It is common in marketing to entice customers with unrealistically low prices. We have to be attentive to details to see the full size of the investment we are about to make.
However, this case was the opposite. This music school accidentally confused customers quadrupling its actual pricing.
From the first glance, the webpage announces the $232 price for a 45-minute lesson. This seems a bit steep for regular music school. If we investigate further, it all becomes clear. That $232 price is monthly tuition and includes 4 lessons. There are two ways to avoid confusion and make sure that potential students understand pricing correctly:
1. Emphasize that the listed price is for 1-month tuition, not for one lesson.
2. List the price for each lesson and ideally explain the monthly-based charging system.
Most marketing professionals will recommend going with the second option. The idea of paying $58 per lesson looks more appealing than $232 per month, even eventually it is the same price. Once the school learned what confusion their website can cause to potential students, they made the necessary changes and chose a more popular option, showing the price for each lesson.
Is it proper to emphasize a price for a lesson when the minimum order is a pack of 4? People love to know how much do they pay for a unit of goods are services. Search for toilet paper on any major retail website and next to the total cost you'll find a cost for a single roll. As long as our price is transparent, all terms and conditions mentioned and we are not trying to trick customers into paying more than they initially planned, we are on the way to build long-lasting relationships and set our business for success.