Displaying credit card thumbnails

[Nick C]

What are the thought's on displaying credit card images to represent the cards taken at checkout? Is it necessary to have them on every page, either in the margin or footer, or is it ok just to have them represented at the payment page?

I'd be interested to hear thoughts from all you pro's.

[jont]

A lot of sites have them on every page in the side bars to provide reassurance to nervous buyers. I think this is a little old hat as more people are used to buying online and assume their cards can be taken. If you can afford the space adding to all pages certainly will not hurt - better to provide the reassurance than lose potential customers though.

[Nick C]

Thanks Jonty, I'll look into the possibility of adding them.

I'm currently debating the "include VAT" with our displayed prices. Our competitors currently don't (as it seems is the case with many shops) and we're worried that by adding VAT to our displayed prices it will make them seem a lot more expensive to the casual browser.

[Mark H]

I think you have to be specific either way. If you want to show prices exc VAT to look better value, then fine but you should say exc VAT on the page. As a customer I would be very unhappy to get to checkout and find that VAT was then added if it hadn't been explicit on the product page. Also depends what market you're dealing with. Commercial customers will be used to exc VAT prices, retail customers will expect to see prices including VAT.

[Nick C]

Hi Mark, I'd be disgruntled too.

Both our websites clearly sate that prices are excluding VAT, but I've been led to believe this is actually against the law. I somehow doubt that it's enforced if it is however.

[jont]

Unless it is overtly a trade site always include the VAT ... sure fire way to get buyers to dump the cart and find a competitor. Look at the fiasco of Dell and their adverts.

[Nick C]

Here's the thing though. Say our competitors are selling the same switch as ourselves. We advertise £37.95 including VAT and they are advertising £32.00 excluding VAT. Now while their product is actually marginally cheaper than ours, our product is far superior and I'd hate to think I was losing a potential sale due to a customer thinking there was a bigger difference as they didn't pick up on the VAT info.

[Duncan Rounding]

Then perhaps display both prices on each product.

[Chunkford]

Why would it be superior? you just said that it was the same switch...
If you are selling the same product then there are areas where you can be better than them e.g. Delivery, Customer Service, ease of buying etc.

I think stating that you include VAT on all products for a transparent pricing would be the best way (but then it depends on why type of customer you have). You can always do a price match offer to reassure potential customers. I always hate it when businesses try to use smoke and mirrors, it tells me they are not a trust worthy place - just my 2p worth

[Nick C]

Sorry Paul, I should have said the same style of switch. I'm not using smoke and mirrors at all, I'm just working out the best way to compete with our main competitor.

The main reason for me bringing up this question was due to my inability to get both prices displayed on the product pages. Shortly after my last attempt ACTINIC crashed, since I've rebooted both prices now show.

I've just altered the following page:

EDIT: URL removed

With any luck that will now cover all bases and if our competitor changes their pricing system, I'll be happy to update ours for a VAT included price only, which to be honest will look a lot cleaner!

Again, thanks for your input.

[Mark H]

I think the format you have on that page is the best for your likely market ie a price, then in brackets the price inc VAT.

Nice site BTW

[malbro]

Here's the thing though. Say our competitors are selling the same switch as ourselves. We advertise £37.95 including VAT and they are advertising £32.00 excluding VAT. Now while their product is actually marginally cheaper than ours, our product is far superior and I'd hate to think I was losing a potential sale due to a customer thinking there was a bigger difference as they didn't pick up on the VAT info.

Any savvy user will spot the difference at the checkout, I recently bought some ink cartridges for a printer. Looked on the web for good prices and found what I thought was a really good price, got to checkout and found the price was suddenly more than I usually pay, no mention of VAT or of shipping charges until checkout.

I dumped the cart and went back to my usual supplier (an Actinic site) where all the prices were clearly identified.

[Nick C]

I've been caught out too Malcolm, so I do understand where you're coming from. As I mentioned above though, I do hope displaying both prices is a good compromise.

As this is the first shop I've tried to build, it actually wasn't till today that I discovered that it's a legal requirement to display VAT inclusive prices, does anybody know if this is enforced?

@ Mark. Thank you. I called by your site earlier today and that means a lot, I'll also return the compliment if I may?!

[grantglendinnin]

Under UK law you must display your prices including VAT unless otherwise stated, or of course if you're a trade-only retailer, then you can do whatever you like.

--Edit--

Wrong This was true until the early 2000's. You can now only show prices including VAT unless you are trade-only.

[Nick C]

Has anybody been prosecuted Grant? I'd provide a link to our competitors, but I refuse to give them additional advertising (it's also an Actinic site too I've just noticed)