For businesses, a pricing page is one of the most important pages on a website that gives more information about the prices of products. An attractive pricing page is powerful and affects the level of sales.
An excellent pricing page will get visitors to sign up or purchase your products. So, it’s important to make sure your websites have a great pricing page.
Why is the Pricing Page important?
Here's the thing, if your pricing page is not informative and actionable enough, visitors won't likely make any purchase or even sign up for your free trial. We can say that a pricing page holds a lot of power in boosting sales and generating revenue for your business.
A pricing page with a poor design, lousy pricing strategy, and weak pricing page elements will make your visitors leave without making a purchase. That's why you must have an optimized pricing page that will boost your sales and attract visitors to purchase your products. Learn more on how to create a high-conversion pricing page that will generate revenue for your businesses.
10 Pricing Page Best Practices to Boost Up Conversion Rates
Here we go...
1. Simplify the Design
A simple design will make it easy for your visitors to find what they are looking for, the answers to their questions and doubts. Create a clean, clear, and transparent design by removing unnecessary page elements.
After analyzing nearly 30 marketing (SaaS) websites, the SaaS DNA project found that simplicity is the key to pricing pages. Make sure the design on your pricing page is easy to understand and user-friendly. When it comes to designing any pricing page, simplicity is probably the best approach.
A poorly-designed pricing page will make your customers lost in small texts and detailed visuals. Don't add any elements that will distract your visitors from finding the best deal that your business is offered. Make sure there's only one main area for the customers to focus on. These three are probably essential factors in creating a design for a pricing page:
2. Make it easy to Understand
In creating a pricing page, simplicity always wins. One important thing to understand in writing a copy for a pricing page is that visitors won't put trust in your business if they can't get the pricing information clearly on your pricing page.
A pricing page is meant to be a page that will answer all the visitors' questions regarding prices, features, and other information that highlights what's in it for their businesses. Don't put too much information. Just put the information visitors probably need, such as the benefits they are getting from purchasing your product and the price they will have to pay. Too much information will overwhelm your visitors and create doubts and probably make them think twice about purchasing.
3. Address the FUDs
FUDs or fears, uncertainties, and doubts play an important role in converting sales because these factors can keep your visitors from buying. That's why your pricing page must address the FUDs that may arise in the minds of your visitors.
There are many things you can do to address these factors. One of them is by including a FAQ section that answers most of their doubts and fears. You can also include a live chat option. This is important because most buyers usually have questions, doubts, or fears they want to clear up before making purchases.
The SaaS DNA project conducted an analysis of 30 well-known marketing sites and found that almost 73% of these websites include a live chat option to allow their visitors to contact sales or support for more questions. And nearly 66% of them have a FAQs section on their pricing pages. With this strategy, your business will seem more reliable that the customers won't have to worry about anything if they want to make a purchase.
4. Highlight the Benefits
This is probably one of the pricing page best practices that you can try. Allow your customers to understand how your business (product or service) will benefit their business. An excellent pricing page will give you a competitive advantage by highlighting what sets you apart from your competitors. Each word you put on your pricing page should describe well the importance of your product or service.
5. Put your Trust Builders naturally on the Page
Here's the thing, if a user visits your landing page, chances are they are already interested enough in purchasing your product. But yes, it's not a done deal yet, you still have to do something to make sure they make a purchase.
How? Put your trust builders naturally on the page. You must address any doubts or worries your customers may have about doing business with you. You can do this by including an FAQ, trust seals to ensure customers that their data is secure, a money-back guarantee, and testimonials (social proof). Those trust builders are powerful strategies you can use to convert a doubting visitor's perspective. Build trust. (Related: 5 Landing Page Optimization Tools That Will Drive High Quality Leads)
6. Make the CTA Visible and Stand Out
This seems trivial, but making your call-to-action (CTA) obvious will help boost sales and generate more revenue. That’s why putting your CTA in an obvious and strategic area is important. Don’t bury your CTA within the price list or any unnecessary information. And make sure you choose action words as your CTA, such as “Get Started Now”, “Buy Now”, and more. Wording matters in creating a pricing page.
Usually, customers don’t like a hassle. That’s why you have to make sure your visitors have a good experience exploring your pricing page and make the purchase process as straightforward as possible.
7. Use Psychological Pricing
Sometimes, marketing is all about psychological manipulation and charm pricing. It’s about how you craft a copy or design that will attract your visitors into engaging with your business and purchasing your product and service.
There is a lot of psychological manipulation you can use. You might have seen some of these tactics in supermarkets or grocery stores. One of the most popular tactics is to include the figure “9” at the end of your prices.
For instance, if your price was meant to be $300, you’ll showcase $199. Or, if your price was meant to be $150, you’ll showcase $149. A study conducted by Gumroad found that prices ending in .99 have higher conversions rather than prices ending in one cent higher.
Some marketers call this charm pricing, and this tactic definitely has a psychological impact on buyers.
8. Make the Best Option Obvious
An excellent pricing page helps visitors to make an informed decision on what to purchase and why. Highlight your best option or the best deal to reduce visitors' confusion and help them decide on which one they should purchase.
But remember, don't highlight your most expensive plan. Highlight a price plan that most of your customers will derive value from. And don't forget to offer a free trial to your visitors. Free trials have been proven to help increase sales because it increases visitors' trust in your product or service.
9. Help Visitors to Compare between Plans
Sometimes the thing that keeps visitors from purchasing is that they can't determine which price plan is right for their business. Therefore, you should be able to help them decide. This is back again to points 1 and 2: a simple design and a copy that is easy to understand. A poorly-designed pricing page will make it difficult for visitors to decide which pricing plan they will purchase.
One way to help them is to communicate the differences between the various price plans you offer on your pricing page. Make it easy for your visitors to compare between plans. That's why a pricing page needs to be well designed.
10. Create a Sense of Urgency and FOMO
Marketers love to use a sense of urgency and FOMO (fear of missing out). Why? Because people hate to miss out on a good deal.
Creating a sense of urgency and FOMO will push your visitors into potential customers. It will push them to learn more about your business and to purchase your product or service. You can do this by including facts and figures about how many businesses are already benefiting from your product and service. Include a special offer with a countdown timer and showcase your product’s stock levels or availability.
This strategy is probably one of the best pricing page best practices because, no doubt, people are hardwired to act in urgent situations. So, make sure you can use these FOMO and a sense of urgency to another level.
So, your visitors arrive on your pricing page. That's a good sign and probably one more step before converting into sales. They visit the pricing page showing they are interested in knowing more about the business and the products you offer. But no, it's not a done deal. A pricing page is a really important page that will convince visitors to purchase and do business with you.
So, make sure to create a great and perfect pricing page with those pricing page best practices. One thing you must remember in creating a pricing page, a pricing page consists of information and action.
An excellent pricing page offers the information needed by visitors to make an action to purchase your product or service. Without information and action, your pricing page won't likely generate revenue. A poorly-designed pricing page definitely won't convince customers.