A friend of mine got all excited about going to an event coming up this fall after reading the “sales” page for it, and then got so annoyed with what he described as a “marketing trick” that now he won’t even consider going.
And this is an event being put on by someone he really likes and respects.
He asked me to read the page myself to see if I could figure out what he was talking about – and I guessed correctly.
The trick: There was no mention of the price for the event. You had to click through to the registration order form to find out what the event was going to cost.
Trick or not, the truth is, the person who owns the site and is the sponsor of this event lost a huge opportunity for being able to generate a lot more jazz and excitement for this event, because if you DO bother to click through to the register order form, you find three fabulous options for attending.
They missed a great opportunity to sell those options to their site visitors by hiding them on an order form.
The problem is that many folks are too afraid of clicking on that button that says “REGISTER” for fear that if they do, they’ve just made a commitment!
And unless you are willing to spend a lot of time clicking around on this site you have no way of knowing whether your registration might include the hotel or if that is extra or what you’d have to do to make a reservation in the first place.
In short, whoever put the site together has made it way too much work to get a full understanding of what is being offered by making you jump around from page to page, and even then, you’re left with way too many questions.
I know many of you tell me that you get so annoyed at long sales pages, but this is a great example of a case where a sales page (of any length) would be a great idea if it covered all the details and options – including the price – all in one place.
The bottom line: Don’t make it hard for people to get the information they need to make an informed decision about anything you’re offering – whether for a free special report you’ve written – or for something you’re selling.
And if you’re selling something, for heaven’s sake, include the price of it on your sales page. Sheesh! (A SIDE NOTE: I just heard from the owner of this site and she said that that practice annoys her, too, and that she will get it fixed. She hadn’t noticed it before. And this is another lesson. When we let others create something for us we need to make doubly sure that whatever they write or do reflects our own way of thinking and doing business. Our own business values, if you will.)
So, what do you think? Is leaving the price off of a sales page a marketing “trick” or do you think it’s a good marketing practice? Tell me what you think.
Plus, any other comments you’d like to make about the issues I’ve raised here are also welcome.
I don’t think it’s good marketing advice to make it harder than necessary for people to take you up on your offer, for sure. Like many “tricks”, this one can backfire and have the opposite effect than the one you’re after…although, for the life of me, I can’t figure out the logic of this particular example. What do they think they gain by hiding the price? I think if we provide and demonstrate value commensurate with the price we ask, price will not be the issue.
Absolutely I think it is a lousy marketing. How many times have I found something that says just what I am looking for but takes forever to find out how much it will cost. By then, I am not about to buy it for any price! All the information I read about marketing and using your web site says to make it EASY for people to find it, do, play it, read it – whatever they are looking to do. I too have that phobia of wondering if I click through, will I be suddenly signed up when all I wanted is some information. Yes, they know you, but will they like and trust enough to buy that program, book or course? Will they just delete the next email from you because they were upset with ow they felt the first time? I love Maya Angelou who wrote – people may not always remember what you say, they may not remember what you do but they always remember how you made them feel. What if they feel it was a snare and a delusion? I don’t think so!
I’m a “get to the point” sort of person, and when I encounter these miles-long sales pages full of testimonials, I usually scroll rapidly to the “bottom line.” I’ve encountered some of those that require you to click on “Register” in order to find the price. And I will, just to see the price, but I too find it extremely annoying and evasive, even. I tend not to admire vendors who do it that way.
Wow! Have to agree 100%! Have encountered this a few times myself and I am usually so mad that I unsubscribe from what I feel might be unethical personas! Just be honest, forthright and upfront, folks! Wall-Streeters we are NOT! SP’s we ARE!
Oh thank you! I have been put-off many times by that ploy. But I was beginning to think it was some new marketing scheme I should know about – and wondered “Hows that workin for ya!” LOL! My gut reaction is always to dump the emails that do that – even though I may read through quite a bit of it to glean any pertinent info I might need. I’m a need-to-know kinda gal and when things like cost, location and length of program are omitted up front – I just don’t go there…
I’ve like the other people – hate this type of sales page. Why can’t they just be up fornt with the information? Or add the information in several spots next to the register button, buy now, etc. area. We are all busy people and really don’t have the time to sift around the pages. Too much non-information. lol Just the facts please! lol
It is a very annoying way to try to get business. I want to know the price up front and what I am getting for it. Making your client hunt for the information is a good way to lose the sale.
the long sales pages are ridiculous. who reads them anyway? what a unproductive practice. This is what I do now: 1. look at how long the sales page is before reading.
2. scan for a price. 3. Delete if I can’t find a price or the page is longer than 2 screen lengths. That’s my 2 cents–short and sweet. xoSara
PS: I NEVER click on register unless I’ve seen the price or know the seller well.
This is a pet peeve for me. If I click through from email to offer, and the cost isn’t there, I’m gone — and take a lot of resentment with me for what I would call subterfuge. It is also annoying to have to scroll through 12 screens of a long sales landing page in order to finally get to the cost information. With tight budgets in this economy, cost is/has to be a factor in a decision to buy.
Bottom line — if you think you are offering your target audience good, honest value at a fair price, say so up front. Otherwise we’ll assume there’s a reason (think “snake oil”) that you are hiding or burying the cost.
I think it’s a trick. Whenever I run across a page like this I don’t click through for the very reason you described. I have seen alot of sites like this though.
The marketing “trick” that is most exasperating right now is: Try it free for 30 days or Just pay shipping/handling. What they don’t tell you is that at the end of 30 days you owe the full price of the product – and they don’t tell you the price of the product anywhere in the advertisement.