If you sell a service or product with a monthly or annual fee, your pricing page is where you get your visitors to take action. The home page can direct visitors here, your services pages can sell them on the benefits—but the pricing page is where the magic happens. If you’re not getting the sales you need, your pricing page could well be the problem. Here are 10 proven tricks that are simple to implement and could have a significant impact on your bottom line.
1. Simple Is Best
The simpler your pricing page, the better. People have enough complications in their lives, and they don’t need to find more when they decide whether to buy your product. Confusion is only going to put them off making a decision. Keep your page simple by using an uncluttered design, creating fewer options, and giving each of your products simple names like “Basic” and “Advanced.” There’s no need to be overly creative or clever.
Keep the copy to a minimum (a few key benefits for each product is fine), and display the price clearly (that is why people visit your pricing page, to find out how much your products cost). Dropbox does a great job of keeping things simple, adding just three benefits for each plan:
2. Use Anchoring
Anchoring has long been an effective sales trick, and it works as well today as it always has. It essentially involves placing your preferred product next to a more expensive one to instantly make it look like you are providing better value. Put your most expensive product on the left so the visitors see it first, then go down in price. Next to a $1,000 product, your $500 product suddenly looks like a great deal. If visitors go for the expensive option, that’s a win for your company. If not, they are more likely to choose the preferred option than if it was the most expensive.
3. Incorporate Scarcity
Scarcity is a popular sales tactic that you should incorporate into your pricing page. Anything that suggests scarcity can enhance the “fear of missing out,” and that can be a powerful persuasive tactic. You don’t have to create a huge count-down timer or go over the top with this. You could simply state that something is available for one-week only, that the first 100 people this month will get a 10% discount, or something similar.
Amazon puts this to good effect with its “Only __ left in stock” warning on its product pages:
4. Choose Your Prices Carefully
Businesses have been using fractional pricing to make more sales for years. So much psychology surrounds pricing that it is one area where your business should place a lot of thought. The general theory is that a price ending in an odd amount suggests a greater value than whole numbers. In fractional pricing ($9.99 versus $10), the last two digits are ignored, suggesting a better deal. But don’t go changing all your prices to fractional prices straight away. Depending on your product, it may be counterproductive. Rounded whole numbers make something appear higher quality, and they are also simpler to remember (and simple is best). There are no firm rules about what will work best for your company’s products, but this is definitely something you should be testing.
5. Provide Limited Options
If your company currently offers a large number of plans, it could be worth reducing these down to three or four. Three is a great number on pricing pages, and the reason is that too much choice is usually a bad thing. When there are too many options, people don’t know what to do—and they end up doing nothing. It’s called “analysis paralysis,” and it’s not what you want. Fewer choices give people a feeling of control, and three is the optimum number (four is fine if you really can’t get down to three).
Evernote demonstrates this principle, clearly providing three simple plans for individuals on their pricing page:
Here’s another thing about three choices: You can make the middle option your preferred option. People are more likely to go for the middle option when there are three to choose from, so that’s worth testing too.
Evernote also offers a business plan, which keeps the choices simple but presents an enticing option for collaboration. This is featured on their homepage:
6. Show Big Numbers & Small Dollar Signs
You are not trying to hide your prices on your pricing page. Quite the opposite, in fact, as we’ve already discussed. But you should certainly experiment with making the actual dollar signs smaller. It’s amazing how such little differences can have such a large effect when it comes to increasing conversions, and this is one that has been proven to work.
Simply shrink the dollar signs and increase the actual price, just like Unbounce does:
Currency signs remind people of money—specifically, that they are spending money. With large currency symbols, your products represent cost rather than gain, and that’s exactly what you don’t want.
7. Use Social Proof
The age-old tactic of social proof works just as well on your company’s pricing page as anywhere else where you are trying to persuade people to take an action. It’s so effective that you are doing yourself a disservice if you do not have at least a few testimonials. Even a single testimonial can have a positive effect on sales. But don’t stop at testimonials. If you have any trust icons you can display, make sure you do so here. You could also mention how many customers you have (if the number is suitably large).
8. Recommend an Option
If you have a preferred option, tell your visitors which one it is. Remember, people don’t want confusion: They want guidance. They want simplicity. So help them out. You could also tell customers which the most popular option is. This brings social proof into the mix, and by clarifying what everyone else is choosing, you can direct more sales to your preferred product.
Box makes it immediately clear which plan it recommends by highlighting it in green and stating “Most Popular” above it:
9. Break Up the Price
Rather than saying $200 a year, say $0.55 a day, or less than the price of a coffee. This can make large prices seem more manageable, and it has long been put to good effect over the years. Indeed, many of our clients have experimented with this tactic and enjoyed success. Does it always work? Like any of these tactics, it varies—and that’s why you should test it. Just remember that you should never hide the total cost. No one wants to see $15 a month, only to click on the purchase button and find out they have to pay the whole year upfront.
10. Don’t Forget the Call to Action
Just like on your landing page, in your emails, and in your ads, use a call to action. Make it clear and simple at the top of the page, and tell your customers what they should do on the page. You may think it is painfully obvious, but it’s not always. Tell them how to convert, make it clear, and see if it makes a difference to your conversions.
Time to Tweak Your Pricing Page
Your pricing page is so fundamental to your website that you don’t want to be missing out on sales because of a few minor mistakes. Honestly, how long will it take to change any of the above elements? Probably not long.
Even if you’re not convinced by all of them, don’t let that stop you. Test them out. Try reducing your number of plans for a few months, or changing up your pricing, and see what happens.
You may be in for a surprise.