Over a year ago I did a series of posts discussing the value and issues in adding product pricing to your website. Part of the reason I went thru this exercise was to figure out a solution for my particular situation, where posting pricing is not feasible.
And with the database tools of my new site launched earlier this year, I had an opportunity to try something. I realized that pricing on a website serves two purposes:
- As a real number for budgeting and purchasing.
- As a measure of value, to compare to other models.
In my posts, I had suggested pricing barometers as a way of addressing #2 when #1 was impossible to address, as in my case. So now I had to follow my own advice, but how…
I realized that comparison to other brands was just one problem, but comparison between my models was a problem I could solve. With two product categories of almost 20 models, and one with over 75, helping the visitor distinguish between my models was already a priority. I had already implemented side-by-side comparison for my largest product categories shortly after launching the site to make things much easier for the user.
And on the comparison page is where it makes the most sense to show a price barometer, so you can compare value along with specifications. So, here’s what I created: a ‘Price Rank’ category to the product specification table. This rank is a simple numeric ranking of base price for that product category. It looks like this:
“Price Rank” (Comparing to other models in this product category. Lower Number = Lower Price): #11 out of 18 ranked
This information is displayed on the product-detail page and on the comparison page. I was really happy when I got this implemented because it seemed very clear. My fear was that the ranking would need a detailed explanation or would be easy to mis-interpret.
And this helps my primary goal for shoppers on my site: to get them to say ‘cool, this looks like the model I need for my application’, and then submit a quote request.
(Pats self on back … and Mike Boyink for his help in implementing.)