Some of you who remember WF v2 will remember I started a thread that became very very popular - called something like - show your price. Or something.
Anyway, my idea came from the Bang and Oulfsen, or was it Bose - who don't show prices on direct mail or in store. They told me (in store) that it was pushing sales through the roof.
We talked for a while about the pros and cons. So I decieded to test it out on a very popular product of mine. I'm not going to mention anything about it or details as that's not what this forum is for.
All I will say is that product was converting between 6%-7% before then and was doing great. Like any good marketer I like to test. So I altered the headline to include the price.
Sales fell to below 1% conversion rate. How bad is that????
I have plenty of other ways I have killed sales before, but I thought that I would let you know this one first.
Why did the headline kill my sales - well people just didn't progress past the headline. The cost was low, so I though that advertising it was a virtue. How wrong could I have been.
Now please - I don't want people destroying their sales by doing a KernCloneDrone (named for the less "creative" members of Kerns list). In some circumstances showing your price can be good.
So, in terms of testing, I think that this is one extreme example...