Mar 8 (edited) in E-Commerce
Show or hide pricing on product page?
I know my answer will come down to testing, and that is what I plan to do, but I'd love to hear some opinions on this if any of you guys have experience you can share.
From studying some big offers, this is what I have found:
The advertorial: (Mostly) No pricing, we want to educate/entertain and to get the user onto the product page. This makes total sense and I am comfortable with my strategy for this stage of the funnel.
The product page: Now, here's where it gets interesting. Some offers don't reveal pricing on this page and only reveal it at the checkout, and some offers show all the bundle options on this page and use the checkout simply to check out.
From what I have seen, a lot of the offers which reveal pricing on the product page are using Shopify checkouts, and this has me wondering if the reason they are set-up like this is because the standard Shopify checkout is not very customisable - and so maybe it's a necessity to set up like this and not the optimum solution.
I have noticed on a lot of non-shopify checkouts, funnelish/checkout-champ etc. that pricing is not revealed until the checkout.
I'm trying to figure out why that is....Is the theory here that the conversion rate will increase because pricing is only revealed after the user has invested considerable time reading the advertorial and the product page?
In sales generally, online and offline, it makes sense that you wouldn't reveal your price too soon before you have had the chance to build enough value.
My current plan is to perhaps refer to pricing/discounts on the product page without actually naming the price. Maybe do a bit of price conditioning referring to a higher price and then tie this into the urgency/fomo at the end of the page leading to a check discount/availability CTA > then show bundle options within the checkout....
A bit of a mind dump here, just interested to hear if anyone has anything to share!
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Show or hide pricing on product page?
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