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5 Tips for Structuring Your Pricing Page to Gain a Competitive Advantage

Posted by Emily Dumas on Tue Feb 26, 2019 08:00 AM

Many companies hide their pricing from the general public on their website. Why? Well, there are a couple of possible reasons. It could be that they have completely customizable pricing, and it could be too much to throw at a site visitor. Another key reason is that they don’t want their competitors getting ahold of their pricing model. Companies want to maintain their competitive advantage when it comes to closing deals. However, the reality is, your competitors probably have your pricing locked away in a battlecard somewhere for their entire organization to see. If you’re wondering how to best showcase your pricing model to appeal to prospective clients and differentiate yourself from your competition, check out these successful pricing pages for inspiration.

Put it All out on the Table

One way to show your prospects everything they need in one place is by showing not only your pricing tiers but showing them the billing options. Take Adobe Stock and Leadpages as prime examples. They show off their multiple tiers, but let the user toggle between annual billing and monthly billing so that they can compare all of their options. Laying out all of your pricing details shows to your potential customers that you are transparent and that you're not hiding surprise costs, and it can help you address common objections upfront to maintain interest.

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Highlight Your Most Popular Solution

If you have multiple pricing tiers, it’s helpful if you can emphasize the most popular option. When someone is unsure of which solution is best for them, showing them where most of your customers land will help them with their decision-making process. Two great examples of this are RingCentral and Box. RingCentral has four pricing tiers, with multiple variables contributing to the overall final price. But, they highlight that their Premium option with unlimited users is the most popular solution. Similarly, Box has three pricing tiers and highlights that their business option is the most popular, plus, they have an opportunity to try it before you buy it. These two companies are giving their prospects a push in the right direction toward purchasing great solutions. This “good-better-best” approach to pricing combined with highlighting the most popular solution can help maximize sales at all levels and guide users to your ideal package or tier.

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Tell Users Which Plan has the Most Bang for Their Buck

SurveyMonkey really helps their prospects out by telling them which plan is the best value. Not all companies will essentially tell customers how to save the most money while getting the most out of their product. SurveyMonkey has four pricing tiers for individuals (they have additional plans for teams), and they highlight many aspects, including the best-valued tier. This tells users right away that this is the best plan to get the most of out of the SurveyMonkey platform. Highlighting cost savings at different tiers can encourage prospective customers to choose more expensive packages while also providing additional value. The pricing page, in this case, helps with pre-selling a higher tier option.

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Include a FAQ Section

Even if you don’t have a complicated pricing model, you and your team should always expect questions when it comes to pricing. If you can speak with your sales team, or whoever monitors your on-site chatbot, you can gather a list of frequently asked questions to address on the page. That way, when prospects need more information, the answers to their common questions are right on your website.

A great example of this is Zapier. They offer a lot of different features, using terms that are specific to the Zapier brand such as Paths, Autoreplay, Zaps, and Tasks. To make it simpler for prospects, Zapier includes definitions as well as other general questions at the bottom of their pricing page. Answering common questions right on your pricing page allows you to communicate the value of all you do while keeping your visitors on the same wavelength.

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Make it Easy to Get in Touch: List a Contact Number on Your Pricing Page

If a prospect is on your page and they have additional questions about pricing options or your product in general, they want to get in touch with you right at that moment. Having a chatbot on your website is extremely beneficial, but go one step above - put a phone number on your website. Not many companies put their phone number in an easy to view spot on their website. In fact, when we took a look at 100 technology companies, only 26% of them had phone numbers listed.

Take DocuSign for example, they list their phone number both in their pricing table, but also in the top navigation, and in the footer navigation. Another excellent example of this is Salesforce. They list their phone number in their footer, header, sidebar, and they have a pop-up on the webpage.

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When you’re redesigning your pricing page, you want to think what the best design is for showing off your options as well as what’s the best layout for prospects to navigate. Chances are, your leads are exploring your competitors’ solutions as well. So, you want to be sure you check off all of their key pricing concerns up front. Highlighting key plans, answering a FAQ, and making it easy to contact your sales team are just a few of the many great tips you can use to build trust with prospects and maintain your competitive advantage.

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