23 May 2011 15:43pm
I would like to request your comments on whether it is best to
a) show prices on the website of a services-business and provide ballpark quotes or pricing example, (eg. http://www.translate-to-chinese.com/ ) or
b) not show prices at all and request visitors to enter their contact details so that they can then be contacted by a member of staff. (eg. http://www.asianabsolute.co.uk/free-translation-quote.html)
Obviously, it depends on the sales approach of a company but I'd love to hear what YOU think and what you have to say.
Ecommerce Director at Monocore
23 May 2011 17:30pm
I don't work in the B2B side of things, but this sounds like it would be an excellent candidate for a test to me. If you've not done this before, check out WhichTestWon.com for some examples of the sort of things you could achieve.
Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com
23 May 2011 18:45pm
Personally I prefer prices to show because it's transparent, people know what it costs and if they contact you they know what to expect and they are prepared to spend what your product/service costs.
I think in a way A/B testing is an interesting option but will usually focus on what visitors prefer or no. of visits/enquiries rather than what is best for the business.
For example if you show...
Qualification and quotation processes are better and more accurate but you may end up dealing with too many "non-serious" user enquiries. At the same time enquiries may be more qualified in the sense that the use has to do a little bit more work to get his quote, meaning he IS interested. But on the other hand it can be annoying for the user to not be able to get a simple answer about cost/timescales and he might not bother to make the enquiry.
Prices: The website will act as a filter and leads are sort-of automatically qualified. Customers interested in your service can see what it costs and if they do submit an enquiry it means they are interested and are also aware of the costs. At the same time though, the client's understanding might differ from what they really want. In other words, what they think they want and what they really want may be diffeent things. And this you can only deal with by talking to them.
So as a whole, I think it's not easy to say what's best of what works best.
CEO at Econsultancy
26 May 2011 10:32am
Obviously it is hard to say and will depend on your market e.g. lots of professional services in B2B (lawyers, accountants etc.) don't show prices and you wouldn't necessarily expect them to.
However, on the whole I think showing prices, even if only indicative, is a good thing. Especially if you do want to 'qualify out' enquiries that waste your time as they don't have the necessary budgets.
26 May 2011 18:28pm
Thanks to everyone for the comments. To make things a bit more specific please use the scenario/URLs mentioned above. ie. translation services.
Director at SuperStoreSearch.com
27 May 2011 19:05pm
From personal experience, the sites which did not display an indicator of pricing upfront on the website tended to be more expensive in general for the products or services they provided. This is of course quite subjective, but that was my observation.
There have also been numerous occasions when comparing multiple businesses for a particular service - those which provided a price were taken into consideration and those that didn't were more often left out of the equation altogether.
Therefore I believe that pricing information should always be provided upfront - especially for those businesses that process a sizeable number of customers. I've also noticed that some companies shy away from displaying prices publicly to limit the information going to competing businesses - but I don't believe that is really effective in the bigger scheme of things.
Digital Marketing/Online Marketing Specialist at Ecommerce Freelancer
23 June 2011 13:53pm
Right, in my opinion, it is worth-while carrying out "testing". You personally need to test to qualify what is good for your business. You will need to run each test for a minimum of 30days. Using google analytics and which ever you use, you should be able to compare both results and see what is good.
That being said, it also depends on the type and nature of your business.
I strongly believe that showing pricing is good practice. This is make sure those without the budget can stay away.
But then if your business is that which is into email marketing, then having them enter the details on your contact form is another way to continue building your list.
Which ever way you go, testing seems like a very good option. There should be no guess work in Internet marketing nowadays.
The Online Lead Generation Report (B2C), produced in association with lead generation specialist Clash-Media, provides a detailed overview of how companies are using the internet to generate leads for their consumer-focused businesses. The research, supported by the IAB UK and the Performance Marketing Association (PMA) in the US, contains insight into budgets for online lead generation, perceived benefits, and the use of online and offline channels to generate consumer leads.
The Marketing Budgets 2010 Report, produced in association with ExactTarget, covers effectiveness, measurement and allocation of budgets, and looks at differences between “traditional” and digital marketing investment. It also compares different online and offline channels individually, in terms of where companies are investing and the ability to measure ROI.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register