having your product's price on the landing page versus showing the price at checkout

davidle

davidle

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Aug 30, 2010
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we are selling a high-quality product. we are wondering which will result in more sales: a) having the price listed on our main landing/sales page, or b) not showing the customer the price until checkout.

having it on the page makes us seem more honest...and people can't be let down because they know the price from the very beginning. (i can see people creating their idea of what the price should be in their minds...clicking purchase...then being sad that the price is more expensive than they had envisioned...then they bail.) not having the price would allow customers to focus on the sales message first, then worry about the price later.

obviously this is something we'll test on our own, but i'd like to hear from anybody about their experience with this.
 


You said it yourself, test.

But in general, it depends on the product and price point. For standard e-commmerce stores of course showing the price makes sense. However, for one product landing pages in my experience it is best to show the value first and then the price.
 
Suggest how much it should be worth than on the checkout give them your price which is substantially less.
 
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I agree with selling the product with a sales page then giving them the price at checkout. When they go to the checkout they have already made up their mind to purchase.
 
but i have so many things i want to test already! talk about confusing! i guess i'll start with the most important. a/b test of two way different layouts.
 
i was being serious. is it not best to test different landing page styles at the beginning rather than testing more minor things (like displaying price on the landing page or not displaying it)?

i will test this too...just later.
 
megatabbers said:
Not sure if serious?
Click to expand...

Testing layout/theme should always be the first step of split test.

I posted this once, I'll post it again. Whenever a visitor lands on your page, here is a list of things that gets their attention. In the following order.

  1. Site theme/layout
  2. Article headline
  3. Pictures
  4. landing page copy
  5. Call to action.
That should always be your split test order imo except you want to test call to action before landing page copy because people tends to click before they start reading.

If you have video/talking model, I'll put them 2nd in the split test order.

A shit theme/layout can only get you so far no matter how much time you put into split testing.
 
Jardini said:
Testing layout/theme should always be the first step of split test.

I posted this once, I'll post it again. Whenever a visitor lands on your page, here is a list of things that gets their attention. In the following order.

  1. Site theme/layout
  2. Article headline
  3. Pictures
  4. landing page copy
  5. Call to action.
That should always be your split test order imo except you want to test call to action before landing page copy because people tends to click before they start reading.

If you have video/talking model, I'll put them 2nd in the split test order.

A shit theme/layout can only get you so far no matter how much time you put into split testing.
Click to expand...

Of course the layout and picture will capture the eye first. However, provided both layouts look good and are not confusing, amateurish, ugly, etc..., the headline and copy will determine whether or not the visitor will stick around.

A well written page with a good offer with just black text on a white background will outpull a kick-ass design with poor copy and a bad offer.

The graphics support the copy - not the other way around. But again, they have to be good (i.e. lead the eye to important parts of a page, instill trust in the buyer, and be relevant).
 
megatabbers said:
Of course the layout and picture will capture the eye first. However, provided both layouts look good and are not confusing, amateurish, ugly, etc..., the headline and copy will determine whether or not the visitor will stick around.

A well written page with a good offer with just black text on a white background will outpull a kick-ass design with poor copy and a bad offer.

The graphics support the copy - not the other way around. But again, they have to be good (i.e. lead the eye to important parts of a page, instill trust in the buyer, and be relevant).
Click to expand...
Agreed.

Also, it's always been my belief that the landing page's goal should be to get the visitor on to the next step in your funnel. If the price is going to make people think twice about clicking through to the merchant/advertiser, then you've failed. But like everyone else said, test that shit.
 
If its expensive to your target demographics make price seem less relevant.

Two payments of $xx/month and help them stretch it if its possible.
 
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