The trick is to make it good for customers, too. Save my name, email, and website in this browser for the next time I comment. Steer away from cluttered pricing pages. Besides the good use of trust icons and social proof, the way this page is built is very interesting. A design that fits the number of products, the level of detail customers want, and the way your customers decide to buy. Keep your language simple and straightforward. People need direction and help in choosing the right plan. Similar to previous pricing page examples, remember that the call to action should be the first natural place a user looks to. By Lenny@b2bcontentlab.com (Lenny Johnson) Your pricing page is one of the most important parts of your website. We’re willing to bet that all of you have experienced this at some point. Every other page works to guide your user slowly through the sales and marketing funnels until reaching the final gate between you gaining some life saving revenue and another sale lost. Which are the SaaS pricing best practices? When it comes to our purchasing habits many different elements influence our decision making process. 9 Pricing Page Best Practices 1. Live chat will help you figure out some of the pre-sales objections so you can address those in your marketing, and reassure customers that they are making the right decision. Retailers understand that selling the right product for the right price at the right time is what makes a business profitable. There’s no doubt about it; free trial marketing increases sales. We're glad you have chosen to leave a comment. When designing a pricing page plan, make an experience your customer will remember and feel good about. June 1, 2016. Aug 20, 2020 - Is your pricing page as effective in winning sales as you want it to be? Conversioner is a conversion optimization agency that specializes in emotional targeting, consumer psychology and data. 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. And if the price scares them away, you may never see them again. Mailchimp helps customers identify their needs and make a quicker decision. Buyer personas are an essential part of any marketing strategy. For online shoppers, the world is their market, but that doesn’t mean they’re happy to spend in every currency. It's where all your effort in building a relationship with your customer finally leads to a sale. Definitely test some out (our current favorite is Zopim). Note how 3dCart makes it easy to compare their different plans and highlights the one plan they want customers to choose. 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. Don’t hide your pricing. A great way to capture people before they leave your pricing page is using a dedicated exit pop. In the best examples, pricing page headlines appear near the top, with minimal copy and an early call to action. I think we are now hitting most of your points, but could always improve of course. no questions asked! There are a few ways to guide people in a certain direction, I would suggest testing the following: It all comes down to trust and feeling safe. There isn’t one best way to design a pricing page, everything needs to be tested and personalized for your customers. For additional reading, add the rest of the information below the call to action button. You click away and don’t come back. Contact us with any question here. Another way to reduce analysis paralysis is to get visitors to commit to a small action first. 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. They’re about to give you their hard earned money and they want the entire process to be as clear as possible. Kyle Poyar. But this can work against you. As she mentions, your pricing page isn’t converting: Because you’re focusing on your product or service and not the outcome and bottom line for the customer On April 21st Google changed the mobile ranking rules. Your pricing landing page has one job: to get visitors to take action, and buy your product or service or sign up for your free trial. Check out all 7 and their easy solutions! Remember that customers are going to be looking for the “What’s in it for me” element. Offering both options on each plan makes it confusing and will reduce conversion rates. Slack is a well-known online workplace for teams to communicate and work together in real-time. One way to do that is to discount the annual plan so there’s an incentive for visitors to take this option. The one thing I like about their pricing page is the naming of the plans. Focusing on your product or service rather than the outcome and bottom line for the customer. Buyers don't like confusion. 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. I thought the best way would be to look at the pricing pages … 10 Best Practices for Digital Marketing Pricing Models. 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. Period. So a key pricing page best practice is to have one package priced higher than the others – and make it visible – so that all other packages seem reasonable. To ensure this doesn’t happen to your customers, giving them a few different options isn’t enough. 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. Provide telephone support, too? Designing a pricing table is a tricky task. 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. Top Tools Alert: Do you provide customer support over the phone? I wanted to let you know about our powerful Exit Intent® technology that converts abandoning website visitors into email subscribers and customers. One way to achieve this is to communicate the differences between the various plans on offer. They worry about competitors seeing their pricing, and then undercutting them. But I've seen enough badly designed… I would definitely test this; you’d be surprised how many people would simply pay if they didn’t have the option to try. The last and most important part of pricing page strategy is remembering to keep it simple and understandable. We’ve put below some outstanding pricing page examples to help you build a great one for your online site. an idea or if you just want to say hi! I’d definitely test adding some to that part of the page. When designing a pricing page plan, make an experience your customer will remember and feel good about. 