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 by showing sample prices for a set of typical orders .
Our recent B2B usability study highlighted a different version of this problem: A website that showed overly precise — and complicated — pricing information, which was much too difficult to use.
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...