When you think about your web site content, it’s likely that a lot of your focus was taken up by pages such as the home page and services or category pages. If your pricing page found itself a little overshadowed, this is a great opportunity to strengthen what could be one of the most important parts of your site when it comes to cranking up your conversions.
Whether you’re a software company or a subscription-service, a retailer or a hotel, a well-designed, clearly worded pricing page can help your visitors easily access the service level or product that’s right for them and proceed to purchase. Your pricing page doesn’t have to be bare bones but it does need to be functional. Fortunately, there are plenty of ways that you can set your page up for success with a little bit of forward planning.
- Make it easy to compare options side-by-side
The first step to creating a page that leads your visitors through to conversion is having a clear, non-confusing and incredibly easy to navigate design which empowers your website visitor. Your goal is to make it very clear to your potential customers what they will need to pay to acquire the product or service they’re interested in. Often, this means showing all available options side-by-side.
If you offer differing service levels or different subscriptions, having a column or table layout means that your visitor can compare and contrast the different options available to find the package that suits both their needs and their budget. The column or table presentation makes it convenient and straightforward to make a decision without lots of scrolling backwards and forwards between various packages.This layout could be achieved as easily as presenting a list of features in column one, and then having ticks or crosses as appropriate in subsequent columns to show what each package includes.
- Customise your calls to action
While there is nothing at all wrong with a standard call to action such as ‘buy now’ or ‘subscribe now’ that can feel a little impersonal where a buyer is opting for your most premium offerings. For your more expensive solutions, consider something that imparts confidence and suggests that you’re eager to meet their needs. For example, ‘schedule a consultation’ or ‘book a demo’.
- Have different pricing pages for different personas
There’s no hard and fast rule that says your site must adhere to a one pricing page rule. Depending on your product or service, it could be more appropriate to have multiple, personalised pricing pages aligned with specific buyer personas.
This is common where there is a big discrepancy between pricing and service levels. Let’s say you’re an accountant and you work with freelancers or self-employed individuals as well as businesses. It would make sense for you to have a page with pricing for freelancers, which covers things such as personal tax returns and then a separate page geared towards businesses who would be looking for a more complete solution such as VAT returns and payroll – things that a freelancer would likely have no need for. Creating one pricing page for individuals and one pricing page for businesses allows you to speak directly to each persona, with appropriate pricing and service options for easy decision making.
- Don’t leave room for guesswork
Buyers feel most confident when sellers are transparent and clear. Your pricing page shouldn’t leave room for guesswork. That means each package or service level should clearly spell out what’s included. If there is a quantity or time limit on a certain part of the service, be sure to include that on the page, don’t attempt to hide it.
Let’s say you run an email marketing service. Package A allows users to send 100 emails per month. Package B allows for 1000 emails per month. Package C allows for 5000 emails per month. Clearly offering those numbers leaves no room for guesswork and allows your customer to confidently choose the right service level. Hide those limits and you risk your customer going to a rival who sets clear expectations from the start.
- Make your value proposition clear
Your pricing page shouldn’t be overwhelmed with text. The most successful pages convey a clear value proposition in just a few words. This reassures the visitor and gives them an idea of what they can expect from you. If you have a tag line or slogan that conveys your value proposition, use it. If not, it’s time to get thinking!