I Think I Want To Mention Price
Price is always a tricky one to mention on some web sites.On this helicopter charter site, Andrew (the owner) and I decided not to mention price for the time being - we're thinking that someone might see the price of a charter or banner towing or whatever and then head over to the opposition and get a better price.
But another part of me thinks that - like Kerry's camper trailer web site - you should mention price. Because then you have a well-informed and qualified visitor should they contact you (and that can save you a lot of time).
But then again, maybe you should have the chance to talk benefits and features and lifestyle changes, etc and demonstrate the value of what you're offering.
The Truth In Testing
Of course, the truth/best answer can be found in testing. So that's what we do. Test with price, test without price. See what works best. Then use that.
Choice Influences On A Professional Financial Planning Firm
I've been giving a lot of thought lately to the navigation structure of a site we're doing for a Financial Planner in Brisbane.
Part of the process has been reading as much research as I can get my hands on regarding the choice influences of people selecting a Financial Planner.
It generally goes like this:
- Rapport establish
- Specialisation
- Personal attention provided
- Fee
What do you think? What would you like to see on a Financial Planner's web site?
Thanks
Brendon
Labels: brisbane financial planners
[ comments ]
And I'd like to see a better photo than the one on his website at the moment. One which shows accuracy, friendliness and experience at the same time (not to mention that his site layout should follow the slogan "a clear direction" too). Maybe an arranged photo with a bookshelf/computer in the background and a nice suit will do the trick.
Regarding the price/no-price test: please provide the data you get from the test or at least the conclusion you make. This is an ever-recurring problem, probably because there is no 100%-truth about it. Well, you know, it depends... ;-)
You have to start by explaining something about how most advisors work and put up some believable figures to prove that 'free' advice paid for by commission actually does cost customers money, as opposed to advice from an advisor who charges a fixed rate.
This is a go-no go as far as I am concerned, because I know I can get financial advice, tons of it, for 'free', and I can even find some pretty likable fellows and gals to dispense it to me. Yes, I know they'll make money off me on the 'back end', but it's like buying a car, if you make the monthly payment low enough, I'll likely drive off in it.
That's what I feel the challenge is in this case ... education.
I would also think that measuring this issue would be very difficult.
I would have thought that displaying the fees would lead to a lower number of leads but of a higher quality based on the concept that those not willing to pay the fee schedule would leave the site.
However by not displaying the fees this could lead to the potential capture of leads that would have been lost due to the display of the fees because by meeting Scott in person this would give him the opportunity of winning them over.
Of course there are other factors to be considered but on the above you would have to measure the number of captured clients.
The best web based way I use to get around it is to have a very prominent custom quote form (some times half the page and on every page) so you are able to emphasise right from the start that every single customers needs are different and the need to custom create a plan for them. This allows to to get the consumers contact details so you are able to follow up with an accurate price where you can emphasise why it costs what it does/why you are different to others and also get the opportunity demonstrate the speedy, courteous and professional service which will help establish rapport and trust.
Once you link this on your site with case studies, a blog, industry relevant stats it should be a decent combination.
Yes, it's an age-old pronlem:
You don't want to display prices because like David says:
"....by not displaying the fees this could lead to the potential capture of leads that would have been lost due to the display of the fees because by meeting Scott in person this would give him the opportunity of winning them over."
But then again, like Anthony says:
...."the average consumer is always VERY cynical when price is not mentioned."
And you may well lose someone who would have bought if only they knew the price.
It's testing time - but also persoanlising the site time, branding the client the right way, etc time.
Brendon
Firstly, I think the hatched background is distracting to the eye when reading. Regarding the Fee, the best way is to describe the typical client as Tom has suggested above.
Something to the extent that says we work with clients that are the in the higher income bracket. Or the opposite and say that you provide services for all income levels regardless of their assets. This will pre-qualify them in a way without stating how much you charge.
Brian
That's his old site (I'm not keen on any of it) - we're doing the new one now.
I'm with you - the pre-qualify is an important consideration.
Thanks
Brendon