5 Elements of an Effective Pricing Page

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.

Skype Pricing Page

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.

 Yesware Plan

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?

Yesware- Simple Plan Names

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

Improve Conversions with SEO and Social Media Cocktail

The Clients and Brands I work with usually have a fixed annual budget for Internet Marketing and a mandate to achieve incremental positive ROI.

Internet Marketing ROI is a function of Traffic, Leads, Sales and Brand Buzz. For sometime ( in 2008-2009) I tried cross-selling and up-selling SEO and Social Media Marketing (SMM) to my clients for additional fee; however, more often than not, it did not work. Business owners and Marketing Managers had one simple answer “ here’s the budget, use it the way you want, get me 50%??? over last years.

It did not take me long to figure out the trick was in blending the SEO and Social Media Marketing to get the maximum Bang for Buck. Here’s the 5 step SEO and Social Media Strategy that I have seen delivering maximum value to my client’s outbound and inbound Internet Marketing Programs.

 

#1. Website Usability Analysis

Is your website a space occupier on your business card? A digital brochure? Or is it a Brand Ambassador and a Sales Force?

Successful online campaigns start with websites designed for the target audience with visitor touch points and action callouts. Analyze the server logs to identify visitor click patterns and make changes to the website architecture to engage your visitors. Critical parameters to analyze includes Entry Page, Exit Page, Click Stream, Page Drop Rate, Referring websites and Keywords.

– It is advisable to add short contact forms on all pages and link to contact form in the site-wide footer.

– Test the forms regularly to ensure it works fine.

#2. Optimize your website, put together a Link and Outreach Program

Identify the key phrases that are most relevant for your business and have sufficient search volume . If you are a local business include geo targeted key phrases in  your key phrase bucket. You may want to optimize for Brands and models, if you are a retailer.
Include Key phrases in the website’s content, page titles, metatags, and other elements.

Develop  a Link strategy that’s clean and viral. Add Link baits and give other websites a reason to link to you. Avoid direct link solicitation.

#3. Social 101: Thought Leadership Blogs

Thought leadership blogs and absolute must if you want to create a buzz and grow your Brand. Create Blogs in your key product domains or service areas. Motivate the experts in your company to blog in their areas of expertise. Setup an editorial team and protocols. The digital assets you create on your blog will go a long way in establishing your leadership in the industry which will encourage repeat visits and new business. Target to establish your blog as one of the top go to destinations for information on your industry.  Here are some ideas on Blog posts:
o Industry news and trend analysis

o Opinions, critique and whitepapers

o How-to guides

o Interviews, Profiles and Reports.

#4. Social- Deep Dive

 

Leverage the reach of social platforms like Facebook, LinkedIn and Twitter to connect with your customers and Industry. Build consistent brand personality across social platforms. Use consistent branding, communication guidelines and visual layout across the social websites.

Encourage your employees and customers to join your social network. Incentivize feedback. Participate in discussions, conduct polls.

#5. Observe, Measure and Tweak

 

Setting up the website and outreach program is just the beginning. Success comes for observing the trend, measuring the impact and tweaking the program.

Set up monitoring and tracking for top key phrases you are targeting. The would include:

  1. Brands
  2. Competition
  3. Key Personnel
  4. Negative buzz like “ Brand + Sucks???

Establish response mechanism and protocol for positive and negative buzz on the Internet.

Evaluate and Key Phrases and Social Platform’s performance. Unique Visits, Referring website, Click Path and Conversion Rate are few important parameters to evaluate platforms on. Tweak you strategy/ tactic based on intelligence from analytics.

10 Commandments for B2B Search Engine Optimization

How different is B2B Search Engine Optimization compared to B2C Search Engine Optimization?  What are the Best Practices for B2B Search Marketers?
The basics of SEO like Keyword Research, Targeted Content and Meta Data is no different for B2B SEO. The major difference is in Target Audience and Intent of Search Queries. B2B Marketers address an audience that is mature, not impulsive and follow a purchase process. B2B search queries clearly reflect the searchers status in the purchase cycle (Exploring, Considering, Ready to Purchase)

B2B Decision Cycle
B2B Decision Cycle

The ultimate goal of most B2B Search Marketing programs is Generating Inquiries.  This article lists the 10 Commandments for B2B Search Engine Optimization; The Best Practice for B2B Search Engine Optimization.

