Use Your Pricing As Bait To Reel In Leads - 030

Howdy marketeers and digital lovers, welcome to?issue?030?of?Swipe & Deploy.

Hope you've had a great week and?are looking forward to the weekend.

Enough of the pleasantries, let's get straight to the good stuff.

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Use Your Pricing As Bait To Reel In Leads

Whether your business provides a service or delivers products, pricing ultimately plays a part somewhere in your user's buying journey.

Some businesses cannot display fixed pricing and might present price ranges because of customisation or bespoke requirements. Where other companies have products that they have a retail or trade price that can be displayed.

Getting your price right as Bruce used to say, is an organisation's main objective. Whether you sell to trade or consumers you might not want to display those prices, whether it's to keep your competition from knowing, not put off potential customers as you can always slash margins or because you can simply price the customer once you have them on the phone.

There's obvious pros and cons to displaying pricing, today we look at an approach that ticks the box for businesses who have lead generation websites with a sales team or distributors who do the closing.

Different Pricing Models Online

To touching briefly on the different pricing models companies use online.

1. Display Pricing

This is the most obvious one, but your company displays pricing for users to see. This works well for e-commerce brands being that the user can add products to basket easily, but sometimes not always best for serviced based businesses for the risk of being undercut.

2. Register/Login to access pricing

Users can register with the email to gain access to the website to view pricing. This can work well for e-commerce brands that operate in b2b or sell to the trade. You might not want end users knowing costs so trade can register to view, but this approach can be more complex to create.

Gives you the ability to authorise and control customers you setup, whilst also giving people bespoke pricing on a per user basis. Each customer can see different prices.

This approach is used on a client site we built for Vetro Tooling.

3.Request Pricing

Lastly, what we are looking at today is gated pricing, or the user requesting pricing. This is the most simplest form of data capture, and ties in well for sales teams and distributors based on your product or service and even your lcoation or your customer's location.

What's The Price Of Bubbles?

So visiting the Jacuzzi website, they make hot tubs (and Yes Jacuzzi is a brand of hot tub, not what all hot tubs are called - I actually wrote a post of this a few years back)

They have a e-commerce style website with filters, enabling you to filter options for size and price range. They visibly show ￡ symbols to signify prices, but don't actually display pricing.

They have a CTA 'Unlock Pricing' which appears to be a way of potentially registering to access as mentioned above, however this actually triggers a request form, to capture the user's details.

The message signifies that on completion you will gain access to the RRP, and a rep will contact you, so the form is also delivered to a sales team or local distributor.

*I didn't complete, as I was only 'tyre kicking' a common reason for putting this in place. I also didn't want to waste the sales team's time, so didn't even submit for test purposes. (I wanted to though).

The reason this is different from the full registration journey, is there doesn't appear to be a login area for customers to return. The returning customers can come and go as they wish to view prices.

With Jacuzzi it appears that the prices are only shown in this specific session, returning customers later, might need to carry out this journey when enquiring again. This might be because a converted customer for Jacuzzi spending heavily on a hot tub is highly unlikely to return to purchase any time soon.

So What's To Swipe & Deploy?

So if your website is built for lead generation, you can use your pricing as a simple way of capturing leads. You do risk gaining unqualified leads, as your sales team or distributors will need to filter these down to find gold, but they could still enter your email marketing lists and nurture them over time.

There are different pricing approaches you could deploy, ranging from client registration and given customers full access of the library of your products to come and go as they wish, or like the Jacuzzi example being able to see the pricing in a single browsing session.

Ultimately capturing data is your goal, and you are baiting your users with it to reel them in.

Keep Pricing Delivery Simple

You don't need to present prices on the website after the user enters their details, you can simply send a pricing brochure in an automated email. This can heavily simplify the process and make it far quicker to implement.

*If you want an example of this, download Impact's support pricing, we deliver a PDF with pricing in a an email after completing a form. Simples.

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Worried About The Competition Downloading?

If a concern on pricing is giving your competition the chance of gaining access to your pricing, then you can implement 'Required Business Email Addresses' and block out hotmail, gmail and anything that is usually associated to non business domain names. This can be effective for B2B websites, but can exclude genuine buyers with personal email addresses, so understanding your customer base here is vital to avoid ticking off your sales team or distributors if you suddenly turn their leads tap off.

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That's a wrap for Swipe & Deploy 030 this week. Join me next Friday where I will share another insight or inspiration piece from around the web.?

Until next week - have a great weekend.?

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www.impactmedia.co.uk