Here’s a look at how Constant Contact displays these benefits on its pricing page: Nothing says trust and transparency like the offer of two free months. If you look at the Netflix comparison table above, you’ll see the highlighted top choice. Here’s an example from the Litmus pricing page that illustrates my point: As you can see, this comparison table shows customers what’s not included in each plan. If people want certain features, they’ll be encouraged to spend more money. Consider using this strategy on your pricing page. Take a look at how Pipedrive creates social proof at the bottom of its pricing page: After people have a chance to review the pricing options for Pipedrive, they’ll see this screen as they continue scrolling. Furthermore, the company features customer testimonials on its pricing page. As you just saw in the Pipedrive example, adding a live chat feature to your pricing page shows that your brand is available to assist prospective customers on demand. Here’s the HubSpot pricing page: The note encourages visitors of the page to write a message if they need help understanding any of the pricing options. Conclusion If you want the conversion rates on your pricing page to increase, you need to make sure your page promotes trust and transparency.
Is your pricing page designed to drive conversions?
There are some common problems I see all the time when I’m analyzing these landing pages. It’s a tricky situation for businesses.
On the one hand, you want your pricing page to be informative, useful, and beneficial to your prospective customers. But at the same time, you want to make sure it’s designed to make people spend as much money as possible.
All too often, I see pricing pages that are either on one end of the spectrum or the other. You need to find that middle ground.
You’ve spent a lot of time learning how to generate more profits by focusing on your pricing strategy. Now you need to learn how to properly display those prices.
What types of pricing pages will encourage website visitors to convert?
Pages that are transparent and build trust will ultimately be your best bet. Here’s why.
If your pricing page is honest and doesn’t withhold any information from prospective customers, you can still implement tactics that encourage people to spend more money.
In fact, 73% of consumers are willing to pay more for products and services that promise complete transparency. Furthermore, 39% of consumers say they’re willing to switch brands to pursue transparency.
Both you and the customer will benefit from trustworthy and transparent pricing pages.
Those of you who need help increasing conversions on your ecommerce platforms will learn how to create profitable pricing pages by reading this guide. Here’s what you need to know.
Create a comparison table
The best way to show customers their options is by displaying a comparison table.
This makes it easy for them to make a decision without having to navigate to different pages or do too much scrolling. Ideally, your comparison table can be displayed on one screen.
Here’s an example of how Netflix uses this strategy on its pricing page:
Netflix offers three different subscriptions:
- basic
- standard
- premium
The first line of the table shows the price. It’s obvious and transparent how much each option will cost. There are no surprises or secrets here.
After that, it lists seven features. The comparison table shows whether each price point has the listed feature.
This is the perfect size for a comparison table.
According to research on short-term memory, the brain can store only about seven items at a time. Most adults have the capacity to store five to nine pieces of information in their short-term memory bank.
If your comparison table has 30 lines, you’ll need to cut that down significantly.
It’s just too much for people to process, and you’ll struggle to get conversions.
Plus, if they have to keep scrolling to see information, it’ll be difficult for them to keep track of which option is the most appealing to them.
If you don’t know how to shorten your comparison table, here’s what I recommend. Only include line items that are different for each price point.
For example, if all your options come with a 30-day free trial, don’t add that to your table. Instead, find another spot on your pricing page to showcase that feature.
Showcase your value proposition
For your business to be successful, you need to create a highly effective value proposition.
Your value proposition will explain how your brand, products, or services will benefit your customers. Highlight what makes your company better than your competitors.
Here’s a look at how Constant Contact displays these benefits on its pricing page:
Nothing says trust and transparency like the offer of two free months. This gives customers a chance to get to know the software without having to pay for anything. It shows that this company stands behind its product.
Constant Contact also gives its customers the option to cancel any time. It doesn’t make anyone commit to long-term contracts, and it doesn’t charge cancelation fees.
In addition to the 60-day trial period, Constant Contact will refund customers 100% of their payments if they cancel within 30 days of signing up.
The company guarantees satisfaction.
As you continue to scroll down this page, you’ll find the pricing options. But the website visitor is already primed to convert after reviewing the company’s value proposition.
If your value proposition isn’t on your pricing page, you need to put it there right away.
This will help you build trust with your customers and increase their chances of converting.
Highlight the top option
Tell your customers what to buy.
There are a few different ways to approach this.
If you look at the Netflix comparison table above, you’ll see the highlighted top choice. The premium service was red, while the other options were grey. The red color jumps out at the customer more than grey.
Plus, the premium subscription was the most expensive. Obviously, you want your customers to spend as much money as possible.
I know what some of you are thinking. Is this strategy trust-building?
Yes. Your most expensive option will likely still be the most beneficial to your customers.
Continuing with the Netflix example, spending the most money gives people the option for ultra HD and the ability to stream videos on four devices simultaneously. These features aren’t available with the other subscriptions.
Let’s take a look at another example. GoDaddy highlighted its top option by referring to it as the best value:
Obviously, everyone wants a bargain.
As you can see, the best value choice is also the most expensive. But again, this gives its customers the most bang for their buck.
But your top option doesn’t always have to be your most expensive.
A great way to get your customers to convert is by putting your top option next to a choice that’s significantly more expensive. This will make it look even more appealing.
You can also entice consumers to select a certain option by telling them it’s your best seller or most popular choice.
Implementing this strategy helps create social proof, which I’ll discuss in greater detail shortly.
Encourage people to spend more money
Your top option likely won’t be the cheapest.
…
COMMENTS