Commandment 1: Know Your Customer / Target Audience.
Clearly define your Target Audience. You should know who you are targeting. Audience Definitions like “CXOs of Automobile Corporations in United States??? or “Middle Management in Advertising Agencies in Europe??? is a must for a successful B2B SEO campaign.
Difference from B2C
: B2C Target audience is far wider and generally segmented on Socio-Economic and Demographic parameters.

Commandment 2: Design the website for your Target Audience.
Most B2B site address multiple target audience; Prospects, Existing Customers, Investors, Job Seekers. It is very important to focus the SEO for Prospects and Existing Customers. Investors, Job seekers may not be targeted in the B2B SEO program. Design a website that the prospects and customers can relate with. Include Industry Solution, Technology Solutions, Product Application in the main navigation or otherwise prominently on the website.
Test website’s usability frequently and keep the design and content fresh. It is advisable to make minor updates every quarter and major design change once a year. A professional Site Audit helps improve usability and conversion.
Difference from B2C: B2C websites are broader in their appeal and target multiple groups for every product/ service.

Commandment 3: Keyword Research: Forget your Terminology, Forget Google’s Traffic Prediction, and Optimize for Industry Lingo.
Optimize for the search terms the target audience uses and this may vary by industry. Let your organizations internal definitions and Search Engines Traffic Predictions take the backseat.
Difference from B2C: In most B2C scenarios Search Engine’s Search Volume and Predict data gives accurate information about the search terms target audience uses to find a product/ service.

Commandment 4: Keyword Targeting: 1 Keyword per page.
Do not target too many Keywords in a page. Remember you are targeting matured audience that is not impulsive. Limit to 1-2 Keywords per page. The keywords targeted should be related and relevant to one industry, product or solution.
Difference from B2C: Recommend Targeting 2-3 keywords per page on B2C websites.

Commandment 5: Link Strategy: Go for the Hubs; do not bother about the Spokes.
Target links form Industry Hubs and Authority pages. Few links will do the job (get your website visibility and traffic). Get Links from customer and vendor websites. Use variation of your product/ service as link text.
Difference from B2C: Spread out the links over more number of Link text.

B2B Search Engine Optimization
B2B Search Engine Optimization

Commandment 6: Leverage Paid Search Data.
Analyze the paid search data to identify converting keywords, include broader variations / Generic Variations of these keywords in your SEO Program.

Commandment 7: Industry Strategy: Sub-domain/ Multiple Domains.
At times the target audience across industries is very different and it may be a good idea to have sub-domain or multiple domains. You may not be able to address concerns of multiple industries on one website. If your ERP solution is targeted for Manufacturing and retail industries, you must consider and analyze sub-domain/ multiple domain strategy.
Difference from B2C: B2C websites are generally designed to up-sell, cross-sell. Consolidating products on one domain is the preferred strategy.

Commandment 8: Competition: Track Your Competition.
Identify and track your competition. Monitor the changes in the Keywords competition is targeting to track the industry trends and Optimization Strategy.
Difference from B2C: B2C websites are generally track competition for tactics

Commandment 9: Reputation: Monitor and Defend your Brand.
Your Brand is your biggest asset on the web. Defend your brand with all your might. Optimize your website for misspellings and phonetic variations. Set up alerts to monitor copyright violations.

Commandment 10: Get Social: Blog /Network: Be Thought Leader and Follow Thought Leaders.
Blogs allow informal, interactive communication with your audience. Create thought leadership blogs and run opinion polls and reviews to understand your customer better. Also, follow Thought leaders to understand the pulse and the trends of the industry. Recruiting a CBO (Chief Blogging Officer) may be a good idea.