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Estd 4.22.2023
Based on our pricing strategy book, Price to Scale, there isn’t a one-size-fits-all mandate about featuring live chat or contact options prominently on the pricing page. Instead, the recommendation is to carefully balance the customer’s need for clear, actionable pricing information with the opportunity for further engagement when complex questions arise.
Here are some considerations drawn from our book’s approach:
• Clear value communication: Our book emphasizes that your pricing page should clearly communicate the value your product delivers. If the pricing is straightforward, a self-service model with published details may be sufficient. However, if your offering is more complex or if pricing conversations often arise, having a contact or live chat option can help clarify questions and guide prospects.
• Sense of lead qualification: As discussed in our book (see the section on pricing page options in Price to Scale), many companies choose a strategy where complex discussions and custom details are reserved for sales conversations. In such cases, including a subtle but accessible live chat or inquiry button can serve as a bridge—ensuring that interested visitors with specific needs can reach out without overwhelming the page.
• User experience impact: The ultimate decision should depend on your target market’s behavior. For products that typically require a consultative sales process, a prominent contact option can enhance the buyer’s journey. For others that are designed for quick, self-service purchases, you might prefer less on-page clutter.
In summary, Price to Scale suggests that if your product’s pricing complexity or customer concerns warrant more personalized engagement, incorporating a live chat or contact option on the pricing page is beneficial. However, it’s important to test how its presence affects your user experience and conversion rates so that it supports, rather than distracts from, the clear communication of value and pricing.