Buyers asked about price first, so we made that the way in
One question kept coming back in Tryve's enquiries: what does it cost? We built a short pricing calculator in four languages. Visitors choose what they need a price for, a consultant sends a tailored price, and Tryve gets a lead with context.
- Client
- Tryve
- Sector
- B2B work management
- Role
- Concept, build and tracking
- Live since
- 1 July 2026, in four languages
Many buyers asked about price first, and most lost deals were about price. On the website they could only ask that question through an open contact form.
A short pricing calculator in Dutch, English, French and German, built into the pricing pages, storing every lead, notifying the team, confirming to the visitor and with its own conversion in GA4 and Google Ads.
757 people opened the calculator, 193 went on to the second step and 28 requested a tailored price. About 9 leads a month: the strongest lead source on the site.
Price is the first question, not the last
When we went through the enquiries from January to May, something stood out. Thirteen people asked about price first. And of the eight deals lost in that period, seven were about price. Buyers wanted to know where they stood before investing time in a conversation.
The website did not make that question easy. Anyone who wanted a price had to fill in an open contact form and explain what they needed. Some dropped out. Others sent a vague question, which slowed down the first conversation.
The approach, step by step
The insight from lost deals
We did not start from an idea, but from the data: the enquiries and the reasons deals were lost. If seven of eight lost deals are about price, price has to come earlier in the conversation.
As short as possible
The first version asked what you want to manage, how big your organisation is and your contact details. After the first tests we cut a step. Now you choose what you want to see prices for (set up, improve an existing setup, licences only, something else or not sure yet) and leave your details. Every extra question costs drop-offs.
In four languages, on the pricing pages
The calculator sits on the pricing pages in Dutch, English, French and German. Visitors get a confirmation in their own language explaining what happens next, the Tryve team is notified straight away and a consultant sends a tailored price.
Every lead stored, with context
Every request goes into its own database and dashboard. Tryve sees not just a name, but also what the buyer needs: setting up something new, rescuing an existing setup or licences only. That makes the first conversation far more concrete.
Its own conversion in GA4 and Google Ads
On a successful request the calculator sends a signal to the page. Google Tag Manager turns that into a separate conversion in GA4 and Google Ads, apart from the contact form. That way the ad algorithms know which click produced a calculator lead.
Filtering out the noise
Not every submission is a buyer. We classified each lead: company in the target market, company outside it, private individual or test. That showed Tryve that the number of real companies in the target market grew from two in July and August to six in September.
Why we made these choices
Why a calculator and not a price list. The price of a monday.com implementation depends on what you want and how big your team is. A fixed price list is right for almost nobody. A calculator takes the price question seriously: the buyer requests a tailored price in two steps, without having to fill in an open form. In return Tryve gets a lead that already says what is needed.
Why so few steps. In a funnel you lose people at every step. Of the 757 visitors who opened the calculator, a quarter went on to the second step. That is why we cut a step after the first tests. Every question has to earn its place: if sales does nothing with it, it goes.
Why the calculator got its own conversion. Google describes key events as actions that are important to your business, so you can see which channels lead to those actions. A calculator lead is a different kind of enquiry than a contact form, with a different intent. By measuring them separately, you see which channel produces which leads and Google Ads can steer on both.
Why we are honest about the total. The total number of website leads stayed about the same: 17 a month before, 16.5 after. The calculator now brings in about 9 a month of those, with more context than a regular form. The next step is a shorter contact form and a more visible calculator, so the extra visibility from SEO and ads also turns into more enquiries.
Before and after, in numbers
What it delivered
people opened the calculator since 1 July
leads, about 3.7% of those who opened it
leads from every language: 10 English, 6 Dutch, 6 French, 6 German
The calculator has become the strongest lead source on the website, with requests from all four markets. Want to know how to build a page that turns visitors into enquiries? Read how to optimize a landing page for conversion.
What companies ask us about this approach
Should you show prices on a B2B website? +
If your buyers ask about price first, you should at least make that question easy. A calculator lets them request a tailored price in two steps, without tying you to one amount.
How many steps can a pricing calculator have? +
As few as possible. At Tryve we cut a step after the first tests: now you choose what you want a price for and leave your details. Every extra question costs drop-offs.
How do you measure leads from a calculator? +
Have the calculator send a signal to the page on a successful request, and turn that into a separate conversion in GA4 and Google Ads through Google Tag Manager. That shows which channel produced the lead.
Are calculator leads good quality? +
They contain more context than a regular form. But tests, private individuals and companies outside your market also come in. Classify every lead, so you see the real buyers separately.
How long does it take to build a calculator like this? +
At Tryve the first version went live in four languages within five weeks of the start, and two days later we had already simplified it based on tests.
Get started yourself
Tryve: Google Ads clicks a third cheaper
Do your buyers also ask about price first?
We build a calculator or landing page that answers that question and turns it into a lead with context. Get in touch with Tanguy.