folded bills

“Assuming you list your packages and prices on your website, do you list the cheapest package first and then have them in ascending order so your biggest is at the end OR do you present your biggest and best first on the page and the smallest/cheapest right at the bottom of the page.

I guess it’s a marketing thing?? but which do you find works better?”

Answer:

First of all, I would NOT recommend listing all your prices on your website in most cases. This keeps couples focused on the price instead of the value you’re providing, and you don’t get a chance to build a relationship or explain your value in an effective way from a price list.

I’d much prefer that you list a realistic starting price or price range, and then ask people to contact you for more information.

However, you did say, “assuming you list your packages on your website…”

There are a couple principles of psychology you can use to guide couples to maximize the perceive value of your packages and guide them to the one that’s most profitable for you.

1) List the most expensive package right next to your less expensive ones.

You want the bride or groom to see that most expensive package right away. Why? Because of something called the “contrast effect.”

We judge the value of something, especially when we’re unfamiliar with the product or service, by comparing with prices around it.

When you display your deluxe $4,000 package next to the others, your $3,000 package looks like a steal.

2) Have 3 packages with the middle package as the one you want most people to choose.

When presented with 3 package options, most people will choose the middle one. “I don’t want to be cheap,” the think, “but I don’t need the most expensive. I’ll go with the middle.”

Deliberately create a middle package that is attractive to most of your clients and also profitable for you.

Having 3 packages is ideal, but don’t offer more than 5 and avoid a large menu with dozens of a la carte options. Too many packages becomes overwhelming to look at, and when couples get overwhelmed, the choice becomes too painful and they end up making no decisions at all.

3) Mark one of your packages as the “Most Popular” option.

Buying decisions are influenced by the opinions of others. By designating the package that is “most popular,” you’re providing social proof that this is the best one because everyone else says so.

Make the “most popular” package the middle one, and you’ll encourage people to choose it even more.

4) Present your packages visually so that they are easy to understand.

Again, make the choice as easy as possible. The bride or groom should be able to quickly identify the differences between them.

Use colors, bullet points and short statements. A package display with check marks and features like the one below is easy to ready and choose from.

pricing-examples

These are the general principles of pricing, but the best way to find out what works is to test different variations and measure your results.

What do you think about putting prices on your website?

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Stephanie Padovani

Stephanie is a Hudson Valley wedding insider, blogger, writer, and wedding business coach. Want to book more weddings at higher prices? Quit dealing with price shoppers? Transform your wedding business so that it supports the life you really want? Look her up! They don't call her the Wedding Business Cheerleader for nothing. :)

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One thought on “How Do You List Your Prices On Your Website?”

  1. I do not list prices on my website, I ask the potential customer to contact me. When the first words out of their mouths are about price, I tell them compared to the average cost of a wedding in New York in 2013 is over $70,000, I am very reasonable. I invite couples to look at my sample images and get them to tell me what they envision their wedding “feels” like. This is important to me so I know what kind of retouching may be needed to complete their wedding vision. It also lets them know I am buying into their vision so they are more able to bond with me and my work.

    When asked straightforwardly, I will always ask what the wedding details are. When I begin asking questions, they know I take my business seriously. They also know that there just may be more to this photography stuff than they originally thought. Some important details to my price quotes may be:

    1) Number of guests (more guests may require an additional photographer)
    2) Hours of coverage (standard is 5 hours, more time is more money)
    3) Number of locations (and distances from each other) requiring coverage
    4) Timing of events
    5) Will children be present (I have to safeguard my equipment)
    6) Number in wedding party (large party may mean additional lighting equipment)
    7) Groom prep coverage (again, an additional photographer)
    8) Venue (two vantage points – an additional photographer)

    Many couples want champagne coverage on a soda pop budget and it’s up to me to gently explain what is possible. When I ask these detailed questions, they know there is more involved.

    I provide a general range for prices and explain that we can always swap some items for others to create a custom package for them, but if they cannot afford the base price, then they need to get “Uncle Bob” to take those shots. I’m not an unreasonably priced professional, but I am a professional.

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