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When to reveal price?

by ScoTech
17 replies
I know I should always split test, and no rule is hard and fast, but I was wondering at what point do you like to reveal the price on your sales page? Do you reveal it before you show the bonuses, after, somewhere else, only at the bottom of the page, in a grid with your bonuses, in a payment box? I've noticed that "As Seen On TV" product commercials always seem to mention the price, then add bonuses before giving the 800 number to call now, so I was wondering what works for you on the web. Thank you warriors.
#price #reveal
  • Profile picture of the author Scott Murdaugh
    It Depends...

    Sometimes price can be a feature of your product "You're getting $997 worth of REAL value for only $17"...

    And on some sites/projects I don't quote a price until I've been contacted by the customer.

    If I feel the product is higher priced, I'll do my best to not reveal it until they've read through the copy.

    So, generally at the end, but again, it depends.

    -Scott
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  • Profile picture of the author Raydal
    A simple rule of thumb is that you should make the price more prominent
    the more competitive it is. So if your BIG appeal is your low price then
    you can place it in the headline.

    The more expensive your product, the more you try and "hide" the price
    under a heap of value and benefits. So don't reveal the price until you
    have heaped on all the benefits if your product is expensive.

    -Ray Edwards
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  • Profile picture of the author Kevin-VirtualProfitCenter
    My favorite: "When is a diet pill worth $150.00 a bottle?"

    Typically I will allude to price during value building in long-form copy, then I will "reveal" the price being much less than they had expected.
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    • Profile picture of the author ScoTech
      Originally Posted by Kevin-VirtualProfitCenter View Post

      My favorite: "When is a diet pill worth $150.00 a bottle?"

      Typically I will allude to price during value building in long-form copy, then I will "reveal" the price being much less than they had expected.
      I really like that idea, I didn't think of taking that approach...
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  • Profile picture of the author colmodwyer
    Typically, by the time you mention your price you should have built up so much value it seems like a drop in the ocean.

    Give a wee trial close...

    Then you load up on bonuses to make it even more of a no-brainer.

    That seems to be the general rule for your Clickbank type deals anyway.

    In the mail (for a subscription service), the general rule seems to be leading with "FREE" your bonus first... Which is yours when you try out the newsletter.

    It all depends of course. That's just what I've seen.

    Colm
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  • Profile picture of the author raphaelgaga
    Hi,

    I've successfully ran an info business since 1996 and have tested many things. Usually (from my experience at least) it is best to reveal price... THEN inject massive scarcity by saying "But that's not all - big bonus package to the first xx who place order" and then rattle off some can't miss bonuses.

    Hope that helps.
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  • Profile picture of the author seobro
    I put the price right under a picture of the product. AND, right under the price I put the [BUY] button. Guess what, my conversions are typically at 5%. Most people who hide the price and the buy button find that viewer are quick to scan a page. If the do not find the price in less than 20 secs, BAM, they hit the dreaded back arrow.

    You do not want a HIGH BOUNCE rate as that will kill your quality score.
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  • Profile picture of the author int-mark
    I always find that it is best not to reveal the price on the original sales page and to have them click through to find out the price. The reason for this is that if you get them to take an action towards buying your product then they will backwards rationalise that they did it because they want to buy. People hate being inconsistant!
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    • Profile picture of the author Ross Bowring
      It's not ALWAYS possible but when you are hiding the price... try to really bury it in the middle of a paragraph. Not at the end, or near the beginning.
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      • Profile picture of the author PsychoProfits
        Originally Posted by Ross Bowring View Post

        It's not ALWAYS possible but when you are hiding the price... try to really bury it in the middle of a paragraph. Not at the end, or near the beginning.
        This is good advice. Also, try to sandwich the price between two points of added value. For example, "Get $100 worth of IM DVDs, the "xxxx" for only $47 and $100 worth of bonuses!" ('"xxxx" for only $47' being the main product)
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  • Profile picture of the author n8
    This will depend on what your selling. As a rule of thumb be sure to create enough value and hit some "hot buttons". After the first reveal show them the extra's and freebies. Make sure the freebies are good, this is very important.

    Then what you can do is discount it even more next to the buy now button. Create enough urgency and over the top value to make it a no brainer for your prospect.
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  • Profile picture of the author JasonParker
    I don't reveal the price until I've built as much perceived value as I can.
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    • Profile picture of the author mrdomains
      It depends on the type of buyer. Anyone knowing they are looking at a high-ticket salespage will have other priorities than price. The job is to hook every type of client with the appropriate content. For some that is information, for others it may be the price.

      Kevin mentioned diet pills. Diet interested people are probably munchers, one potato chip, and another, another, another, another.. and with that in mind I would feel comfortable with having a price prominent. I would simply display it as a price per pill.

      How many diet pills do you want?

      75 at $1 each
      150 at 75c each
      300 at 50c each
      1000 at 30c each

      Order as many diet pills as you may need.       ("may need" not just "need")

      Here is a personal tactic for the pill niches: stack the delivery time in favor of the bigger bottles

      /mike
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  • Profile picture of the author Anthony Carrera
    i reveal the price right before i offer bonuses and wrap up the letter
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  • Profile picture of the author prchase
    According to a direct marketing networking group I'm a part of, you don't mention price till after the bonuses. The whole point is to have them salivating at the value you are adding and the copy before they even come close to learning that the price is nowhere near what they expected. It's especially valuable to do something like that when offering bonuses worth (x) and they are getting them for free, then you can total up the entire thing and use it as a comparison for what a similar product sells elsewhere.
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  • Profile picture of the author johnpea
    There are may different approaches to pricing and, of course, it's a much-discussed element of any marketing campaign. I recommend the chapter on pricing in Marketing Reflection by (I think) M.Chinn or Chinery - it made a big impact on me at business school
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