information provides a whole sea of possibilities for search engine optimization. Try typing terms and phrases related to "price" and "cost" into the search box, and you will find that they are not so common in your industry. This means that you will achieve incredible results in terms of search engine optimization by creating a page with a price list and optimizing it with the help of the corresponding keywords.
You can also make your potential customers a free offer in order to attract quality traffic. Another effective technique is to place detailed pricing information on the background of the landing page. This way you can better control the process of sharing this valuable information.
Consider one of the examples that confirms the effectiveness of this strategy in practice. Hub Spot employees decided to help one of their clients, on whose website traffic was high enough, but very low conversion rate. They made a table showing all the prices of the company and placed it against the background of the landing page. As a result, visitors to this site have left 223 applications for 4 months:
Instead of conclusion
So, we found out that keeping the information on pricing with seven stamps is not the best solution for promoting your products and services. Imagine that you came to the supermarket for groceries, but there are no labels on them with an indication of the cost. Surely you will be perplexed and confused, not knowing whether you have enough money for all the goods you want to buy. Buyers experience the same feelings when visiting sites with no pricing information. Be extremely frank with visitors to your site, do not hide from them the information that they are so eager to receive, and soon they will become your regular customers.
Translation & Adaptation of Doug Kirk's Embrace the Controversial: Why You Should Publish Pricing on Your Website.