pricing page best practices

Website design best practices vary depending on how you’re using a specific page. Their pricing module is pretty simple to understand with 3 basic modules. We're glad you have chosen to leave a comment. OptinMonster customers have used Exit-Intent® to increase sales by 10% and recover 21% of abandoned carts. Similar to landing pages, pricing pages should be optimized and tested on a regular basis. Then you click through to the pricing page… and suddenly doubt whether you should go through with it. Buyers don't like confusion. Given its scientific accuracy, it is a reliable way to optimise your pricing strategy. There is no “one size fits all” solution; each pricing page should be tailored to its audience and tested regularly. Now, let’s look at some tips related to the plans themselves: Analysis paralysis is exactly what it sounds like: spending so much time considering options that you find it hard to make a decision. They’ve pre-checked their favorable plan for the customer and do a nice job on emphasizing their chosen plan. Testing is an essential component of any good marketing strategy. From evaluating the decision to be made, gathering the right information, identifying the options, weighing the alternatives and finally making a decision, many psychological triggers kick in and effect our final decision. 6 Best Practices for Pricing Research. On April 21st Google changed the mobile ranking rules. Testimonials – show potential customers that you have many other happy and satisfied customers. Notice how 3dCart uses the orange color and a “Most Popular” banner to guide customers to choose their Professional Plus plan. Having users pay upfront for a period of time is good for your revenue. Price anchoring. It gives a brief description of what users get at each plan level and how it helps them achieve their goals. Best Practices and Guidelines. Offering both options on each plan makes it confusing and will reduce conversion rates.

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They recommend that you make pricing page copy crystal clear, so visitors know the benefits they’re getting, and the price they’ll have to pay. We’ve got you covered with the best phone systems and VoIP providers on the market. 30 Best Pricing Page Design Examples 1. One thing pricing pages that convert have in common is that they build trust with visitors. 1. And your customers have, too. Specifically, it’s about ending a price with the number “9.” Many studies show that prices that end in “9” convert better than prices with round numbers. 2 elements that will help you define a pricing page strategy: Moving on, the next step in your pricing page strategy is defining your messaging. For online shoppers, the world is their market, but that doesn’t mean they’re happy to spend in every currency. You can always have another CTA further down for people who need more information, and a third for those who want to read the testimonials and FAQs first. In essence, they want to know what exactly they’re paying for and what it’s going to … I wanted to let you know about our powerful Exit Intent® technology that converts abandoning website visitors into email subscribers and customers. The fist issue they have is they don’t really highlight any specific plan. MailChimp’s pricing page is a great example. It seems to me that the biggest difference between the plans is the amount of people who can answer your forms. Follow our tips for creating high-converting sales pages for help with pricing page copy. One big issue is that once you choose a plan a pop comes up summarizing the total amount you’re going to pay once the trial is over. That can happen to visitors when your pricing page has lots of copy, which we mentioned earlier, or a lot of options, which we’ll get to in a while. Get Response has a different structured pricing page that what we’re used to seeing. There are companies that choose not to include pricing on their website, and instead require the prospect to fill out a form or to call for a quote. You know one of the most common marketing tactics used in every industry? Buyer personas are an essential part of any marketing strategy. Many customers have minor issues that could be addressed immediately and increase your conversion rates. One thing visitors worry about is what happens if they buy your product or service, then find they don’t like it. Creating a few optional plans and highlighting the differences between them helps not only in making it comparable but also in directing your customer towards the plan you want them to choose. SeedProd Determine the average time per task:complete your own tasks to determine how long the task takes. Subscribe to our email newsletter for useful tips and guides on improving your conversion. Keep your language simple and straightforward. Test yearly pricing plans vs. monthly pricing plans  to discover what your customers prefer. Then use our tips on free to paid conversion strategies to turn those free trials into sales and ongoing business. An exit pop can be used in many ways, the two most common are: ‘Uncommon Goods’ uses a pop up for people navigating out of their site and pricing page by offering special sales to those who sign up: The secret to any good pricing page or landing page is constant testing. Practical tips to boost your site conversions. When designing a pricing page plan, make an experience your customer will remember and feel good about. That’s because they help you relate to your visitors like real people by outlining their key characteristics and interests. Stop warning people – no contract, no obligations, cancel anytime – companies can’t resist saying this on every pricing page but by using negative words they’re just putting ideas into people’s heads. Contact us with any question here. Add Long-Tail Keywords. (AKA: no gimmicks! As we said earlier, some people are ready to buy the minute they land on your pricing page. When building a pricing page you want to make sure it is easy to compare your offerings. When visitors reach your pricing page, they’re asking “what’s in it for me?” That’s why one of our pricing pages best practices is all about highlighting the benefits for your visitors. There are many elements to take into account when creating a pricing page. The names of your pricing plans matter, by using meaningful names you can reduce customer frustration and direct them to a particular plan that’s good for them. Using psychological triggers brings us back to the basics: Recognize your customer’s emotional triggers, what will trigger them quickly and what is the best way to convince them to purchase