Not doing research and blindly following the industry-standard design will result in lost sales.
In this guide, I’ll show you how to optimize your pricing pages to increase conversions.
Start by improving your CTA
Why should someone buy right now?
Some people are afraid of spending money now.
In most cases, nobody actually needs what you’re selling.
And they certainly don’t want to give you their hard-earned cash.
That means you need to adjust your perspective.
Most pricing pages don’t convert leads into customers because the call to action is weak and doesn’t create a sense of urgency.
Make sure your CTA conveys the value that potential buyers will get when they click on it.
If someone is not confident that your product or service will solve their problem, you will not make that sale.
I have found that it is key to communicate the benefits in the call-to-action copy.
Just talk to Paul Boag (UX designer) at Boagworks.
According to him, a call to action provides these three things:
- Site or topic focus
- A measure of success for your site
- Direction for users to follow
People need to recognize their need for a product before they can interact with a related call-to-action.
You shouldn’t start a business relationship with someone without getting to know them first.
This is why infomercials are still around.
They use the classic PAS formula of copywriting adapted for an infomercial:
They identify the problem that you keep spilling on your carpet.
They make the problem worse by highlighting struggles and pain points. (It’s tough to clean up, and professional cleaners are too expensive.)
And there you have it, the solution provided by the Carpet Cleaner 4000.
After clicking on the CTA, you will need to communicate the results.
Clicking on the button will provide you with a free trial.
Does your call to action make it clear what you want customers to do, or is it confusing?
Did you know that the color of your CTA (Call To Action) button can actually impact whether someone clicks on it or not?
Google carried out tests on over 50 shades of blue for a CTA in order to find the most effective shade.
Yes, 50 shades of blue.
What was the end result?
A/B testing to this extreme is unnecessary for most of us.
You probably have time to test out a few different colors.
SAP’s research found that using an orange CTA increased conversion rates by 32.5%.
Performable found that red boosted theirs by 21%.
Different colors hold different weights for different people.
They can drive action and inaction.
Performable found that the color red was associated with urgency.
The most important thing is to ensure that your CTA is noticeable.
If you purchase now, you will receive a benefit that consumers will find valuable. Don’t miss this opportunity!
In the Tryit Editor, you can test how different colors work with your CTAs.
Simplify the design
It is best to keep web pages simple when designing them. Therefore, one of the most important things to do when creating a pricing page is to make sure it is not complicated.
Removing unnecessary page elements, like top navigation and sidebars, can simplify your pricing page so there is only one main area to focus on.
Many WordPress themes come with landing page templates that eliminate navigation and sidebars.
Make the copy easy to understand
The SaaS DNA project found that ease of understanding is crucial for visitors, so the best pricing pages for SaaS companies are often the simplest.
It is recommended that you make the copy on the pricing page very clear, so visitors understand the benefits they will receive and the price they will have to pay.
We understand that it can be tempting to put as much information as possible on the pricing page in order to help make the sale.
But this can work against you. When people visit your page, they’re already thinking about buying, so just give them the information they need:
- What your product offers
- What it costs
- What’s included in each plan
Anything more than that and they might be deterred from making a purchase.
Make sure any additional copy is placed after the aforementioned information.
Avoid page clutter like the plague
Pricing pages should be simple.
They should communicate value and benefits in order to drive a conversion action.
People don’t want to click on “pricing” and read a long, detailed message.
Most people only read half the posts they click on.
In other words, if you make it easy for people to convert, they will be more likely to do so.
When creating a sign-up page, it is important to give clear and concise directions to help users focus on the one goal that should be accomplished on this page: signing up!
It’s a benefit that we offer. I’m not trying to say that offering multiple plans and options is a bad thing, it’s actually a good thing that we offer.
However, be careful with this tactic.
Don’t include too much information on a pricing page, or you’ll risk overwhelming users and causing them to second-guess their decision.
It happens when there is an overwhelming amount of information to make a decision.
It makes people so scared that they can’t move, and then they don’t want to make any decisions.
When you go to a restaurant, it can be overwhelming when the menu is very long.
If you’re having trouble deciding what to order at a restaurant, you may start to feel restless and frustrated.
If you have too much going on, it can interfere with conversions and make it difficult to accomplish your goals.
Having too many options on your pricing page can cause users to leave.
Here are a few rules of thumb:
- Limit feature and benefit bullet points to four max.
- Simplify how you’re displaying monthly versus annual costs.
- Ditch “learn more” links that only add more content on the page.
- Reduce license variations if possible to avoid further complicating the user’s options.
Include testimonials to overcome potential objections
Roadblocks are everywhere.
There’s always a reason not to buy.
It’s always too expensive, and then there’s the self-doubt that slowly creeps in.
Will it be helpful? Do I really need it?
Here’s where testimonials come in.
The app provides users with real-world success stories to help them get past negative thoughts and feelings.
The most effective testimonials address potential objections and create a sense of credibility and trust.
When you can show that other people have been successful with your product, it is much easier to convince other people to try it as well.
And, the facts don’t lie.
