I’m a fan of late-night television, and as any nocturnal TV watcher knows, that’s where you’ll find countless infomercials. While many are annoyed by infomercials, I find them quite entertaining. Seriously, I can’t even count the number of times I’ve watched the infomercials for the Magic Bullet blender, or the Dean Martin Celebrity Roasts.
One of the things that always stands out about infomercials is their reluctance to share the price. Price is always near the top of our list of considerations before making a purchase, but infomercials make you wait until near the end to finally provide pricing information – and even then, it’s described in terms of “X number of easy payments” of a smaller dollar figure, instead of the company outright explaining the total cost.
The reason is simple: the company is trying to soften the impact of the price. They don’t want you to think of it as one large $100+ payment; they’d rather you consider it as three easy installments of $33.33. You might be inclined to do something similar with your pricing pages, but that can be a mistake. Pricing pages are a delicate part of the purchasing process, and if you’re not careful, they can drive potential customers away. If you’re unhappy with the success with your pricing pages, here are four possible reasons why:
You’re emphasizing your prices too much
We don’t believe in being dishonest or deceiving your customers; however, we also don’t believe you should hit them over the head with your price like a blunt object. You have an obligation to be upfront and direct about your prices, but that doesn’t mean they should be a focal point. Your pricing pages should have your prices clearly displayed and make them easy to find – but, they should be only one small portion of your pricing page.
Your pricing pages don’t have much to offer
If we’re deemphasizing prices, we need to emphasize something else in their place, right? Perhaps you can compile a list of the benefits of your products/services; or you could use large images of your products instead. What you focus on isn’t extremely important, so long as you try to draw attention away from your prices. Again, this isn’t about being dishonest: it’s about emphasizing the good (your quality products/services) and deemphasizing the bad (the fact your products cost actual money). Give your customers something else to focus on instead of your prices.
You’re not helping the customer choose
If you have different options available for your products/services, your customers will wonder which option is best for them – and they expect you to help them figure it out. You should utilize pricing tables on your pricing pages that list the different features and options of each product/service. This allows customers to weigh each product against the other and come to a conclusion themselves.
You’re not offering any freebies
We’re not advocating that you give away your products or services, but you should offer some kind of free gift or service to entice visitors on the fence. Something small, such as a free consultation, estimate or trial. This shows that you have confidence in your products/services, and there will definitely be some visitors who take you up on your offer.