Should We Include the Service Fee Price on the Landing Page?

The short answer is that you need to test this approach for your specific industry and location, as responses can vary. It is generally not recommended to start with pricing on the landing page unless you have a strong promotional offer that encourages visitors to contact you or submit a lead form.

Full Explanation

Including the service fee price on a landing page is not a one-size-fits-all decision. Each industry and geographic area may respond differently to showing prices upfront. The main goal of a landing page is to entice visitors enough to take action, such as making a phone call or filling out a lead form. If you have a compelling promotion, highlighting that on the landing page or in your ads (Google, Facebook, Instagram) can trigger more interest.

Without a specific offer, starting with prices displayed might not be the best move. Instead, run your campaign without prices first and monitor your conversion rates. After gathering some data, you can experiment with adding pricing information to see how it affects conversions and client sign-ups.

Step-by-Step Breakdown

1. Start without pricing: Launch your landing page or ads without mentioning the service fee.
2. Monitor conversions: Track how many visitors respond by calling or submitting a lead form.
3. Review closing rates: Assess not just leads but how many leads actually convert into paying clients.
4. Test pricing inclusion: Add pricing details to the landing page and see if your conversion and closing rates improve or decline.
5. Analyze overall outcomes: Look beyond conversion numbers to ensure your strategy leads to profitable client acquisition.

Real Examples

The recommendation comes from understanding that in some industries or regions, displaying pricing can deter potential leads, while in others it may build trust and transparency. Similarly, if you run ads on platforms like Google or Facebook, the price can be used as part of the ad content to attract the right audience before they visit your landing page.

Common Mistakes

• Showing prices without testing: Assuming that including service fees on the landing page will automatically improve conversions.
• Ignoring closing rates: Focusing only on how many people fill out lead forms without considering how many become actual clients.
• Not using offers to entice users: Missing the chance to attract visitors with good promotions rather than just pricing.

FAQs

Q: Should I ever show pricing on the landing page?
A: Only after testing and if you have a compelling offer that motivates visitors to act.

Q: What if I have no promotions to offer?
A: Start without showing prices, analyze your conversion rates, and consider testing pricing later.

Q: Why is conversion rate not the only important metric?
A: Because high conversion on lead forms doesn’t guarantee those leads become paying clients.

Key Takeaways

• Testing is crucial: different industries and locations respond differently to pricing on landing pages.
• Use promotions to entice visitors rather than starting with prices.
• Monitor both conversion and closing rates to assess success.
• Adjust your strategy based on data, not assumptions.