At what point should the price be shown?

26 replies
Hi,

My site is easylearnhebrew[dot]com
-if you log in and do not want to be placed on the mailing list – just sign up with the first name of ‘warrior’

My question is about where to show the price of the program. At the moment the potential client has to enter in their name and email address to do the Free Demo Lesson. Once in the Free Demo Lesson there are buttons on every screen that say ‘Enroll Now’ and that takes them to the page where the price is shown. Unless the prospective customer take the Free Demo Lesson they will not be able to purchase. So the question is – should we make a link available from the footer say that takes the prospective customer to a purchase page without them having to give up their name and email address or access the Free Demo Lesson?

Any and all feedback welcome.

Thanks in advance,

JR
#point #price #shown
  • Profile picture of the author Alexa Smith
    Banned
    Originally Posted by jonnyrottan View Post

    At what point should the price be shown?
    On the sales page, and clearly, in my opinion.

    Originally Posted by jonnyrottan View Post

    At the moment the potential client has to enter in their name and email address to do the Free Demo Lesson. Once in the Free Demo Lesson there are buttons on every screen that say ‘Enroll Now’ and that takes them to the page where the price is shown.
    This method is something you can (and perhaps should) split-test against "showing the price clearly on the first page the visitor sees".

    As a potential customer, myself, under no circumstances would I be willing to give my email address without first seeing the price. I doubt whether I'm the only one, but it may still be an atypical perspective (which is among the reasons why you need to test these things?).

    .
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    • Profile picture of the author James McAllister
      Originally Posted by Alexa Smith View Post

      On the sales page, and clearly, in my opinion.
      .

      I agree. If the vendor is going to make me listen through their entire sales pitch (if I even make it that far) before hearing the price, who knows what other kind of tricks they are going to pull after I purchase the initial product! It's a bit deceptive in my opinion to try and hide it for so long.

      But I suppose these marketers need to take 20 minutes to justify the ridiculous price they're asking me to pay so I can understand what a "deal" I'm actually getting...
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  • Profile picture of the author bambinoes
    I believe you should be showing your price right on the sales page, if you have a good product, those interested would buy anyway.
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  • Profile picture of the author Phil
    Originally Posted by jonnyrottan View Post

    Hi,

    My site is easylearnhebrew[dot]com
    -if you log in and do not want to be placed on the mailing list - just sign up with the first name of 'warrior'

    My question is about where to show the price of the program. At the moment the potential client has to enter in their name and email address to do the Free Demo Lesson. Once in the Free Demo Lesson there are buttons on every screen that say 'Enroll Now' and that takes them to the page where the price is shown. Unless the prospective customer take the Free Demo Lesson they will not be able to purchase. So the question is - should we make a link available from the footer say that takes the prospective customer to a purchase page without them having to give up their name and email address or access the Free Demo Lesson?

    Any and all feedback welcome.

    Thanks in advance,

    JR
    I couldn't get in with 'warrior' as a name, so what I'm writing here is
    based on the landing page and more details page. I don't thinking there's
    anything wrong with what you are already doing. You clearly state you're
    offering a demo or a free lesson. Both of which imply there is a price to
    pay if someone wishes to access more.

    I think Alexa has it right - you won't know for sure until you test different
    scenarios. It's difficult to guess correctly with this kind of thing.

    What I will say, though is that picture on the home page probably isn't
    doing you any favors. It looks like an image for a Caribbean holiday. And
    looks out of place. Using that decorative font is a mistake, too, in my
    opinion - I know what you are trying to say with it but it's ugly and only
    half legible.

    Another thing I'd test is putting that 'More About' page on the home page
    rather than tucking it away under a less than obvious text link. That seems
    to be your sales page yet I had to click around to find it. And your home
    page doesn't really sell me anything at all. Or tell me much.

    I don't want to go on too much but one more thing is EasyLearnHebrew'.
    That's fine as a domain name - but you don't need to use it word-for-word
    as your headline. It's not the smoothest to read combination of those
    three words together and if someone is on your site it's more important
    to engage them than remind them of where they are. 'Learn Hebrew The
    Easy Way' is far smoother and I don't have to think about it.
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    • Profile picture of the author jonnyrottan
      Originally Posted by Phil View Post

      I couldn't get in with 'warrior' as a name, so what I'm writing here is
      based on the landing page and more details page. I don't thinking there's
      anything wrong with what you are already doing. You clearly state you're
      offering a demo or a free lesson. Both of which imply there is a price to
      pay if someone wishes to access more.

      I think Alexa has it right - you won't know for sure until you test different
      scenarios. It's difficult to guess correctly with this kind of thing.

