Presenting your pricing on your website.

[JonPayne]

It’s a tough question - often there are many in the business who don’t want to publish pricing and sometimes there are good reasons not to, how do you choose if you should share your pricing online? And if you do, how do you display it on your website to generate the most leads / sales?

*To learn more about this, check out The Power of Content in Sales lesson via HubSpot Academy. 

[ThaynáSantos]

It depends. I believe this answer varies according to the business model, right?

[EAkinboboye]

It all depends on the market, your target audience and the level of research done before arriving at your pricing structure. The data from the research helps you know how sensitive the market could be and how to tailor to meet its preferences. 

[Vikki]

I think it depends on your business, it seems sensible if its a simply product and B2C but as a complex product and  B2B we prefer to have conversation with the customer first.

[NMALIKO]

I just do not think its a good idea, then the price conscious customer will depart

[JonPayne]

You're right @NMALIKO - although isn't getting a prospect who doesn't have the money to pay the price you charge a good thing in some circumstances? 🤔 I think it is, for many of my clients at least. Interested to hear your thoughts.

[ARubbani]

I think the format of your business potentially determine that:

So if the format is a SAAS based company, then yes prices need to be on the website. Especially if the target audience is B2C.

Generally anything outside of that where it is B2C or B2B pricing is not necessary to be displayed.

Whats more important is how the business will sove their customers problem through the process of educating and learning.

[NitinMeta]

Surely if its a straight forward offering amd doesn't involve too many variables...Pricing or some level of ballpark estimate (incase of many variables) gives a great chance to capture the lead and captialize. Trick is to find a smart way to keep some room for additions if they arise.

Pricing has to be looked as a tool that builds transperency and confidence, which are the pillars to long term engagement and brand reputation.

[SRCHAUDHURI]

From an IT services company perspective, displaying a quote on the website probably is going to be bizzare and a massive failure because of the complexity of the solutions and their relevance to the customers.

[JonPayne]

Horses for courses, I guess - but one of our clients (who provides IT support) does this in an interesting way to get lots of traffic to their website which they nurture through to prospects using HubSpot..l

[HDilmen]

If you have quality service and you want long-term relations with partners you should have transparent pricing. So prospects could trust you before jumping on a sales call.

[fcommunicatio]

Very good 

[LuisUlcueCampo]

I think the 3rd image is mostly focused on smaller companies for which they can create specific stickers with specific prices, while the other 2 give the appearance that they're larger companies with no problem about saying what their expectations are, it seems to me: "these are our prices, you can buy our product if you want, if not is alright". That's my thinking.

[JLeach7]

Hi Jon. What do you think the answer is when you have outcomes based pricing? E.g as part of a service you provide? 

[JonPayne]

Good question @JLeach7 - Can you give me an example of a service / outcome? I think I get what you mean but a bit of clarity would really help! 🙂 

[JonPayne]

The way moo.com do this is simple, effective and super optimised.

Here’s how they present the price of their stickers on the category page…

Note “from $13.99” on the Round Stickers on the left.

And then here on the product detail page, they highlight a slightly higher price for a larger quantity. 

I wonder what percentage of their orders they’ve converted at the higher order level, since they did this?

See also Gong. They don’t have the pricing displayed but check out the little chat bot in the bottom left - looking for pricing is probably a pretty high intent action for a visitor to be taking, so even though they don’t show you their fees, they will connect you immediately to their sales team. Impressive!