For high-end products, it's better to delay showing prices. The research suggests that revealing prices after a sales pitch increases the likelihood of purchase. For example, customers were 21.1% more likely to buy an espresso machine when the price was shown after it was added to the cart. On the flip side, for affordable items, immediate price visibility boosts sales. People are 18.1% less likely to buy a discounted item if the price is revealed only after a click. The study highlights that consumer price expectations play a significant role. When customers don't see a price right away, they rely on their preconceived notions of how much they think items should cost. This works in favor of premium products — if the price is revealed later and is lower than expected, customers feel positively surprised. Conversely, for cheaper products, delaying the price can increase perceived value but may also lead to frustration if consumers can't find the price quickly. The research, conducted through online experiments involving over 800,000 participants, emphasizes the importance of timing in price disclosure. It noted that effects might vary with longer delays or when competing products clearly display their prices. Brands like Retool, which currently show their prices upfront, could benefit from concealing them until after a discovery call, especially since competitors offer better pricing for similar services.