In today’s Web clinic at 4:00 p.m. EDT – “When Should You Reveal Price? The 3 principles of presenting price that helped generate a 97% increase in conversion” – Flint McGlaughlin, Managing Director, MECLABS, will use our research to help you discover how to best communicate price to potential customers, and will answer questions such as:
- What is the optimal price range for my type of offer?
- How should I display my price? Round numbers? Fractional?
- When should I reveal the price? Early in the process, or later?
- Is it possible to know I have the right price? Can I test it?
But first, we wanted to learn some pricing insights from the MarketingExperiments community. Here are four tips from Joao Alexandre, Digital Strategist, DesignPT …
Price is a sensible question and it can fluctuate immensely based on perceived value
A customer may be turned off by a low price by discrediting it automatically, especially if it’s a product or service he or she believes is important or has a perceived value. (Editor’s Note: Excellent point, Joao. As Neil Blumenthal, Co-founder and Co-CEO, Warby Parker, learned, “We also found that customers did not trust prices that were too low.”)
If a customer has no idea on professional custom logo design, and sees two different websites that create logos for $300, then the customer will from then on believe that is a fair price for this kind of professional work, until their belief is otherwise reframed by a different source.
Prices ending in “9” may be more appealing than others, which can work better for both low- and high-end ticket items alike
In total, eight studies published from 1987 to 2004 revealed that prices ending in “9” ($39, $2.49, $89, etc.) boosted sales by an average of 24% relative to other prices. In an experiment done by the University of Chicago and MIT, a mail order catalog was printed in three different price points: $39, $34 and $44. The $39 price point won.
Marketers can either reveal price in the beginning or near the end – it depends on the industry and the company
By revealing price early on, you can disqualify a lead that would otherwise consume your time only to conclude it does not fit their budget, while your sales team could focus on other pursuits.
By revealing price later on, you have the opportunity to build value and uncover needs that the customer might not say directly and you would only find out by proper questioning.