Reasons for offering your pricing upfront digs down into the psychology of why people choose to do business with one brand over the other. When you list out your pricing pages, your customers know exactly what to expect and how you compare to competitors. They feel you are forthright and not trying to hide costs from them or trick them.
According to Oberlo, by 2024, e-commerce will make up 21.8% of retail sales. With such volume comes competition, so you must ensure your site is the best it can be. Give site visitors zero reason to leave and go to a competitor’s site.
While there are dozens of things you can do to improve your online business site, let’s focus on the pricing page and how you can make it sparkle. Here are some tips and five examples of pricing pages to help inspire your next design.
What Makes a Good Pricing Page?
Before people give you the money they’ve worked hard for, they want to know they can trust you. There are some things they expect to see on a pricing page before they move forward in the sales funnel.
Think about your target audience and the questions they’re most likely to have before taking the next step. You must also overcome any objections they have before making the sale.
Here are some things to keep in mind as you design a pricing page and examples to show how well each concept works.
1. Offer a Calculator
What do you do when you sell a product or service where the price varies from client to client? You can offer an online estimation calculator. The customer still gets a general idea of what the pricing is without locking you into a lower rate than you can afford to offer.
TicketLeap offers a calculator on their pricing page so you can see how much fees are to sell your tickets online. The system even shows what the buyers pay and how much you’ll receive after a successful sale. You set the details, such as whether you pay the fees or your customers do.
2. Highlight Bestsellers
You may have one package that sells better than all your others. Whether it’s the value or the features of the package, make sure you highlight it in some way so site visitors know what other people pay for. You may wind up upselling new customers to a higher package because they see the benefits of your bestseller.
Shutter & Sound features a pricing section with four different options for new customers. They add the text “Most Popular” with a pop of bright pink to draw the user’s eye and show them which choice appeals to most customers. Users can also sort by price based on their location and get a more detailed estimate.
3. Divide Buyer Personas
Funneling buyers to the area most suited for them can increase conversions. Many companies offering services have both business to business (B2B) and business to consumer (B2C) clients.
Make sure you offer a clear path to information for both your B2B and B2C customers by placing pricing information under different tabs.
Box offers packages for individuals and businesses. They have two tabs on their pricing page. Choose the one pertaining to you and you can see what packages they offer for your specific needs. They also highlight what’s most popular and offer custom options to meet everyone’s needs.
4. Provide a Trial Period
People have no reason to trust you. They may compare your service with multiple other ones. However, if you give them a chance to try out your software, then they may just see where you excel. Consider offering a free trial period to users to get them hooked on your service.
You will put in a bit more work setting up new accounts that may or may not stay with you, but you’ll see at least some of those new users convert into customers.
Right Message offers two packages. The user sees the pricing and the features and that there is a 14-day free trial. The call to action (CTA) button is a call to try the software out and see how it works for your business.
Consider your target audience and which CTA might work best to get them to move to the next stage of the buyer’s journey.
5. Feature the Benefits
What are the benefits to each package you offer? Use bullet points to highlight the things you offer that make you stand out from the competition. Users should see you offer the same level of service plus a few additional perks.
Think about what your audience wants most. How does your product solve their pain points? Are you showing the solution via your bullet points?
Stripe offers some custom solutions, but they start with their main package offering and highlighting the features. As you scroll down the page, you see the various benefits of using Stripe to process payments.
What Matters to Your Customers?
When creating your pricing page, you should pay attention to what information your competitors offer. However, you must also understand your typical buyer and what they want most. The better you understand your audience, the more your pricing page will cater to their needs and result in conversions for your business.
