Key Takeaways:

  • Don’t rely on opinions—rely on tests.
  • Hiding the price may increase clicks, but it can lower conversions.
  • Transparency often builds trust and wins sales.
  • Conversion rate is more important than traffic.
  • Small changes (like showing or hiding price) can swing results by 5–10% or more.

 

Should you reveal the price of your product or service up front—or hold it back until prospects are emotionally invested?

It’s one of the most common marketing debates. And the truth is… both sides sound convincing.

  • The “show the price” camp says putting the price front and center eliminates surprises and builds instant trust.
  • The “hide the price” camp says delay it—let the copy do the selling first, then reveal the price once interest is strong.

So which one really wins?

The Test

We ran a split test using two nearly identical landing pages:

  • Page A: Displayed the price up front.
  • Page B: No price shown. Prospects had to click further to see the order page.

The test lasted 2 weeks and measured traffic, clicks, and conversions.

The Results

  • Traffic: The no-price page pulled slightly more visitors (3,858 vs. 2,837).
  • Sales: The price-up-front page won—41 sales vs. 32.
  • Conversion rate: The no-price page converted at 6.6% lower than the price-up-front page.

In short: more traffic didn’t mean more sales. The price-on-page outperformed.

The Lesson

Always test. Assumptions can kill response. What “feels right” to your creative team may not be what works in the real world.

In this case, transparency won. Showing the price built trust, reduced friction, and improved conversions—even with fewer visitors.

The only way to know what works best for your offer, your audience, and your market is to test.

FAQs:

Q: Should I always show the price up front?
A: Not always. While this test showed the advantage of transparency, different industries and offers vary. That’s why testing is critical.

Q: What if my product is high-ticket?
A: For expensive items, sometimes hiding the price until after value is built works better. Split-test both approaches.

Q: How long should I run a price/no-price test?
A: At least 2–4 weeks, depending on your traffic volume. You need a statistically significant sample before drawing conclusions.

Q: What metric matters most—traffic or sales?
A: Always sales. Traffic without conversions is meaningless.

Want to know the fastest ways to boost your landing page conversions? Contact Michael at 615-933-4647 or email him at [email protected]

About Craig Huey:

Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading direct response advertising and marketing agency. He’s helped hundreds of companies—from startups to Fortune 500s—develop database marketing strategies that maximize ROI.

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