Here’s when NOT to show customers the price of your product.
Hide product pricing on your homepage for high-end or complex products.
It might seem counterintuitive to show products without pricing on your homepage.
We removed the price from a home decor brand’s product listings.
The result? A 10.9% increase in conversion rates.
When customers first encounter your brand, they don’t yet understand:
- The value of your product
- The craftsmanship behind it
- Benefits and why yours is different from the competition
The more expensive the product, the more touchpoints are needed to tell the story so customers understand the value.
If you list the price too soon, they could bounce.
Your homepage’s job is to spark curiosity.
Get potential customers to click through to the product page where you can tell your full story.
But! This price-silence approach isn’t universal.
This strategy works best for high-end or complex products, or when your prices are higher than competitors and customers need to understand why.
Show compelling product photos that attract interest, but save the price reveal for later in the customer journey.
✨Takeaway: Use your homepage to create intrigue. Save the detailed pricing conversation for your product page.
Try it and test!