      What I will say, though is that picture on the home page probably isn't
      doing you any favors. It looks like an image for a Caribbean holiday. And
      looks out of place. Using that decorative font is a mistake, too, in my
      opinion - I know what you are trying to say with it but it's ugly and only
      half legible.

      Another thing I'd test is putting that 'More About' page on the home page
      rather than tucking it away under a less than obvious text link. That seems
      to be your sales page yet I had to click around to find it. And your home
      page doesn't really sell me anything at all. Or tell me much.

      I don't want to go on too much but one more thing is EasyLearnHebrew'.
      That's fine as a domain name - but you don't need to use it word-for-word
      as your headline. It's not the smoothest to read combination of those
      three words together and if someone is on your site it's more important
      to engage them than remind them of where they are. 'Learn Hebrew The
      Easy Way' is far smoother and I don't have to think about it.
      Hi Phil,
      I am sorry that you could not log in - you could try First Name: warrior and Email Address: warrior@warrior.com

      Thanks for taking the time to provide the further feedback that you did.

      We chose the guy in the hammock to convey the sense of 'easy' - one of the biggest challenges for anyone learning a new language that is not based on a western script is that it is very hard to recognise the letters and pronounce them - the method we employ definitely makes that a lot easier. So the guy on the hammock is relaxing, he is having a good time and yet he is holding a tablet with the program reflected on it, so easy - relaxed -fun.

      Cheers,

      JR
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      • Profile picture of the author Phil
        Originally Posted by jonnyrottan View Post

        We chose the guy in the hammock to convey the sense of 'easy'...
        Believe me, it doesn't do that. It's a holiday picture and, primarily, that picture
        conveys the sense of relaxing on holiday. 'Relaxing' and 'easy' are very different
        concepts.

        If you want a picture to convey 'easy' you should be looking for pictures of a
        family - kids and granny - all sitting around a computer screen learning Hebrew
        together in their home. Or something like that - if children and old people can
        use your program then it must be 'easy'.
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  • Profile picture of the author eaw44f
    what if some people were already sold and did not want to try out the demo. To me, that would be losing out on sales.
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    • Profile picture of the author jonnyrottan
      Originally Posted by eaw44f View Post

      what if some people were already sold and did not want to try out the demo. To me, that would be losing out on sales.
      Good point eaw44f - but I am aiming at building my list and the free demo is a way of getting contact details to market to over time - maybe they will not buy today but they may buy next month or next year. Maybe I could put a link in the footer say (where all the other links are currently) that says 'Enroll Now' but in order to get to that page they will need to furnish their email details anyway - so maybe a good solution.

      JR
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      • Profile picture of the author jonnyrottan
        Originally Posted by jonnyrottan View Post

        Good point eaw44f - but I am aiming at building my list and the free demo is a way of getting contact details to market to over time - maybe they will not buy today but they may buy next month or next year. Maybe I could put a link in the footer say (where all the other links are currently) that says 'Enroll Now' but in order to get to that page they will need to furnish their email details anyway - so maybe a good solution.

        JR
        What are peoples thoughts on making it mandatory for the prospective customer to enter in their name and email address to see the price if they choose not to do the Free Demo.

        JR
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  • Profile picture of the author arindamb
    There are two things you need to consider here:
    1. Would you want subscribers who cannot afford your product?
    2. Would you want to come off as someone selling services that don't justify the price?

    Those that don't display prices on the sales page usually do so either because they don't want people to bounce off the site seeing the price tag or they want to impress first with the sales talk and create a price expectation in the users mind.

    In both cases, you end up profiting only from those who can afford your services, so why hide the price? Put it on the sales page.
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  • Profile picture of the author Resource9
    If someone is really interested in your services presented on your website but if that person cannot afford your services, you should have a strategy to retain that person as well. The solution to this is to show a pop up window that provides discount to that person when he / she clicks on the close button.
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  • Profile picture of the author jonnyrottan
    OK, I have placed 2 links in the footer - they both go to the same page, one titled 'Enroll' and the other titled 'Pricing'.

    Thanks for everyone's input.

    JR
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  • Profile picture of the author yakim1
    The price should always be place in your call to action. Not displaying the price will result in a big percentage of cart abandonment. Also not displaying the price in the call to action can and does cause people to think your not on the up and up.

    That you may be trying to trick them. Plus making the prospective buyer to take an additional action to see what the price is can also cause a higher rate of website abandonment.

    It is my belief through testing that fewer steps return better results.

    I hope this has been helpful,
    Steve Yakim
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  • Profile picture of the author quadagon
    I could very well be interested in your product and out of curiosity signed up. I don't think I would have if Ihad found you organically. There are a few things on the site you might want to consider.

