There is an annoying trend starting up on websites, and I’d like to nip it in the bud. All of you who sell products and services on your websites, quit hiding the cost of your memberships, classes, and products. Quit making me click on “buy now” or fill out registration forms with all my information before I find what I have to pay.
You are probably thinking that telling me the price up front will make me leave, because my buying decision is based on price, and if you can show me a few more facts, I’ll think the price is a bargain.
Don’t know about everyone out there, but if I can’t find the price, I feel like I’m being scammed. I don’t like searching for things you cleverly hide. You can’t make your clients eat your vegetables on your website.
Put your price where I can see it and consider it. I’m not so dumb that if you’ve led me on a chase through your website, and I finally find the price, I’m going to think it’s worthwhile and buy.
And while I’m at it, stop calling prices “investment fees,” “opportunity cost” and other nonsense. It’s a price, and I’m willing to pay it if you give me real information and put the price up front, so I can make a decision like an adult. If you don’t, I’m finding someone who will.
–Quinn McDonald teaches Writing for the Web and other business communication classes. She is also a certified creativity coach. See her work at QuinnCreative.com (c) 2008 All rights reserved.