If you're a SaaS company, your website's pricing page is one of the most import pieces in converting a visitor into a customer.
And if you're not optimizing it, you're leaving money on the table.
So without further ado, here are the four critical elements to create a perfect pricing page (you can use the template to follow along):
The meat and potatoes of your pricing page are, obviously, the plans you're offering. It's the main thing your visitor is looking for when visiting your pricing page.
The most common layout is a column one that allows a potential customer to quickly compare the key features (pricing, features, # of users, etc.) of each plan. A column layout works perfectly for this.
Here's a couple of tips to create effective pricing tables:
Name the plans after who it's ideal for (i.e., starters) and, if applicable, add the number of people it's suitable for (i.e., ideal for teams up to 50 people). Don't use clever or creative names. They'll confuse and make it harder to grasp what the plan is about.
There's a concept known as extremeness aversion that says when customers face options and uncertainty, they will shy away from the extremes (in this case: the highest and lowest prices).
This means that middle options are significantly more often selected than other options. The sweet spot in offering options is, therefore 3, max 4. Anything above 4 will lead to increased anxiety and reduced action.
If you are offering 3-4 options, there's probably a plan that sells best. Place that one in the center and make it stand out by designing it differently (using color, size, etc.). You can also work with badges like 'Most popular' to draw attention.
If you are offering complex features per plan, consider adding a comparison table so people can quickly make out what plan works best for them.
Mailchimp's pricing page — Example of a social proof section.
By using the past opinions or experiences of others on your website, you can influence the future actions of your potential customers. That's the massive power of social proof.
Mailchimp does this by adding logos of current customers. That's a great option if you have well-known brands who use your product. You can also use publications, testimonials, or ratings to showcase your expertise and trustworthiness.
Adding social proof to your pricing page could mean the difference between a sign-up / purchase or an abandonment.
Want to learn more about the different types of social proof? Read my article on How to Use Social Proof on your website to sell more: 5 proven methods
Notion's pricing page — Example of a FAQ section.
If people land on your pricing page, chances are they're (at least partially) convinced you could solve their problem. But, they probably still have some practical questions such as:
- Pricing (contents of plans, discounts, ...)
- Payment (payment methods, payment terms, refunds, canceling, processing ...)
- Terms of your free trial
You need to reassure them that their purchase experience will be smooth and that they're making the right decision. The best way to do this is by adding a Frequently Asked Questions (FAQ) section. This allows you to take away those last objections or doubts.
Notion uses toggles to save some space and to make the questions easily scannable. Suppose you want to improve the user experience of a toggle system. In that case, you could add a live search functionality to let people quickly sort through the list of questions or add an automated chatbot that helps answer questions in a more interactive way.
The more you answer questions your potential customers actually have, the better the effectiveness of this section. It will make your visitors feel understood, and it will take away the last objections.
To come up with a list of questions, brainstorm about all the questions potential customers might have around purchasing your product. Regularly go through your customer reviews, questions asked via e-mail, questions asked during demos, etc. These are excellent sources of questions or concerns of real customers you can add to your FAQ section.
Teamleader's pricing page — Example of a call to action section.
You should never have a 'dead-end street' on your website. Always give your visitor the next logical step on a silver platter at the very end of each page.
That's just as true on your Pricing page. After you've answered all their questions in a FAQ section, end it off with a call to action. For example:
- Request a demo.
- Start your free trial.
- Contact support if you still have questions.
This will increase conversion rates by making it as easy as possible for your potential customer to take action.
- Your pricing page is your main conversion page. Give it the attention it deserves!
- Start off with pricing tables (3-4 plans max). Give each plan a name that's logical and refers to the target audience. Draw attention to the middle plan by giving it a different design.
- Use social proof to inspire confidence and authority. Use logos, publications, testimonials, or ratings.
- Think about all the questions a potential customer might have and answer those clearly. This will make them feel understood, and it will remove any last objections.
- Close of with a call to action that encourages your potential customer to take action.