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Should You Reveal Your Price Structure?


In this brief article in Business 2.0 magazine's online edition, usability guru Jakob Nielsen discusses this ticklish issue. He begins by saying "It is almost impossible to do business with most B-to-B sites. How often do the sites provide the answers to the simplest questions [like] What is the price?"

He gives a good example of a right way and a wrong way to do it.


The key insight offered in this article is simply that B2B sites (and other web sites!) can lose customers if the ballpark price is not known early enough in the process, when your potential customer is evaluating vendors.

There are alternatives to offering details about your prices. You can try to offer ballpark estimates, as suggested. You might also try the approach that we use here at, which is to try to bring you - the customer - closer to us before we start talking about price.

In our case, we were able to bring you in closer by offering you something for free - a sample site report. This offer had the additional benefit (for us!) of qualifying you as a potential customer; you can only get a look at our pricing structure if you show us your site first.


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