When/Where to show price

10 replies
Hi all,

I've read many thoughts on when and where you should show the price of your product. Some say right away on the sales letter/the first page, and others say you don't see the price until after the item is added to cart/checkout page?

So what do you all think is the most effective way to list the price?
#price #show #when or where
  • Warren Zevon- on my products I don't mention price until I've had time to give my sales talk and build value.

    Give us more details about your situation and somebody will give you some specific feedback.

    PS. Do the Werewolves of London compete for Team GB?
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author PsychoProfits
    If the price point is important to your target market then reveal it early. You can even use it as your main benefit if it's a price sensitive sector (a price comparison is often a good idea).

    If the price is not important to your target market then concentrate on benefits, advantages, branding, quality, value, aspirations, authenticity etc. You can then split test how late to introduce the price.

    According to the rule of Strategic Value Marketing (TM) when you do introduce the price you should also introduce your added value so that it has maximum psychological impact.
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  • Profile picture of the author contentwriting360

    Joe and Richard have good points. If it's necessary to put across the benefits or the 'what's-in-it-for-me,' you may show your prices later. As a content writing service provider, we have a separate page for our rate card.
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  • Profile picture of the author Beverley Boorer
    As a buyer it really annoys me if the price is not shown until the goods are in the checkout. In fact if I can't find out the price of something before then I will not buy it. To me it seems as if the seller has something to hide (ie a BIG price) when it is not shown up front. However, I don't mind if the seller gets in his sales pitch first. I just like to see the price fairly soon after.
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  • It also depends on the list. For example, many WSOs reveal price early because that crowd is extremely warm and will pull the trigger quickly.

    Warren, check out this thread for some more good stuff:

    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author lindamriana
    i think..right away on the sales letter/the first page its better,
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  • Profile picture of the author masterpaintingnow
    If people make me wait to add to cart to see the price, I just close the site. Pisses me off.

    However, to put the price toward the top of the letter or toward the bottom or in the middle? It goes against my instincts to hold the price until almost the end of the sales copy, but testing shows me I am wrong.

    I think most people scan to the bottom anyway to see the price, like I do, then go back and read the letter. If the price is crazy, and unless something really grabbed my attention, I will close the page.

    I am debating how early I should show my price because the price in itself is a selling point. 20 hours of high-quality art training for only $25. If it were priced correctly, it would easily go for $500.

    I guess I will have to test it out. Try it first more toward the middle or bottom, then again toward the top as a benefit.

    I also need to think about how to defend why I am offering it for such a low price. The truth is because I grew up poor, and I'm paying it back. It's why most of my teaching is free, in video format, without the need to give me your email or anything.

    Complex subject, I think. It can only be answered through personal testing on your sales copy.
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    • Profile picture of the author WarrenHT
      Thanks all. I'm testing a few things now. I changed up one of my sites, and broke lots of 'rules'. It isn't my primary income, so I have some flexibility to play around a bit.
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  • Profile picture of the author MADEXMEN
    I've noticed that a lot of the best selling copy doesn't do much to highlight the price, just subtly drops it in at about the 3/4 mark. I think this polarizes people, making them decide whether they're willing to put in the effort of actually scanning through the letter to find it. So you get some dropoffs but the others will either just click straight through to the cart to find the price or decide to read it. Makes them decide whether they'll invest in actually reading the letter. Just my $0.02.
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  • Profile picture of the author PatrickIcasas
    If price is one of the key advantages of your product, then you should definitely put it up top where it is quickly seen. Otherwise, list down the advantages and benefits of your product first and let the prospect warm up to it. Then you can mention the price. Stress that it's great value for something so (insert appropriate adjective here), that way your customers will be receptive to it even if the price is a bit higher than competitors.

    When it comes to the actual ecommerce site, always be transparent with the price. Always. Hiding it until checkout is cheap and risks offending/surprising the customer (as others have noted).
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