Join Chris Nodder for an in-depth discussion in this video Showing the price for products, part of User Experience for Web Designers.
- If you sell products, the one piece of information that your customers are looking for is how much does it cost? What's surprising is the number of sites, especially in the business-to-business space, who don't make any mention of price. This is a major frustration to potential customers. Customers don't want to get involved with sales people until they've got a good understanding of the product and its price point. When I ran a large business-to-business research project a couple of years ago, pricing information was twice as important to business-to-business purchases as a contact phone number was. That tells you that they want to know how much your products cost way before they want to talk to you.
Now it might be that you're a wholesaler with a distributor network, so you don't feel like you can list prices, however it's easy enough to list a manufacturer's suggested retail price and put wholesale prices behind a vendor login. Or, you might sell products that have multiple configurations. For instance, photocopiers that can have extra paper trays, binding equipment and so forth. In this situation, it's fine to list just some common options so that you give visitors an idea of the price point. Maybe you offer a variable-cost service, like house cleaning. In this case, you can give examples based on common situations, or even let visitors use a cost calculator form on your site.
Whatever you do to show estimated prices, try to make it happen online rather than resorting to the call us tactic. Remember, your potential customers are unlikely to want to talk to you until after they've worked out some basic facts for themselves. If your pricing structure really is complex, it's important to explain why you can't provide a quote online. Instead, you might need to provide the materials that people will need in order to do business with you, like request for proposal materials, or the necessary codes for government contracts and so on. If you really feel you can't put prices up, at least give your potential customers a hint.
Are you the Rolls-Royce equivalent in your industry, or the pile them high and sell them cheap brand? How visitors prequalify themselves without wasting their time and yours. By telling people what price range your product is in, you help them work out how likely it is that they'll want to do business with you. That can actually save you a bunch of time fielding calls from people who have no intention of buying your product because it's either too cheap or too expensive for what they need. Remember, people will be looking for prices even if your differentiate yourself another way.
If you're worried that your prices don't look competitive, use the pricing page to talk about your features set, your warranty, the quality of your products, or whatever else it is that you feel differentiates you.
User experience expert Chris Nodder teaches
- What people want from websites, how they search for information, how they read online, and how to structure your content to take advantage of this research
- How to use graphics to help rather than hinder visitors, how to integrate video, audio, and other media, and when to consider interactive rather than static content
- How to look at your site's homepage, forms, product pages, and content through the eyes of users to build a site that better meets their needs
- How to balance site content with advertising
There are never enough great interfaces in the world. Take this easy introduction to start making wonderful online experiences for your own users.
- Building a site visitors will like
- Using single, consistent, and standard design principles
- Creating good menus
- Working with site maps
- Adding search to a site
- Arranging content in a layout
- Writing for the web
- Creating category pages and landing pages
- Designing product pages and forms
- Using media and interactive content
- Balancing ads and content