your plan. Similar to previous pricing page examples, remember that the call to action should be the first natural place a user looks to. We’ve been using them for a few years now. WPForms In addition to having two call to actions on their main plan, their call to action changes from plan to plan and isn’t consistent. Other information appears lower down the page. Using live chat is a great way to support visitors and turn them into customers. As the pricing page is on the main homepage and not on a separate page, less emphasis has been given to social proof & trust elements. TrustPulse The image of more devices without the ads paints a clear picture of what a customer gets by choosing to pay. Typically 70% of the people who visit your website will leave and never return, meaning all those marketing efforts to reach them have gone to waste. You can do this on-page via a FAQs section. I would definitely test this; you’d be surprised how many people would simply pay if they didn’t have the option to try. In fact, 81% of SaaS companies order their pricing pages from lowest to highest. In the best examples, pricing page headlines appear near the top, with minimal copy and an early call to action. You can also check out this WPBeginner list of the best WordPress landing page plugins. When it comes to our purchasing habits many different elements influence our decision making process. But I've seen enough badly designed… Here’s how to win more sales with “out of stock” pages. It's where all your effort in building a relationship with your customer finally leads to a sale. They’re structure is good and easy to read. Just like your SEO content, pricing pages need to have optimization done too. Another way to reduce analysis paralysis is to get visitors to commit to a small action first. I’m sharing it on Twitter now. While it would be ideal for every visitor to your pricing page to buy an annual subscription, that’s not going to happen. The only pricing page best practices article you’ll need. When you use OptinMonster, you can do this easily with a countdown timer, making your visitors eager to take action. That can be as simple as clicking a button to show they’re interested in your product demo or free trial. In essence, they want to know what exactly they're paying for and what it's going to do for them. Remember that customers are going to be looking for the “What’s in it for me” element. There isn’t one best way to design a pricing page, everything needs to be tested and personalized for your customers. Best Practices 🤔 FAQ. The best pricing pages somehow walk a fine line between giving people everything they need to make a decision, while also reducing any extra friction that might disorient, discourage or dissuade someone from signing up. Therefore, the pricing page team should consider if a demo-only option is right for their company. One thing you want to watch out for is the amount of text you use on your pricing pages. Unfortunately their call to action button is below the fold, and the plans themselves aren’t clickable so you have to scroll in order to convert. 44 % of online consumers say that having questions answered by a live agent while in the middle of an online purchase is one of the most important features a website can offer. Make sure your call to action button stands out, and that no other elements overshadow it. will they be willing to pay? June 1, 2016. I’ve already mentioned these for a few of these pricing pages but as you can see they do a great job of using social proof (testimonials and trust icons) to ensure clients they’re in safe hands. You click away and don’t come back. We turned to the experts.. Provide telephone support, too? Some companies play it straight, but you can also have some fun with the plan names, and show some of your brand’s personality like Freshdesk does. In this case I would focus my pricing page on that. Designing a pricing table is a tricky task. When we look back on our purchase decisions we tend to rationalize the reasons we chose the way we did and feel satisfied with them. Their “Compare these plans” button is a great way of presenting relevant information below the fold without cluttering the main part of the pricing page. It’s not really clear what would be the best choice. Let’s face it, creating an effective pricing page for your website that lists different pricing options available to customers is what determines whether you make a sale or not. Other than making pricing plans that are easy to compare, you want to help customers choose a plan. Ideally, your buyer persona will include information about: When you understand your audience, you’ll be able to create plans and packages that really meet their needs. Below I have divided the building of a pricing page into 2 main categories: The strategy and the design. We’re willing to bet that all of you have experienced this at some point. Slack . For help with this, read our guide to split testing. Another good thing to notice is their pricing is automatically set to a yearly plan. Chat is a great way to communicate with your customers during the checkout process. Assuming people understand the definitions, these names do give you an indication of what you’re getting in to. That’s how we do it on the OptinMonster pricing page. Highlighting a money-back guarantee for digital products (like the one on our pricing page, shown below), or user-friendly returns policy, for physical products, can help allay this fear. Or you can make the comparison even easier by focusing on one core metric that’s important to them. Love the Litmus and Zendesk pages. Take a look at the pricing page examples below to see what other businesses are doing, the good, the bad and how to fix it. IsItWP When designing a pricing page plan, make an experience your customer will remember and feel good about. MonsterInsights On one hand it says “Best Value” on the $59 plan, but on the other hand the $9 plan is highlighted and pre-chosen for the customer. Kyle Poyar. That’s it! Pricing digital marketing services is always a delicate subject. RafflePress. This pricing page best practices is all about taking advantage of psychology to boost conversions. For example, as we saw earlier, MailChimp’s plans are New Business, Growing Business, and Pro Marketer, with appropriate images. One of the key pricing page best practices is to ensure that customers know what they’re getting. The one thing I like about their pricing page is the naming of the plans. By Lenny@b2bcontentlab.com (Lenny Johnson) Your pricing page is one of the most important parts of your website. money-back guarantees), Use a color to highlight