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

Dominate Organic Results with Google Maps and Social

For a new website it is not easy to get to the TOP of Organic Listings in Google using standard white hat SEO techniques and Ranks from Black Hat techniques do not last.  It is important for new, small website to look at alternate strategies to gain traction the web.

Local Search Optimization and Social Media Monitoring and Participation is one such alternate technique for Geography specific Brick and Mortar businesses ( e.g. Doctors, Lawyers, Restaurants, Bakeries).At the buying decision/ Purchase stage the Search Queries  for such businesses tend to have Local  Search Qualifiers or Social Search Qualifiers. For example “Sushi in Manhattan???, “budget hotel NY 11001???, “Review of The Sushi Place??? etc.

Blended Local and Social Media Strategy can contribute significant Traffic, Customers and Revenue to such Local businesses.

Did I say Blend Local and Social?? Here’s what I mean..

Local Search targets the prospects while they are exploring options. If you own a Sushi Restaurant in Manhattan, you want to be visible in the search result for all “Sushi + Manhattan??? searches. Local searches tend to have better conversion rate than other Key Phrases. These are the top sites that impact Local Search Visibility :

Maps.google.com
Yelp.com
Insiderpages.com
Local.Yahoo.com
Citysearch.com
Local.com
Google Maps
is the primary entry point into the Local Search space.

Social Media and Opinions influences the buyer’s decision to buy your product or service over competition . Positive Recommendation and User Testimonials go a long way in influencing the buying decision.
Websites and Business can dominate the Organic Results on Search Engines by Blending Google Maps and Social Media strategy with the Optimization Program.

Here are 3 simple steps to Blend Google Maps and Social Media strategy with the Optimization Program.

Step #1. Optimize your website for Local Search

Step #1.1. Add Local Information to the website
Create a page for each location of your business. Embed Google map on each page. Add driving directions, area map and local point of interest on the page. Write the meta data to include Geographic modifiers.

Step #1.2.  Submit to Google
Create Geo-Sitemap with KML reference and submit it to Google Local from an authenticated Google Webmaster Tools account.

Step #2. Optimize your Google Map Listing

Step #2.1. Evaluate and Revive your existing Google Map listings
Or, Create Your  Listing

Google Maps picks up data address and other location specific data for directories and other sources, if businesses do not volunteer data. Search for your Company Name’s name on Google Maps to get the information in Google’s database.
Rectify the information if the information is incorrect or dated. To rectify the entry one has to submit the correct data in the Google Local Business Centre and verify it over Phone or mail.
If you do not find information about your business on Google Maps create a new entry in the Google Local Business Center and verify it over Phone or mail.

Step #2.2. Spruce up the Google Map Description
Edit the listing to add description about your business or company and also key search phrases. Include city name and Neighborhood information. Include hours of operation, pricing information and other details. Add high quality and relevant images of the business.

Step #3. Monitor and Participate in the Social Media

Step #3.1.  Monitor the web for Google Maps Description
Google Maps pulls data and reviews from multiple sources ( like Yelp.com, TripAdvisor.com) for the Google Maps listing. These sources vary by the industry. Identify these sources by examining your listing and other listings in the category. Monitor the discussion and try to resolve any issues with the reviewer. Encourage reviews from happy customers.

Step #3.2. Get active in Social Space.
Monitor the Social Media and Review platforms for positive and Negative comments about your business. Participate in the discussions and defend your brand. Never fake comments. Learn from the customer feedback.

Keyword Research -Web 2.0 and Beyond

Keyword Research is the stepping stone to successful optimization. So what’s new?

Effective Keyword research today is beyond Count, Competition and KEI realm. Today keywords need to attract the Web 2.0 searches and gear up the websites organic campaign for web 3.0 and beyond.

I recommend and follow a funnel approach to Keyword Research. It starts with the Seed Key Phrase list and flows through the following steps

1. Developing the Basic Key Phrase Universe.

2. Adding Lateral Web Search data.

3. Search Intent and Semantic Web analysis and filters

4. Social Web, Freshness & Buzz filters.

5. Real World and Business filters.

5 Step Keyword Research Funnel
5 Step Keyword Research Funnel

Here are the tools I like and recommend for these steps

Step 1: Basic Key Phrase Research

  • Search Engines’ Keyword Suggestion Tools : Google, Bing
  • Competition Key Phrase Analysis Tools: SpyFu

Step 2: Lateral Web Data Filters

Step 3: Search Intent and Semantic Web

Microsoft Demographic Predictor

  • Visit Intent Analysis from the Log file /site Search Data**
  • Vertical Search Potential Analysis: News, Local, Images, Video, Product, Blog

Step 4: Social Web Filters Freshness & Buzz Filters

Step 5: Real World and Business Constraints

  • Phonetic Variations

**Visit Intent Analysis from the Log file /site Search Data is a process and not a tool. A process to segregate keywords into various baskets of Predicted Commercial Intent of search. The Commercial Intent is predicted based on the Referring Website, Landing Page, Activity on the Website and the Search Term Modifiers. This idea is to map Visitor Intent (visitor’s stage in the buying cycle) to the Query Intent. The process is illustrated in the figure below.

Query Intent Visitor Intent Matrix
Query Intent Visitor Intent Matrix