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. Notice how 3dCart uses the orange color and a “Most Popular” banner to guide customers to choose their Professional Plus plan. Similar to reducing your copy to a minimum, make sure your pricing page is easy to comprehend and analyze. In fact, their way of getting you started is making you first choose a keyword and only then a plan. In fact Forrester Research has demonstrated that: There are many quick and easy chat plugins you can use on your pricing page. There are many elements to take into account when creating a pricing page. If you really want to build trust quickly and easily, check out TrustPulse. It’s important to stay competitive but you still need to be profitable. Picture this: You’ve spent a few minutes browsing a website. And the plan names also match their buyer personas, which we’ll look at in a later tip. 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. Most studies, though not all, show that this type of pricing significantly outperforms round numbers. But my sales manager insisted we could charge more. That’s why one of the most important pricing page best practices is to test. It’s an essential part of marketing. In essence, they want to know what exactly they’re paying for and what it’s going to … A great way to increase pricing page conversion rates is to show pricing currency according to the customer’s country. Will everything change? This helps visitors browse, choose or buy. Here are 13 pricing page best practices you can consider using on your website today. 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. You can unlock this powerful technology 100% free when you purchase our OptinMonster Pro plan. Test your page layout, your pricing, your copy, your headline, your call to action – everything you can test. Assuming people understand the definitions, these names do give you an indication of what you’re getting in to. And the fear of missing out (FOMO) takes this to another level. 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. Many marketers try to add as much explanation as possible to their pricing page, essentially making it hard to read, pushing important and relevant information below the fold and making it hard for people to understand the page. We’ve been using them for a few years now. One reason this works is because of the endowment effect. The arrows indicating a “yearly” plan are alarming in the way that I have no idea what will happen if I click on them. It’ll help your visitors to remember the plans, too. Do NOT use keywords in the name field. 💵 Pricing Page. Make sure your call to action button stands out, and that no other elements overshadow it. We turned to the experts.. In addition, 62% of companies get at least 10% of their business from free trials. SaaS Pricing Best Practices from 90 Companies: Why the Hottest SaaS Businesses Now Put Their Pricing Online. Start implementing this tip by creating your buyer personas. For example, Mention highlights three areas their users will care about in boxes at the top of its pricing page, so they can compare plans before scrolling down for more detail. For example, as we saw earlier, MailChimp’s plans are New Business, Growing Business, and Pro Marketer, with appropriate images. Of course, round numbers have their place, too, especially if the decision is likely to be driven by emotion. This is one of those little things that might not matter, but it can’t hurt to follow industry best practices. 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. In fact, most online shoppers prefer to see prices displayed in their local currency, so they know exactly what they’re going to pay. Use pricing plans so customers can compare and find the best plan for themselves but use the minimum brainpower needed. 1. Highlights: Two tabs. I recently wrote an article on my personal blog about marketing mistakes I’ve made over the years. The only pricing page best practices article you’ll need. 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. But for logical decisions, 9’s definitely a charm! You can do this on-page via a FAQs section. Comparable – Spotify makes it very easy to see the difference between their two pricing plans without even reading the fine print. Don’t try to reinvent the wheel; don’t make it too complicated to understand. 1. Then you click through to the pricing page… and suddenly doubt whether you should go through with it. Try testing 2 versions of your pricing page with and without charm pricing and see if it works for you. Now you know the pricing page best practices that’ll help you make more sales, check out our other guides to boosting eCommerce revenue and attracting more leads. The first issue is that once you’ve clicked on a plan, nothing happens. Each part of the pricing page structure is important for increasing conversion rate. By offering an option to change to their own currency, customers will be able to compare plans easily without the need to convert pricing themselves. Reduce the copy to a minimum, make sure to show only the most important content needed above the fold. Don’t over complicate it with text and new ideas. Join 1,000,000+ who get more subscribers and customers with the power of OptinMonster. I’m glad you found the article useful! 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