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What you describe is exactly what we have come to believe. Based on their earlier experience with online tools, people probably have a "threshold" on what they
by paraschopra 16y ago
What you describe is exactly what we have come to believe. Based on their earlier experience with online tools, people probably have a "threshold" on what they are willing to spend. No matter how cool the tool is or what value it brings to the table, they want to first make sure that they can afford it (before deep diving into learning if they really want it).
Replacing 'Sign up' with 'Video' makes sense because the pricing link is still there. So visitors who want to see pricing can go there directly. What we observed was that the homepage doesn't convey full potential of the tool so putting up a video link probably helps those visitors who aren't that price conscious.
- kolektiv 16y agoYes, I can see that as a valid approach. The differentiated test I might try though is to put pricing directly on the home page. It doesn't need to be the main item, but as a test it might be interesting. As you say, some percentage of people need to know price first of all - there's no point expending energy evaluating and understanding a tool only to find out that you can't afford it anyway. Of course, this then gets in to price differentiation - there may be an argument to say that you could have two sites, one more "enterprise" focused, where features and capability are primary, and the price is high, and one more focused around lower level users, making the price a key selling point.