Presentation of prices at AITOM

[suchona.kani.z]

Example 1: AITOM – Show prices on a scale When developing a website, it is not always possible to set price lists. Some websites are built on templates, others require complex programming work. Sometimes a graphic designer has to study materials and corporate rules for a long time, other times the assignment is simple and the work is faster because we know the client well and know what their expectations are. That is why we work, like most agencies, on an hourly rate . You can find the rate on the website.

But a lay client understandably doesn't have an accurate idea of ​​the complexity of development. That's why we've prepared a page where we compare websites from our workshop by total cost. Including an explanation of how prices are calculated.


Example 2: Atrium – prices must be visible
Do you remember the example from the introduction? This is the company Atrium , which builds wooden buildings. In their catalog they have really cheap houses for 1.5 million and very expensive buildings. Originally, the company only listed prices after consulting with the client. Part of it was a business strategy.

However, based on user testing, we found that prices are a crucial employment database criterion for their clients . In other words: customers clearly said: “we want to know the prices in advance.” Based on the results of the tattoo, we changed the design of the catalog on the website.

Sample catalog with prices

Thanks to the change, users are reading more on the website:

52% increase in average visit duration
154% increase in calls to the helpline
65 catalogs sent per month (the catalog can also be downloaded online, but the paper one is easier to read, right?)
The house details then provide information on exactly what items are included in the price of the house. According to the testers, an option would be to design a calculator where it would be possible to calculate the price including accessories, such as a swimming pool in the garden.

Example 3: Tutuki – prices must be understandable
Another common problem is that you have prices on your website, but they are not sufficiently understandable for customers. The Tutuki agency , which organizes study stays with English lessons abroad, has a similar problem. Since agencies usually have contracts with local schools, they list prices in € or £ (among other things, due to changes in the exchange rate).

The first selection criterion among our testers was the reputation and references of the agency, the second criterion was the price . It also turned out that testers expect prices in crowns - because the conversion from another currency is difficult for them. In such a case, they prefer to choose a competing company that lists Czech prices, albeit with the note that the price is indicative and may vary depending on the exchange rate.

The testers were also confused by the division of the price into items - the agency, in good faith, listed the price of accommodation and the price of tuition separately. The testers agreed that they would have liked a price calculator rather than several tables where they had to add up the price themselves.