If a pricing page shows nothing but prices, we’re encouraging customers to make a price-only decision. That may be the wrong thing to do.
In the book Thinking, Fast and Slow, Nobel prize-winning psychologist Daniel Kahneman describes a principle he calls “What You See Is All There Is”. The idea, very broadly, is that the fast, intuitive part of our brain tends to make judgments using whatever information happens to be immediately available. It doesn’t naturally stop and ask what important information might be missing.
That’s an interesting thought when applied to pricing pages. If somebody reaches a page which contains little more than a list of products or packages and their prices, what are we encouraging them to compare?
Prices.
And if price isn’t actually the main reason we’d like them to choose us, that’s probably a mistake.
Most B2B companies would say their customers ultimately buy for a mixture of reasons. Perhaps our delivery is faster. Perhaps hundreds of customers have used us successfully before. Yet all too often, the moment somebody reaches the pricing or quotation stage, most of that evidence disappears. We leave them staring at £3,750 versus £4,250 and wonder why price suddenly seems so important.
It makes much more sense to put some of the reasons for choosing us right alongside the price.
A pricing page shouldn’t become a wall of marketing clutter. But we should ask what information would encourage someone at precisely the moment they’re deciding whether the number in front of them feels justified.