Designing an effective pricing page should be high up on your list of priorities. After spending a lot of time, effort and money on getting potential customers to your pricing page, you need to make sure that you do everything in your power to not fall at the final hurdle.
There are a number of things that have been shown to improve the conversion rate on your pricing page. Remember — you’re trying to convince people who are in two minds about buying your product. You need to think about what their reservations are, and put those fears at ease. The central purpose of your pricing page is to reassure the customer that they’re making the right choice by choosing your product.
Before we look at some inspiring examples of effective pricing pages, here are 6 key elements that you should consider for your next design project.
Key elements of effective pricing pages
1. Keep it simple
Make it easy for visitors to work out what your prices are, and what they get for their money. Getting potential customers confused, or overwhelming them with irrelevant information is the last thing you want to do on your pricing page.
2. Emphasise the free trial
Practically every software as a service platform out there encourages people to start a trial before committing to pay for anything. People usually find value in being able to try software out before they make their purchasing decision. Then, if they find your product useful, they are not only unlikely to cancel their trial, but they will be happy to pay for it.
3. Use reassuring copy
Once people have found their way to your pricing page, they can be considered potential customers on the fence of buying your product. A good pricing page will reassure them that they are doing the right thing. For example, by mentioning things like how reliable the service is, how good the support is and how you won’t be locked into any long-term contracts.
4. In good company
Show off which other companies use and trust your service. Knowing that people already get other people find value from the service can encourage others to join.
Including the answers to some of the more frequently asked questions from potential customers has two positive effects. (1) It shows that you try to convince visitors by using factual information. (2) You keep potential customers on the page, rather than sending them away hunting for a contact email address.
6. Clear calls to action
Make sure it’s obvious what the next step is. Make the sign up button easy to see at a glance by using a bright colour that stands out, and contrasts against the background. Also, you must think carefully about the wording on the button — For example, “Start your free trial” is much more persuasive than “Sign Up”.
Showcase of inspiring pricing pages
Now, let’s take a look at a selection of well-designed and effective pricing pages. These 7 examples are a great source of inspiration when it comes to designing your next pricing page.
Basecamp keeps things simple – what you see is what you get.
The popular project management software Basecamp uses a very short pricing page. The copy on the page aims to reassure customers before they buy, such as “used by over 200,000 companies” and “97% customer recommended”. The principle message in the headline and tagline is that there aren’t any hidden costs — there are no contracts or per user fees. What you see is what you get.
They offer four different packages, but — to prevent anxiety around buyer’s remorse — they make it clear that you can switch packages (or cancel completely) at any time. The wording they use, and the fact that they explain what things mean, also helps to put potential customers at ease. For example, they mention that they use SSL data encryption, but then they also say that it’s the same as online banks.
Ballpark focus on their 30-day trial, and their 30-day money back guarantee.
Ballpark is an invoicing and time tracking platform that’s very popular with freelancers and smaller agencies. Like Basecamp, Ballpark has done a really good job with minimising the perceived risk that potential customers have. There’s a lot of messaging around how you’re signing up for a trial before you buy — with the headline “Try Ballpark for free for 30-days” and the call to action “Start your 30-day free unlimited trial”.
There’s also a bright green box that mentions a 30-day money-back guarantee which stands out against the white background. This box helps to reassure visitors that they’re just trying the software out, rather than making the purchasing decision there and then.
Squarespace make the differences between each plan easy to see visually.
Squarespace is a platform that allow people to set up and manage a beautifully designed website or online store. Like most software as a service platforms, they have several packages at varying price points — and Squarespace does a great job of showing the differences between each visually.
They also include the answers to some of the most frequently asked questions at the bottom of the page, including whether customers can easily switch plans and how long contracts last for. This helps to keep things clear and keeps potential customers on the page. An effective pricing page offers direct access to any relevant information to keep people from leaving.
Heroku’s prices vary based on how much you use, but the pricing page makes this clear.
Heroku is a platform that allows developers to host web apps without having to worry about server maintenance. Their pricing page is quite interesting to note because their product is much harder to create set plans for. A “small”, “medium” and “large” plan wouldn’t work here because there are many different settings that a developer might need — and as such, there’s a need for customizability.
Heroku gets around this problem by presenting the visitor with slider bars so they can see how costs vary. You can also select different database options and have the monthly cost update automatically. As it’s a more complex offering, they’ve also displayed their “Have questions? Give our sales team a call” message prominently, as it’s likely that developers will have a number of questions.
Zendesk donate the first month’s payment to Charity: Water, which creates an emotional incentive.
Zendesk provides a platform to help companies manage their customer support. On their pricing page they follow a lot of the best practices that other companies add to their pricing pages, such as including answers to some of the most commonly asked questions and promoting the free trial. At the same time, they do something different to convince potential customers.
When you take out the annual plan for their starter package, they donate the first month’s payment to Charity: Water. This does not only show that they are concerned with helping people in need, they also add an emotional incentive to signing up with them.
Github offer multiple plans that target both individuals and businesses.
GitHub is a service that helps multiple developers collaborate on code. Github does not only offer multiple plans, they also have two main target groups: individual developers and businesses. While individual developers may occasionally collaborate with others, businesses are likely to have fixed teams of developers.
Because these two groups have different needs and price points, they separate them out on the pricing page — with the “Micro”, “Small” and “Medium” plans designed for individuals in blue, and the “Bronze”, “Silver”, “Gold” and “Platinum” plans designed for businesses shown in green.
Spotify uses imagery to quickly show the differences between each plan.
Spotify, the incredibly popular music streaming service, has three different pricing plans. Even though they only have three different plans, they are not the easiest ones to describe. The first is free, but supported with ads. The second has a small fee, but you can only access it on your desktop or laptop. The final plan is a large monthly fee, but allows you to listen across all your devices and has support for listening offline. Spotify has done a great job using icons of the devices that each plan works for, and whether it’s ad supported. This makes it instantly clear what you get for your money.
Have you found any examples of thoughtfully designed, effective pricing pages? Let us know in the comments.