We encountered the problem of whether to include a price or not, for example, with a company that built houses. Imagine the client's situation: Each house is designed on a turnkey basis, because each family wants a slightly different type of gutter, a different heating system, some want just the rough construction, others want the interiors as well. All of this has an impact on the final price of the house.
And imagine you are in the situation of a family buying a house – you know that you have a mortgage of, say, 3 million crowns. You need to know whether you can build your dream house for this amount. You need to know what you can think of and what type of house the money will be enough for.
It seems like a deadlock, doesn't it? Moreover, it is necessary to consider that in some industries the price of a service is essentially valuable business information and some guard it as their most valuable trade secret. On the other hand, we know that the Czech customer is very price-oriented .
Ask your customers
The best solution is to find out from your customers whether they employment database really need to know the price to buy the service, and then offer them a solution.
You can analyze customer needs using the Value Proposition Canvas method . Thanks to this analysis, you will find out how important price is and whether it determines whether a customer contacts you with a request.
The second way is to conduct user testing and ask users how and why they are interested in pricing terms within a scenario. You can handle user testing internally.
Download user testing guide
When is it necessary to provide prices?
The question is, why not? Most customers perceive clear pricing as transparent, and it builds trust in their eyes . We’ll show you a few examples, including how price disclosure affected conversions.
In general, from our testing experience, it is better to list prices. So far, all our testers agree that they want to know at least an approximate price in advance . It is also very important to communicate the price in a way that is easy for users to understand. If your offer is complex, you can have a calculator programmed that will calculate the price for potential customers.