How does hiding prices on B2B sites affect conversion?

Short answer: Hiding prices on B2B sites does not act in one direction: it can pre-filter qualified demand, yet create friction and distrust for high-intent visitors and increase exits.

The right answer is not a fixed rule but a measurement. Whether the price is hidden or open depends on the sales model and the buyer's expectation.

What to weigh for the decision

• Showing a value range, a package name or a starting price instead of the full price
• The intent and exit behavior of visitors reaching the pricing page
• The quality gap between a price-request form and a direct purchase
• Competitor transparency and industry expectation

You solve this with an A/B test, not a guess; both variants of price visibility are measured with GA4 events and read per site against the baseline. There is no general percentage, because the effect varies by site.