Landing page and Pricing page are perhaps the two most important pages of a website and these two pages also have maximum dropouts. The opportunity cost of dropout from the Pricing page is higher as these are users that have shown interest in your product, spent time traversing your website and have ALMOST paid you.
What make some Pricing Pages more effective than others? What leads to better conversion? Is it slick design or simplicity? I have been working with ecommerce sites for close to a decade and half and here are the top 5 Pricing Page elements, in my experience, that have maximum impact on conversion.
1. Simplicity of information organization:
Your users have navigated through the information on your website and are about to pay, do not over-complicate things. Make the page easy on the eye, so one does not have to read the content. Make the Call to Action prominent and at multiple places on the page.
Skype’s Pricing Page is easy on the eye and one does not have to ‘read’ information.
2. Make Plan Comparison easy:
You can make comparison easy by using visual clues to highlight the plan features. Highlight One Plan- Not the cheapest or the highest. Highlight the Most Popular or the Profit Maximizing Plan.
Yesware has made plan comparison really simple. You know what you are getting for 5, 20 and 50 a month.
3. Help users choose the plan:
You can help your users choose the plan that’s best for them by
- Using simple plan names.
- Highlighting the Target segment for each plan.
- Having limited options- 3-4 plans at maximum.
- Add Currency Options: People are generally more comfortable paying in their currency. Give currency options, if possible.
Yesware’s Plans are brain-dead simple- Plus, Team, Enterprise, Do we say more?
4. Build Credibility by answering the questions users may have:
- Is my Credit Card safe? – Add Security Seal and statements like ” Pay securely without compromising your privacy