The pricing page is where you get down to business. This is where you go past the flirting and suggestive looks and ask straight out for a date.
Here’s the situation: you’ve got a set number of plans, products, service packages, etc. And you want your prospects to choose one of them.
There is no messing about here, there is no tiptoeing around the issue. You want the sale, and you want it now.
Here are a few tricks of the trade that you can incorporate into your pricing page with the minimum of hassle.
‘3’ Is the Magic Number
Choices. We all like having choices. Don’t we?
Actually, maybe not. Because too many choices can be scary. Suddenly you start asking yourself whether you are making the right choice. Perhaps you’ll go away and have a think about it and come back later.
But you don’t want your prospects coming back later. Because they probably won’t.
And the way to stop them is to not present them with too many choices.
In fact, keeping it to three choices (sometimes four) is a good idea.
One of the secrets to Apple’s success over the years has been its limited product line. That’s changed of late (provoking the chagrin of some). And while it is unlikely to be Apple’s downfall, their product line has certainly become more … diluted.
You’re not Apple, but you would do well to limit your plans, products or packages. Three is simple. Three is smart. Beginner, medium and advanced.
Lots of companies have three choices. Like Robly:
In fact, Robly does a lot of things rather well. Let’s look at a few more of them…
Look at the prices on the Robly pricing page. $15, $29 and $79.
$79!! Steady on! That’s a big jump from $29.
In fact, it makes $29 seem like very good value indeed. And $15 is peanuts in comparison.
This is no mistake, of course. Because the smart folks at Robly know all about anchoring – placing their preferred price right next to one that is a lot higher in order to make their preferred price look like better value.
Shops do it all the time. E-stores do it all the time. You can too.
Highlight the ‘Most Popular’ Option
The people at Robly clearly have a plan that they would like you to choose. We know that because they have highlighted it in a different colour and clearly added ‘Most Popular’ above it.
This is another simple way to encourage prospects to opt for your preferred product. Just tell them which one they should get. Help them out. Take away those troublesome decisions and make it easy on them.
It’s also no mistake that the most popular plan is in the middle of the three options. Prospects will often gravitate towards the middle options, the ‘safer’ options. So don’t stick your favourite product on the end.
Use Small Currency Symbols
You’ll also see that the dollar symbols are pretty small in comparison to the numbers. Why does this work? Does it make it seem like less money to spend?
Well, it definitely works alright. It’s one of those things that has been tested time and time again, and has proven to boost conversions.
So if your pound or dollar signs are on the big size, shrink them down and see what happens.
Be Sneaky with the Price
There is nothing wrong with being sneaky – as long as you are not dishonest. And one way to be sneaky on your pricing page is to break up the price of the products.
So rather than stating $200 per year, you price it at $16.67 per month.
Even better, you add in a more expensive price should prospects choose to pay monthly rather than annually, like BombBomb does:
See how underneath it has a more expensive monthly option? That makes prospects think: ‘I’d better get the annual plan instead.’
You could be even more sneaky, and compare the price to something else. How about: ‘Less than the price of a cuppa every day’?
Big prices suddenly seem more manageable when you look at it like this.
One caveat – being a bit sneaky is fine, but don’t give your prospects a nasty surprise when they click on the CTA button. You don’t want them to choose what they think is a monthly plan only to find out they have to pay yearly.
Include a Free Trial
Another thing that the Bomb Bomb and Robly pricing pages gets right is the addition of a free trial.
Obviously this won’t work with every type of product, but for plans like this, it’s a great tactic.
What have your prospects got to lose? It’s free! It’s only when they try it out that they realise how amazing it is and decide to continue with the paid version.
See what your competitors are doing with this one. If they are offering free trials and you are not, they are almost certainly getting more people to sign up and try them out.
If I see two similar products, but one has a free trial option, I know which one I’m going to try first.
And Some More …
There are many more tactics you can try out. You could incorporate an element of scarcity, that old favourite persuasive strategy. This is great if you have a special price running – just let visitors know it only lasts another week.
Or add in some social proof. Testimonials and trust elements are always great no matter where you use them, and they can be especially effective on the pricing page.
Overall, keep it simple. Don’t cram in too much information, and make it easy for people to make an informed decision using enough information but not too much.
And you might also want to play around with your prices a bit. Test out different options, such as ending in whole numbers or fractional pricing (£29.99). Which is best? It’s hard to say. Whole numbers often imply more quality, whereas fractional prices suggest greater value because people ignore the last two digits. So test them both.
Time to Get a Perfect Pricing Page
So there you have it, some great little tips for adding some oomph to your pricing page. Try them out. Try them all out. Or just a few.
And test the results to see how much of a different they make. You may be surprised.