Traditionally, most B2B businesses don’t display prices online, while some only show prices to logged-in customers. Companies rationalize the reasons for not disclosing prices online:
- we don’t want our competitors to know,
- prices vary by customer,
- prices fluctuate constantly,
- personalized products/services have special prices, etc.
These are legitimate reasons in almost all cases. However, not displaying prices goes against customers’ needs and thus creates a 👎negative shopping experience.
Revealing the price on your e-commerce website is a way to gain visitors’ trust. They consider companies that present this essential information to be authentic and direct.
Transactions are more likely to occur when people feel informed about your offers and trust your organization. Displaying prices can be an excellent practice to increase conversion rates.
There are multiple ways to find a middle ground.
👉 Even if you can’t view the exact prices, display price examples, a range, or a “from”. Many B2B products and services are complex. The price structure varies for each customer depending on countless situations. Still, this is no excuse not to post price information. Estimates can often appease prospects during the search phase.
👉 Display default prices and encourage customers to register to receive discounts.
👉 Only show prices for basic commonly available products and ask customers to register or contact sales for complex and unique products.