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Unread 3rd Mar 2015, 10:13 AM   #1
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Showing price above fold? (long sales page)
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Hello

I am wondering should I show the product price immediately above the fold?

Some people tend to reveal price at the end part of the page. And thinking that people would keep reading page because of this instead of immediate bounce.

We are offering online weight loss coaching for 80 us dollars. Our page is a long (single) sales page.

So what kind of thoughts u guys have here for this topic? What kind of own experiences?
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Unread 3rd Mar 2015, 02:07 PM   #2
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Re: Showing price above fold? (long sales page)
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Originally Posted by aidnul View Post

Hello

I am wondering should I show the product price immediately above the fold?

Some people tend to reveal price at the end part of the page. And thinking that people would keep reading page because of this instead of immediate bounce.

We are offering online weight loss coaching for 80 us dollars. Our page is a long (single) sales page.

So what kind of thoughts u guys have here for this topic? What kind of own experiences?
This simply requires testing. One of the numbers you REALLY want to watch is the average time on page. Once you have a decent average you need to figure out where in the page people may be falling off at.

I actually have a set up that has a video cam pointing at a screen. the video cam records a time stamp so I can then put people on the page to read, and have an idea of what the average read time of the page is, and it helps identify where in the page the above mentioned average page time is.

So basically I would start with the price on the bottom, and test putting it on top, then I would like at the page data to determine where you might want to try it more towards the average page time and maybe a 30 seconds to a minute before.

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Unread 3rd Mar 2015, 02:25 PM   #3
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Re: Showing price above fold? (long sales page)
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The price should on the bottom, and you can delay it for a couple of mins 2 mins max, just to reduce the bounce rate (some people go directly to the bottom to see how much a product costs)

So if you delay it, they will be confused, and they will eventually read your sales letter.

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Unread 3rd Mar 2015, 02:50 PM   #4
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Re: Showing price above fold? (long sales page)
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Or they'll be confused and leave the site.

OP, what are you selling? Where in the copy does it make sense to have the price?


Originally Posted by RealCasher View Post


So if you delay it, they will be confused, and they will eventually read your sales letter.
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Unread 3rd Mar 2015, 05:48 PM   #5
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Re: Showing price above fold? (long sales page)
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I think this is far more complicated than where does this make sense and no more than 2 minutes. 20 minute videos on average out perform 5 minute ones is an example. What makes sense with pricing, because you are in essence selling a product is to have the price at the top of the page, like a product does on walmart.com.

There are variables here.. here is the traffic coming from? What level of trust is already developed? What is being said with the bait to get them there? is this a 3rd step bounce from the traffic source - what was said in the second bounce?

Time I think is a HUGE variable. more importantly it is how YOU as a marketer are / is using that time. In some cases you will need to develop trust "Hi my name is blah blah and I do this and have done that...." Other times it is about solution your product / information will answer. "Ever had leaky faucets.. you will learn the 7steps to correcting faucet leaks. stop the constant dripping that keeps you up all night.. lower your water bill. do whats right for the environment... "

Again all of these things are factors. how warm is the lead into your page. how much time is already invested. where in the process is the lead. How much education ( pre-selling ) is needed at the point of contact.

Testing is the only way to know how and when to introduce price.

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Unread 6th Mar 2015, 01:07 PM   #6
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Re: Showing price above fold? (long sales page)
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Have you built enough 'perceived value' in your offering before the visitor arrives to the sales page? So that displaying price before the person has read the sale copy, doesn't kill your conversions?

As Savidge4 mentioned, testing is the answer to finding what truly works best.

However, from a copywriting standpoint, the purpose of a sales letter is to SALE! It's intended to inform your prospect about what you're offering, and enables them to decide whether it's something that can be of benefit in their life/job/etc. That takes them actually reading the copy. Or at least browsing the highlights.

Now the tricky part is, buying is NOT a logical process in most cases. Buying occurs as a result of getting the person emotionally involved. Emotions are a more powerful motivator than logic.

Placing your price above the fold may turn off visitors who shop solely on price. If they aren't already warmed up to your offer via email, referral, etc, when arriving to the page, the price above the fold may be a deal breaker.

The percentage of people who make a decision based on dollar amount and little else = high


(Price can create a powerful emotional response, either powerful or negative)

People who look for value will usually continue to read the sales page. But you'll get a better idea of which percentage of your visitors are value-minded and which are price shoppers by testing both; with and without price above the fold.

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Unread 7th Mar 2015, 09:10 AM   #7
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Re: Showing price above fold? (long sales page)
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I am the king of abandoned shopping carts!
I like the price up front, however, that may not work for some non tangible items like yours I agree that you need to build confidence in your product first, having a "Money back" guarantee button above the fold references "price" and builds confidence without giving a specific number.
As for your product, if you can package willpower and discipline, then you may be on to something!

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Unread 8th Mar 2015, 05:46 AM   #8
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Re: Showing price above fold? (long sales page)
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Yes, thanks for great answers guys! I am getting my first hand hypothesis ready, with relatively well self confidence.

So in our case, we haven't build much of that perceived value before, so our customers are not very warm.

And this is because our marketing relies mainly on facebook currently, so its pure push marketing. Our service is also start-up, so we don't have that kind of reputation yet.

SERP was also the smallest traffic (12%) source in last campaign, when we drove (total) about 20k visitors in 4 weeks. LAST TIME we had that price above fold, which kind against this above theory.

So now when we are kicking our next and bigger campaign live, I'll place that price in some other section.

And still, tx for great answers! This is what I was exactly looking; not any "ready" answers, but some mental models to spar with, and now I have logical hypothesis to continue with!
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Unread 20th Mar 2015, 03:52 AM   #9
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Re: Showing price above fold? (long sales page)
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According to me you should include the advantages of the products above the fold, then its success stories and lastly the prices.Manage the layout and designing so as to convert your maximum visitors into paying customers.

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Unread 22nd Mar 2015, 10:07 AM   #10
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Re: Showing price above fold? (long sales page)
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Originally Posted by aidnul View Post

Hello

I am wondering should I show the product price immediately above the fold?

Some people tend to reveal price at the end part of the page. And thinking that people would keep reading page because of this instead of immediate bounce.

We are offering online weight loss coaching for 80 us dollars. Our page is a long (single) sales page.

So what kind of thoughts u guys have here for this topic? What kind of own experiences?
I think just showing price above fold will lead to high bounce rate. Maybe compare to something?
"Our coach costs less that 2 months of gym membership fees" Something like that.
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Unread 27th Mar 2015, 10:21 AM   #11
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Re: Showing price above fold? (long sales page)
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Originally Posted by abe1331 View Post

I think just showing price above fold will lead to high bounce rate. Maybe compare to something?
"Our coach costs less that 2 months of gym membership fees" Something like that.
Ah snap, thats good!

I have to immediately try this comparing thing, thanks man!
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Unread 29th Mar 2015, 12:39 AM   #12
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Re: Showing price above fold? (long sales page)
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It's a death sentence to put price above the fold on cold traffic.
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Unread 30th Mar 2015, 05:10 AM   #13
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Re: Showing price above fold? (long sales page)
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It would be good if you share your website url here. It can help to better judge your landing page. There is nothing like to show product price at the end of page will increase conversion rate and all. This thing can only be happen if your page has ability to make user stay on website and take him at the end of the page. The thing which works is the correct placement of everything at right place on your landing page.
As your page is all about weight loss coaching , then I would recommend you show few of the reasons why people choose you for weight loss coaching and then through any CTA, you can display price and convert users.

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