--- description: The right conversion point depends on what the buyer needs to see before engaging and how much friction exists in experiencing the product's value. A… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: When a free trial, consultation, pricing page, or contact form is the right conversion point --- B2B Websites When a free trial, consultation, pricing page, or contact form is the right conversion point # When a free trial, consultation, pricing page, or contact form is the right conversion point The right conversion point depends on what the buyer needs to see before engaging and how much friction exists in experiencing the product's value. A free trial works when there is low friction to getting value from the platform immediately. A consultation works when the solution requires customization. A pricing page works when cost is the primary qualifying factor. A contact form is the weakest option and works only as a fallback. Free trials are effective when the buyer can start experiencing value with minimal setup. When the product requires complex configuration or has a steep learning curve, a trial forces the buyer through friction before they see results, which kills engagement. In those cases, a sandbox with preconfigured data or a guided simulation provides the experience without the effort. Consultations and quotes work when the solution is customized and the buyer needs to understand how it applies to their specific situation. The website should convey what the buyer would walk away with from that call. Lean Labs reports that adding "starting at" pricing to a client's website increased quote requests by approximately 40% because buyers saw the solution was in the realm of possibility and wanted to know the price specific to their needs. Hiding pricing produces the opposite effect: buyers assume the price is unfavorable and leave without engaging. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", 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