Overcoming the price list conundrum

There was an interesting exchange on LinkedIn recently when a reader, Andy Harris, took up and ran with the subject of one of my recent articles, on the lack of pricing on websites.

Responders understandably pointed out that many services are too complex or specialist to list prices, particularly when large elements are bespoke. (On the other hand, there were also comments such as: “I’ve seen some hideous examples of far too much pricing information available where the user is overloaded with options and subsequently conversion suffers.”)

That said, the main point still stands: if you don’t give prospects all the data they need to know whether to initiate contact, many will continue their search. And that data includes the price.

So what’s the solution?

Andy wrote that where pricing is not so easy to impart, we should still ensure there is a ‘Pricing’ page, with link in the main navigation, plus calls to action taking people there from other pages. However, on that pricing page, it’s quite legitimate to generalise – perhaps a paragraph explaining how and why pricing varies.

Then monitor website visitor patterns. If the patterns show that certain levels of visitors go to that pricing page then it shouts out that pricing does matter to them.

From there decide how that pricing page could evolve. Perhaps it could include some examples of work (anonymous where necessary) and the price range each example fell within.

“Too many businesses are losing too many opportunities by not taking the subject of pricing seriously”, Andy says. “It can also send them off down a rabbit hole thinking that there are other reasons people aren’t contacting them, when it’s actually a lack of pricing.”