People largely trust online reviews to the same extent as personal recommendations.
That’s pretty amazing if you think about it.
Personal recommendations are one of the most trusted sources when it comes to making a purchase or taking the next step.
Reviews serve the same purpose.
Pro tip: Use detailed testimonials from real customers.
According to QuickSprout, sales increased by 11.3% when testimonials were longer, more detailed, and more authentic.
Give it a shot. You won’t be disappointed.
Include an FAQ beneath your pricing options
If you don’t have an FAQ section on your website, you will lose potential customers.
A simple FAQ is one of the best ways to prevent bounces and conversion-rate hits.
66% of the best pricing pages on the web will include FAQs. You often see them under the pricing plans themselves.
The goal is to eliminate objections fast.
You want to stop them before they even arise.
We want to create a pricing page that is straightforward and does not require any additional explanation.
Address the FUDs
FUDs are factors that can prevent visitors from buying unless they are addressed on the pricing page.
You can handle potential objections by answering questions that visitors have on your page in a FAQ section.
To come up with an FAQ section for your pricing page, consult with your customer service and support departments to find out what questions are most frequently asked, then write answers to those questions and include them on the pricing page.
If visitors are concerned about not liking a product or service after purchase, including a money-back guarantee or user-friendly return policy can help ease their worries.
Use urgency and FOMO
Visitors are more likely to take your offer if you use FOMO marketing and urgency messages on your pricing page.
You can trigger FOMO by:
- Using numbers to show how many other people are benefiting from your product or service
- Offering an additional reward when visitors make a quick decision
- Showcasing stock levels or availability
You can show urgency by:
- Including time-based and scarcity language in your copy
- Using the right colors to get attention for your offer
- Creating an exclusive urgency
You can increase your sales by offering a sale on your pricing plans.
Pricing pages that convert often have features that help build trust with site visitors. This is an important part of marketing, and how you do it can make a difference.
As an ethical marketer, you will want potential customers to know that there is a backup plan if they are not satisfied with your product or service. However, it has been discovered that too many warnings can actually dissuade people from choosing your company in the first place.
Instead, put your trust builders naturally on the page. These include:
- Trust seals that show their data is secure
- A money-back or other guarantee
- Social proof, in the form of testimonials
Add live chat messaging to your pages
Making it easier for potential customers to buy your product will result in more sales.
There will always be some, of course.
However, the fewer potential issues, the better.
One way to reduce or eliminate conversion problems is to provide real human interaction.
What a crazy concept, right?!
The study found that 76% of companies had only one support option and 13% had live-chat popups.
In today’s age of immediate gratification, that’s shocking.
Catch people before they leave your website by using exit intent overlays.
Look, I get it.
Popups don’t always offer the best user experience.
I use them because there is a reason. Everyone uses them for the same reason.
They’re effective and also work well on mobile devices.
“Exit intent” overlays are a little better for users.
The following text describes popups that appear just before someone tries to leave your site.
It’s an awesome tool to use as a last resort to get someone to stay on your website, sign up for your email list, or keep reading related articles.
You can use exit-intent popups to offer deals, too. For instance, your popup might offer 20% off to customers if they buy now.
Not only can you use them to display Featured Products and increase conversion rates, but you can also use them to showcase extra content and provide frequent updates to your customers.
If someone is reading all your posts on your website, they are likely interested in getting updates.
Two exit-intent options include WisePops and Unbounce.
This text provides simple, step-by-step instructions on how to create exit-intent popups with the WisePops tool.
To start, you will need to create an account and receive a free 14-day trial.
See! Who doesn’t love a good trial?
To create a new campaign, click on the “Create a New Campaign” button.
Select a design template for your exit intent.
Customize your overlay, blocks, sections, and custom backgrounds.
Lastly, save it, or view a preview for fine-tuning.
And that’s it!
You can now capture users before they bounce and possibly never return.
Match plans to buyer personas
Any marketing strategy should include buyer personas to help connect with visitors on a personal level by identifying their key characteristics and interests.
Ideally, your buyer persona will include information about:
- Age, gender, and education level
- Other demographic information like income
- Job role
- Sources of information
- The key challenge that your product or service can solve
It is beneficial to understand your audience so that you can offer them plans and products that they will find useful.
Banish analysis paralysis
Spending too much time considering options to the point where it becomes difficult to make a decision is known as analysis paralysis. This can happen to website visitors when there is a lot of text on the pricing page, or when there are many different options to choose from.
One way to avoid analysis paralysis for your website visitors is to have a clear structure where the pricing information and call to action are near the top, with less important information lower down.
A method of decreasing analysis paralysis is to get individuals to agree to a small task initially. Something as basic as clicking a button to show they’re intrigued by your product demo or free trial, for example.
Help Visitors to Compare
A key tip for subscription plan page design is to make it easy for visitors to compare the different options. This will make it easier for them to understand what is being offered.
One way to achieve better sales is to communicate the differences between the various plans on offer. You might, for example, list a bunch of features in your entry-level plan, and then focus on the new stuff people get with the other plans, instead of listing the features again.