    Firstly change the image its not on message and is jarring to the audience, unless your target audience is Jamaicans who want to learn Hebrew. I read your earlier response but honestly its not on message and there is a secret in marketing - you don't want your audience to think.

    I'd also remove the links at the bottom of the page they are an unnecessary distraction. Keep the pages and work on them as you will get people looking for search items like hebrew for christians.

    Definitely put the price up on the page you can use it to drive sales. If you are worried use competitors to anchor the price. We recently did this for a smartphone it was a radio as where members of the public were asked how much would you expect to pay for a smartphone. They answered 400, 500, 600. The price for puts was 99.99 There is a similar print as and burger king have used the same technique in recent ads.

    I would look to increase the number of packages you are offering to three with either different benefits or simply length of subscription. I'd do this to take advantage of the decoy effect.

    Couple of others quick things, near the enrolled (buy) button is a great place for suitable objection handling and testimonials.

    I would move the guarantee to the front page, at the point of sale you've introduced friction and now have them asking themselves 'why wouldn't this work'. You can reinforce it here but don't introduce it.

    Staying with the guarantee I'm not convinced that 7 days is enough time.

    Well that was more than I was intending to write

    Any questions I'll happily help


    Eric
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  • Profile picture of the author WinsonYeung
    base on coypwriting course I attended...

    You should only show your price after you manage to convince the visitor to buy your products.

    You will need to find out their problem, and how's your product is able to solve their problem.
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    • Profile picture of the author jonnyrottan
      Originally Posted by WinsonYeung View Post

      base on coypwriting course I attended...

      You should only show your price after you manage to convince the visitor to buy your products.

      You will need to find out their problem, and how's your product is able to solve their problem.
      Hi Winson,

      Yes - that was my approach too. It is very difficult to determine the 'correct' approach as I am sure there are successful marketers who show their price up front and those that don't.

      JR
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    • Profile picture of the author Steve B
      Originally Posted by WinsonYeung View Post

      You should only show your price after you manage to convince the visitor to buy your products.

      Horse feathers!

      Not only will you have a lot of cart abandonment . . . you'll have a bunch of ticked off prospects that are mad you took them through the whole sales process hiding the purchase price and wasting their time on getting excited about a product they can't afford to buy. They will never come back again.

      The psychology of hiding the sales price (which most people will scroll down the page to find before reading all your copy) may work on the occasional fence sitter but you'll lose way more business than gain by doing it. There are other better ways to "convince" fence sitters like split payments, "light" versions of the product, "try before you buy" and many other strategies.

      Consumers hold the buying power online these days and you'd better treat them well or they will find someone else who will. Don't dangle a carrot in front of their nose then have them leaving with a bad taste in their mouth.

      Steve
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      • Profile picture of the author jonnyrottan
        Hi all,

        After all the feedback I have redesigned the site taking the various comments on-board. The updated site can be seen here: www[dot]easylearnhebrew[dot]com.

        Any and all feedback is as always most welcome.

        Cheers,

        JR
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  • Profile picture of the author Brent Stangel
    If I can't quickly see the price by scrolling down the page, I leave.

    You should only show your price after you manage to convince the visitor to buy your products.
    How are they "convinced" without knowing the price?
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    • Profile picture of the author daysofdigital
      Originally Posted by Brent Stangel View Post

      If I can't quickly see the price by scrolling down the page, I leave.



      How are they "convinced" without knowing the price?
      This was also my first question upon reading the OP post
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  • Profile picture of the author Terrance01
    I subscribe to the BLUF (Bottom Line Up Front) school of thought. I mean really....If I can scroll down and see how much!!!$$$ I need to dig into this sales pitch to make an informed decision...then, I don't go any further...their loss.

    I most certainly will now sit through an entire 15 min sales presentation. My time is too valuable. I figure ...they are "shady".

    Just My two cents.

    To your success,

    -Terrance
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    • Profile picture of the author jonnyrottan
      Hi All,

      Thanks to everyone for taking the time to provide feedback. I have decided to change the way the landing page and sales letter pages work by incorporating them into one page with the price at the bottom of that page - once done I will post here again and if anyone is interested you can check it out and it would be nice if you could let me know what you think.

      Cheers,

      JR
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      • Profile picture of the author Steve B
        Would you test drive a car without first knowing the price?

        I wouldn't either.

        Steve
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  • Profile picture of the author QueenMelanie
    don't hide the price for too long, people will start to think its gonna be extremely expensive and just won't bother..
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  • Profile picture of the author jonnyrottan
    Yep, that is why I have the big orange 'Enroll' button smack bang on the landing page...
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  • Yes, the more links the higher CT's

    However, make sure that you ad value, and convince, before..

    You reveal the price.

    This is why 1) Sales Video and 2) Popup prices are so effective.
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