Your website can be great channel for customer conversion and online sales.
Among the various pages included in your navigation menu (e.g., Features, Tour, About, Contact), you might also include a dedicated pricing page where you describe—and list the prices of—your services or products.
That's a typical approach, especially if you offer some kind of online service or software, such as an email platform, online courses, various advertising packages, or a typical software-as-a-service subscription plan.
The pricing page is not a magic bullet for making sales, however; your website as a whole needs optimized copy and smooth flow so that you can present your products' value and overcome potential objections.
An important part of an optimized website is your pricing page. So how can you best structure it? How can you present the information in the most effective way to help your site visitors decide to start using your product or service?
Here are seven conversion marketing and pricing tips for designing your pricing page.
1. Start with the headline
Every landing page, from your homepage to your Product Tour and Contact Us pages, should have different headlines appropriate for their purpose and their unique call to action. A webpage headline shouldn't just remind the visitors what page they're on. Headers aren't there just for navigation purposes. They need to reflect visitor expectations and grab their attention from the very start.
So the rule for the pricing page is to avoid simple headlines (e.g., "Pricing," "Plans & Pricing," and "Our Prices"). Instead, make them more engaging, like the one used at CrazyEgg; note the clear statement of CrazyEgg's value proposition.
2. Create only a few pricing plans
Psychologist Alan D. Baddely, involved in designing the United Kingdom postal codes, noticed in his studies that people tend to remember information in groups of 3 or 4 for approximately 20 seconds. It's no coincidence that phone numbers tend to be divided in 3-4 groups of digits; that way, our brains can easily scan and memorize them.
When structuring your pricing, present your offer into a group of 2-4 choices. Narrowing the number of choices reduces shopper anxiety, as noted by psychologist Barry Schwartz in his book The Paradox of Choice. You want your website visitors to lower their shields so you can persuade them to choose one of the offered products.
Lesson: don't clog the pricing page with too many choices; instead, display just a few options.
3. Don't give only one price choice
I suggested earlier that you display your products/services in groups of 2-4. If you wonder why the minimum is two and not one, here's an explanation: To reach decisions, people tend to make comparisons among several choices. If you show only one option to your visitors, they'll have trouble deciding whether it is a good choice.
Giving only one choice can actually lower the conversion rate, tests have found. That's why the recommended minimum is placing two products side by side; that way, visitors can easily compare the two products to determine which one is more suitable for them.
That approach is based on the concept of price anchoring and should play and important role in structuring your pricing strategy.
4. Highlight your preferred product
