Where to display the price?

Summary page vs. product detail page.

[BigVarsity185]

When displaying a summary page with many products on it, should I display the price? Or should I make the browser click on the item to get the product's full description and the price at the same time?

What is the conventional wisdom on this?

Thanks!

[DaveAtIFG]

What is the conventional wisdom on this?

I haven't a clue! :)

But speaking as a user, a frequent online/mail order shopper, and a cheapskate :), most of my shopping is price driven. If I must hunt for a price, I shop elsewhere.

I'm a "blue collar kinda guy" though. Why pay department store prices when K-Mart and WalMart are right up the street? If you're targeting an "upscale market," less obvious pricing may appeal to them I guess. A "If you have to ask how much, you can't afford it" mentality. :)

[Essex_boy]

Display the price clearly by the product, dont make people hunt around. By the very nature of ecommerce people are wary - hiding the price or their perception that you are will make them run away in droves.

It still amazes me that people will part with money to someone they will never meet somewhere lord only knows where. Amazing really.

[bcc1234]

It does not seem to have much effect, so there is no reason not to display product prices on the category listing pages.

[Sunshyn]

Displaying the prices would probably help potential customers decide which they would like to see in more detail. I know that I usually look at more items, and with more of an eye for buying, when the prices are right there.

I've had quite a few customers mention that they really appreciate being able to see prices before clicking to view each item's details. One even suggested that I should also add the prices next to each item, inside my thumbnail image maps, but that would make price changes far too involved for me.

[webwoman]

Not only should the price be visible on the summary page, but also a buy button. Many people visit a site several times before buying - they don't need to go to the item page because they arrive knowing exactly what they want and ready to buy. Making it possible to purchase the item on the summary page can increase conversion rates in my opinion.