Top 8 Tips to Create a High-Converting Pricing Page
If you’re a service-oriented business, the pricing page will be one of the most important parts on your website. This is where most decision-making processes are dependent on, after all. It is only right that efforts should be expended to build your relationship with your potential customer leading to conversion.
With that being said, however, most businesses seem to fall short on optimizing their pricing pages because they don’t seem to know how to market their services or offers. The reasons for this may vary from lacking enough details to inform the prospects of each offer’s value or they do not have a clear pricing strategy in mind to determine how much to charge. While most businesses tend to copy another business’ pricing page, they tend to neglect to optimize the pricing page to fit their businesses and marketing strategy.
In this article, we’ll help you determine why a good pricing page
8 Best Practices to Create a High-Converting Pricing Page
1. Keep your Options Minimum
The number one thing you have to remember when creating or updating your pricing page is that you have to avoid confusion. Creating frictions such as this will only affect your conversion rate for the worse. Be sure that the pricing options you provide are kept to a minimum so there’s less confusion on your buyers’ part.
While a one-pricing plan model works for some, it may not be an option for the rest. You can solve this issue by creating a customizable plan and offer it with cost according to the features added. Conversely, there’s also a sliding scale plan tailored for specific business sizes so your customers can see which plans fit their business needs.
2. Be Straightforward
When writing your pricing page copy, be sure that your language is simple and be straightforward to avoid confusion. Remember that you’re essentially asking your buyers to part with their money in exchange for your offer. With that in mind, make sure that the copy explains the process as clearly as possible. This includes conveying what your what your product or service entails and what value they can derive from it as well as the features and elements of your product or service. Avoid complicated grammar and jargons. Remember that simplicity is key.
3. Price Anchoring
Take a laptop for example. If the salesperson shows you a laptop worth $5000 with all the bells and whistles, then shows you another version of that laptop with downgraded specs worth $2500, and lastly takes out another version of that laptop with fewer features than the first and second worth $1500. By showing the most expensive version first, you start thinking that the last one is cheap and lacks the features you want most. This easily lets you eliminate the other least expensive pricing plans.
Price anchoring makes use of psychology to affect buying behavior by presenting the most expensive pricing plan first, the moderate pricing plan second and the least expensive pricing plan last. Price anchoring can also work by combining the pricing plans in one page, but listing according to the reading pattern (left to right) by starting with the most expensive plan. By starting with the most expensive plan, you get to show the benefits and features first and foremost and they start to see what the other offers lack.
4. Alleviate Doubts, Uncertainties, and Fears
Doubts, uncertainties, and fears create friction that hinders your buyers from converting. Make use of the following suggestions to reduce friction:
- Include testimonials from your clients
- Include social media feedbacks from real clients
- Offer free trial
- Offer a limited time money-back guarantee
- Add a FAQs section to your pricing page
- Include a Live Chat feature to help your buyers throughout the conversion process
5. Make Use of the Number 9
This strategy is most commonly known as charm pricing based on the theory that replacing 0s with 9s in the last digit of your prices have a psychological impact on buyers’ behavior. This strategy is most commonly seen in grocery stores, department stores, car showrooms, etc.
6. Highlight your Recommended Offer
This works best when you create a client persona to understand the needs of your different types of market. By being able to understand your buyers, you get a clear picture of the needs of a majority of your buyers. With that in mind, you can create a recommended offer that fits them best. Highlighting the recommended offer also reduce confusion among your buyers and help them decide with pricing plan suits them best. The key is to make sure it is not the most expensive pricing plan.
7. Make your CTA Stand Out
Your CTA is one of the most important elements of your pricing page. Why? Because it’s the part that conveys to your visitors what you want them to do – convert. With that said, it should be able to stand out on its own and not be blocked by other elements such as the price, features and any other information included in the pricing page.
8. Test, Test, and Test
Never stop testing especially when there are changes you want to implement. Remember that what may work for other businesses may not exactly work for you as there are a number of factors working in play. By continuously testing any optimization you implement on a pricing page, you determine what features work for you, what features don’t work and what you can do to improve these features to improve conversion.
Do you have other pricing page optimization tips? Let us know your winning best practice tips in the comment below!
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