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: