State Your Price

One of my pet peeves at the moment happens to be websites which do not clearly display the prices of various services or products.

Canonical has brought this to the fore again. What I write has nothing to do with the company or their services (both of which I think are great), but has everything to do with their website.

If you are selling a product or service, hiding the price behind either sales representatives or registration walls is not going to make me more willing to part with my money. I might just end up paying more money to someone else because they clearly state their prices. This happens for a number of reasons:

  • I know what I am getting into. This probably goes without saying, but I like knowing what I might be paying right away so that I can start formulating what value the product might have. My mind needs that frame of reference and hiding it isn’t going to help me make a decision.
  • You seem more confident. Just come out and say what you are charging because you are confident that is what it is worth! Hiding the price just screams “you might not like this, so let us try and talk you into it.”
  • It is more honest. I’m going to be more willing to trust your company if you are honest with me, and part of that is laying out how much you are charging me. Yes, there are going to be times when I am going to have to contact a sales representative, but I already know that if I am an edge case. Let me make that decision.
  • No more steps needed. I am not required to take another step (call you or contact you) to continue with my research. As much as we might not want to admit it, price is a part of every decision (in determining value) so make it easy for me to do what research I need.

I’m more likely to leave a site and move onto a competitor than try and hunt for prices. Simple as that.

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