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7 Tactics for Designing an Effective Pricing Page

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Emily Dumas on Fri, Sep 20, 2019

When a webpage is redesigned, there’s a lot we don’t publicly see - the long process of planning, perhaps some A/B testing, and, finally, the execution. Rarely is a redesign done in a vacuum, but rather it’s done with the intent that the changes will attract and engage more of your prospects. When it comes to a pricing page, you want your prospects to be able to get all of the information they need, have a positive user experience, and ultimately decide to take a step forward in being a customer. Here are eight companies that use different tactics to display their pricing and benefits effectively on their websites.

Offer a Try Before You Buy Deal 

Everybody loves free stuff, right? Whether you’re a SaaS company or you offer a physical product, consumers love to try things for free. ClassPass, a wellness app, allows first-time users to try for a month, completely free. They advertise that on their pricing page first, before even showing users what a monthly membership could look like. 


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Similarly, SnackNation offers first-time subscribers a free sample of their product. On their pricing page, they let users know their starting price, but then switch gears and offer a free box, emphasizing that they don’t need to enter credit card info, plus visitors will get a detailed pricing guide. If you want to experiment with offering your service for free, and you want to advertise this option on your pricing page, look to ClassPass and SnackNation for inspiration. 


Let Potential Customers Hear from Your Current Customers 

Your existing customers are your best marketers. If you want to sell someone on why they should invest in your product, let them hear from your customers first. Conversocial does a great job of letting their customers make the case for them by sharing quotes on their pricing page. If you have a strong network of customers that would be willing to give you a testimonial, leverage that wherever you can, especially on your pricing page.


Let Your Customer Tell You What They Need 

While pricing pages that have a checklist of features and priced packages may work for some, it may not work for every company. Affinio does a great job of keeping their pricing page high-level - by not listing any price at all. Instead, they simply ask for contact information and put a prospect in touch with a sales representative. That way, they can understand each prospect’s individual needs and tailor pricing options, rather than providing them with a generic pricing plan. 


Make it Interactive

If you offer a service or product that is easily customizable, make your pricing page interactive. Show your prospects that your product isn’t a one-size-fits-all type of deal, and that the price will vary based on their needs. This not only makes your customer feel like their needs are being met, but it’s also a fun way to show the variations of your plans. Zenfolio has done this well on their pricing page. They let visitors select their specific needs and show the pricing plan that is right for them. 


Add a Video 

Not many pricing pages have robust visual elements. Upserve stands out by having a video on their pricing page explaining why restaurants choose their service, a cloud-based Point of Sale (POS), over traditional methods. If you’re looking for a unique element for your pricing page, video may be the way to go.


Be as Helpful as Possible 

Questions are a natural and obvious part of the buying process. No one buys a product or service without having at least one question. When a prospect makes it to your pricing page, you want to be able to handle every question that comes your way. Mailgun knows this, and is prepared to provide as many resources as possible to their prospects. On their pricing page, they not only list their plans, but they also have a live chat, frequently asked questions section, and a cost estimator. These three resources combined make for a positive user experience. 


Keep it Simple 

If all the bells and whistles of the above pricing pages don’t inspire you, then maybe you and your team should keep it simple. Take, for example, ZoomInfo’s pricing page. ZoomInfo keeps it simple, listing out their three plans with the benefits of each plan. Nothing fancy, just giving the prospect the pricing information they want, up front. 


Whether you want to totally redesign your pricing page or you want to add a new element, these pricing pages will help inspire your next redesign. 

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Topics: Product Marketing

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