Case Study: How One Shopify Store Increased Sales by Hiding Prices

Merchants are constantly looking for strategies to increase sales and enhance customer engagement. One such tactic that has proven effective for certain stores is the decision to hide prices on Shopify. While this approach might seem counterintuitive at first, for many businesses—especially those in B2B, wholesale, or luxury industries—it can make all the difference. In this case study, we’ll explore how one Shopify store increased its sales by hiding prices, diving into the reasons behind the strategy, the implementation process, and the measurable results.

The Shopify Store's Background

Our subject, a boutique luxury home décor Shopify store, specializes in custom-made, high-end furniture. Their business model was built on exclusivity and a personalized shopping experience. Initially, the store displayed prices on product pages like most e-commerce platforms. However, they found that many customers were not immediately purchasing higher-end products due to the premium price tags, which could potentially discourage conversions.

Why Hide Prices on Shopify?

The decision to hide price on Shopify wasn’t made lightly. Through customer feedback, the store learned that buyers often felt intimidated by the visible high costs and weren’t taking the next step to inquire about the products. In many cases, customers were unaware of the customization options available, which could make the products more affordable or perfectly suited to their needs. Additionally, the store wanted to create an air of exclusivity, encouraging customers to contact them for personalized consultations and quotes.

Objectives for Hiding Prices:

1. Increase customer inquiries: Encourage potential buyers to reach out for custom quotes or consultations.
2. Build a sense of exclusivity: By hiding prices, the store wanted to convey the uniqueness of its products.
3. Personalize the shopping experience: Tailor quotes and offers based on customer needs and preferences.
4. Remove pricing hesitation: Prevent customers from abandoning products due to price without understanding the value.

Implementing the "Hide Price on Shopify" Strategy

To implement the strategy, the store utilized a Shopify app specifically designed to hide prices and replace the "Add to Cart" button with a "Contact for Price" or "Request a Quote" option. Here’s a breakdown of how they made it work:

1. Custom Contact Forms: Instead of showing prices, each product page was integrated with a custom form that allowed customers to inquire about pricing. This included fields for specific customizations, budget range, and contact details.
2. Customer Segmentation: The store used Shopify's customer tagging feature to show or hide prices for different user groups. For instance, wholesale buyers were granted access to pricing, while general consumers were asked to contact the store for quotes.
3. Personalized Quote System: Once a customer inquired about a product, the sales team would respond with a personalized quote based on the customer's requirements, creating an opportunity for conversation and upselling.
4. Email Marketing Follow-Ups: Customers who reached out were automatically added to a segmented email list, enabling the store to send personalized follow-ups, promotions, and product updates.

The Results: Increased Engagement and Sales

After implementing the "hide price on Shopify" strategy, the store saw significant improvements in various key metrics:

1. Increased Customer Inquiries

• The number of inquiries jumped by 45% within the first three months. Customers were more willing to ask about products since they were not deterred by an upfront price tag.

2. Higher Conversion Rates

• The store's overall conversion rate increased by 30%. By engaging with customers personally and addressing their needs through tailored quotes, the store was able to convert more inquiries into actual sales.

3. Average Order Value Increased

• The average order value (AOV) increased by 25%. The store found that customers, once engaged in a conversation, were more likely to purchase higher-ticket items or add customizations, boosting the overall transaction size.

4. Customer Satisfaction and Retention

• Customer feedback indicated that the personalized approach made them feel valued, leading to repeat purchases and long-term relationships. The store also saw a 20% increase in repeat customers over a six-month period.

Why Hiding Prices Worked

The success of this strategy can be attributed to a few key factors:

1. Personalized Interaction

• Hiding prices created an opportunity for personalized communication with each potential customer. This allowed the store to offer custom solutions based on the buyer’s needs and preferences, building trust and fostering relationships.

2. Exclusivity and Luxury Appeal

• The store positioned itself as a premium brand, and hiding prices enhanced the sense of exclusivity and luxury. Customers felt they were purchasing something special, which was reinforced through direct engagement with the sales team.

3. Reduced Sticker Shock

• By not displaying the price upfront, customers were more likely to inquire about products they initially thought were out of their budget. Once engaged, the sales team could explain the product’s value and customization options, easing the concern about high costs.

How to Hide Prices on Shopify

If you’re considering implementing a similar strategy for your Shopify store, here’s a quick guide to get started:

1. Choose the Right App: Several apps on the Shopify App Store allow you to hide prices and replace the "Add to Cart" button with a "Contact for Price" option. Some popular ones include Request a Quote and Hide Price & Add to Quote.
2. Customize Your Contact Forms: Ensure that your inquiry forms capture the right information from customers, such as product preferences, customizations, and budget.
3. Segment Your Customers: Use Shopify’s customer segmentation tools to decide who sees prices and who doesn’t. For example, you may want to show prices to wholesale buyers but hide them for general visitors.
4. Personalize Your Responses: When customers inquire, respond with personalized quotes and follow-up emails to nurture the relationship and close the sale.

Conclusion

For this Shopify store, hiding prices resulted in increased engagement, higher conversions, and larger order values. While it may not be a universal solution for every business, the "hide price on Shopify" strategy can be highly effective for stores selling luxury goods, custom products, or catering to wholesale clients. By implementing this approach thoughtfully, you can enhance customer interactions, create a sense of exclusivity, and ultimately boost sales.

If you’re looking to try this strategy, start by understanding your customers and experimenting with how hiding prices could positively influence their buying behavior. Further you can hide products on hide products on Shopify as well by using Addify Hide Products app.