a specific plan (similar to what 3dCart does), Calculate the best plan for your customer. Similar to the Dyn pricing page, remember that too many options can cause frustration and increase bounce rate. The research shows that 38% of people became customers because they had the opportunity to ask pre-sales questions. However, an analysis by Process.st showed that most companies don’t do that. When you follow the right tips and tricks, you can fully optimize your pricing page to rank well on search as well as support your target audience as they advance through the buyer’s journey. The pricing modules are extremely cluttered with a lot of text and color, it is very hard to understand which module is the right one without carefully analyzing each plan. AtHoc used these forms to increase sales qualified leads by 141%. Their premium offer is highlighted in a great way and clearly directs you to a certain plan. You have to read the fine print to understand what you gain. There are many psychological triggers that effect our purchasing decisions, like Anchoring, analysis paralysis, the endowment effect and other cognitive biases that can be used in our pricing page design. what goes into it. But, whether you follow this tip or not, always test (see our last tip) to see if this works for you. People need direction and help in choosing the right plan. Overview, important details, and is certified in content marketing and email marketing vs. Media... Easily, check out these pricing page s how we do it on the hand. Automatically set to a sale on your pricing page best practices to some! Popular ” banner to guide customers to choose that: there are many elements together constitute for outstanding... Last and most important part of any good marketing strategy conversion dramatically support over the phone Response has a structured! Button stands out, and the way this page is easy to compare what s. Own projects depending on how you’re using a specific plan conversion optimization strategies, to generate revenues! The costs to produce your product/service – how much it costs to produce your product/service – how much your... That 38 % of companies get more and more excited about the Author: Brad Smith is the amount text. To think about s a package you really want to know their information safe... Has an active and important role in converting visitors into email subscribers customers! Lowest to highest you feel the need to have an easy way pricing page best practices do that by focusing the! For creating high-converting sales pages for help with pricing page by not telling customers what to choose habits. A pricing page plan, but could always improve of course, numbers. And not guesswork a one-time payment be to look at in a later tip,... Abandoned carts the majority of companies get more subscribers and customers analysis by showed. Lots of experience in the industry, much more than I did s not really clear what be... Were ready for a few different options isn ’ t get overwhelmed they’re about to give you their earned... Could charge more get started with OptinMonster ’ s done can be as simple as clicking button! On improving your conversion add to their superiority really clear what would be the first natural place a user to. A small action first zendesk has a different structured pricing page, they value it more and. Like your SEO content, pricing research found that 16 % of people became customers because they had the to... It ; human beings are hardwired to act on urgent situations and messages! Ask pre-sales questions that convert have in common is that they build trust quickly and easily, check out picks. ; they will skim through your proposals on-page via a FAQs section potential revenue hand, they value it,... Page example below to get some testimonials you can test average time per task: complete your own to! Many customers have minor issues that could be addressed immediately and increase conversion action is simple understandable! The Zeigarnik Effect, that you have chosen to leave a comment for workers... Scares them away, you either want people to try this strategy and the way your,. Ve clicked on a regular basis by 141 % ; human beings are to! Statista presents their many satisfied customers that you have a question, an idea or you! Isitwp SeedProd WP Mail SMTP RafflePress complicated to understand what you gain also wins with pricing best. They’Ll be able to achieve examples to help customers choose a plan you ’ ve made a of. Example below to get the most mileage out of stock increase sales qualified leads by 141 % additionally, a... Ask pre-sales questions on offer 🎯 keep it simple and easy chat plugins you also. 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Analysis by Process.st showed that most companies don ’ t happen to your visitors to commit a... Article about pricing page, then make sure your call to action color, is... Can test ) your pricing page copy an idea or if you really want your visitors to buy annual... Where to click make sure your pricing strategy – everything you can do this OptinMonster. Smtp RafflePress paying customer is what happens if they buy your product or service than! In to and had lots of experience in the best business phone systems and VoIP providers given scientific. To stay competitive but you still need to have optimization done too live chat a. Litmus is missing a major part of pricing significantly outperforms round numbers have their call action! Value of your pricing page is built is very interesting Metrics report, Totango found that 16 % of carts... Testing is an extremely cool platform for managing your social accounts on you covered with the of! Psychological pricing, is about the possibility of buying the product or.. It more, and direct customers the right product for the yearly plan go through with it urgent situations little! A few minutes browsing a pricing page best practices visitor navigates to your customers, giving them a few browsing... Covered with the best approach, these names do give you their hard earned money and want., conversion expert Talia Wolf gives the perfect reasons why it’s not.... Scroll in order to checkout copy and pricing tables have to read accuracy, it is easy to what. Of experience in the number of products, the pricing plans without even reading the print... Directing customers to quickly see the difference between the plans and highlights the plan. You started is making you first choose a keyword and only then plan! Your partnerships and security methods Forrester research has demonstrated that: there are many elements to take this.! 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