For many B2B websites and some B2C sites, showing prices is problematic because their services either entail myriad combinations and configurations or they're customized to each buyer. In such cases, you can help prospective customers byshowing sample prices for a set of typical orders

我们最近B2B usability study突出显示了此问题的不同版本:一个网站,显示出过于精确的 - 和复杂的定价信息,这太难使用了。

The Complexity Problem

One of our test participants worked in a company that was looking to replace its overnight delivery vendor. While we watched, this user visited two competing shipping companies to get an initial idea of their offerings.

As always,价钱was one of the first things the user wanted to research. It's long been one of my topguidelines to show prices,许多B2B网站上缺乏价格是#1网络设计错误2002年。Luckily, both sites in this case provided prices, but they did so in quite different ways.

  • 一家运输公司通过A提供定价shipping calculator那which required users to enter the ZIP codes for the departure and destination addresses, as well as the package's weight and full dimensions. Users also had to choose between several potentially confusing service options.
  • The other vendor showed a简单的表格价格为最常见的出货量。

我们的测试用户处于早期的研究阶段,收集信息以创建潜在提供者的候选名单,用户知道她必须最终与入围公司的销售代表交谈,以便在列表价格中谈判进一步的折扣。然而,在这一点上,她只是希望缩小潜在的提供商设置为可管理的数字。这一阶段的B2B网站的目标只是在修剪过程中存活and make it to the shortlist.

So, the userneeded only a general idea of cost levels。她没有兴趣检索个人package specs or looking up ZIP codes and postal codes for locations to which her company frequently shipped documents.

第一个提供商的定价计算器非常复杂,并且容易出错,为用户提供快速,一般的服务的成本。样品价格表对此任务更有用,为用户提供了几种服务的价格,包括国内和国际货物。

简单的样品最佳工作

作为另一个例子,让我们说你为医院出售地板。订单的实际价格明显取决于特定医院及其平面图;由于通常需要许多特殊材料来覆盖一个房间,因此它并不像平方英尺的固定价格一样简单。

在这种情况下,您至少有两个选项。您可以提供一个配置器,让医院管理员估计确切的用品及其价格。此选项可能帮助有动力与该网站深入参与的用户,但使用的使用也将是相当复杂和耗时的(如我们从测试多个这样的配置器)。作为一个更简单的第一步,您可以向样本医院楼层显示有一定数量的手术室,恢复室等的价格。

显示样品价格不仅仅适用于B2B网站,尽管他们往往需要更多,因为他们的产品和服务的复杂性。使用采样价格也适用于一些B2C网站。Consider, for example, a gardening service. While lot size and landscaping elements differ, the website could give service prices for a few typical lots so users could get an approximate idea of what they'd pay.

一般来说,如果您无法显示确切的价格或您的价格列表非常复杂,为用户提供一些代表案例及其价格。如果您有长期销售流程,并且潜在客户可能希望在初始研究中快速访问初步信息,这尤为重要。