Boost pricing page conversions with these 7 simple strategies
Easy ways to do your pricing page right
If you sell a software tool, a subscription or you provide a range of packages for your product or service, you’ll need a good pricing page.
This is the page where you get down to business. No more teetering around the issue. No more sly suggestions. This is where you outright ask for the sale.
Good copywriting uses words to persuade, but it also involves using various tricks and tactics that have nothing to do with writing.
Pricing pages use a number of psychological tricks, none of which require much effort to implement. But they could well give your conversions a boost.
Here are 7 that you should definitely experiment with on your pricing page.
1. Make use of anchoring
Anchoring is an age-old psychological principle that has been used to sell things for eons.
It involves placing the item you want your customers to buy right next to another more expensive item. The more expensive item becomes the anchor, and it gives your customers something to compare.
Instantly, the item you want to sell looks like the better value option.
Shops have been using this trick for decades, and e-commerce sites use it too. Let’s look at an example. Here’s the pricing page at the email provider Robly:
It has three options at the following prices: $15, $29 and $79.
That’s a big gap between $29 and $79. If you had ever been thinking that $29 was a bit out of your reach, it suddenly looks like pretty good value.
This is anchoring at work.
So if you have a product that you want more people to purchase, put it right next to a more expensive one. It’s an easy way to sway your buyers’ decision-making.
2. Choose the number of options carefully
It’s sometimes tempting to offer a huge range of plans or products for your customers. The logic here is that the more choice you have, the more chance you will provide an option that everyone will like.
But it doesn’t quite work this way.
In fact, having too many options can backfire, because it turns out that people don’t really like lots of choices.
It means they have to make a decision, and they worry that they will make the wrong one.
They may want to give it some time, to go away and think about it. Which, as we all know, means the chances of them returning are slim.
You want to keep them right there on your pricing page, so don’t scare them off with too many options.
Keep it simple. Stick to three if you can. Three is a great number. Three is simple, it’s smart, and you can neatly categorise your options into starter, medium and advanced.
Lots of companies do this. They know that providing too many options is not a good idea.
The other great thing about three options is that it allows you to put your preferred option in the middle, and people often tend to go for a product in the middle.
The solid, safe middle.
It’s the best place by far to put your preferred plan if you want to have some influence over which plan your visitors choose.
3. Highlight your preferred option
As well as putting your preferred option right in the middle, make it stand out even further. Don’t be timid. Add on a big old highlighter or write “Most Popular” above it.
This is a simple and clear way to state that this is definitely the plan your targets should choose.
Again, it’s a gentle nudge. A non-aggressive way to say: “This is the one you want.”
You’re helping them out. You’re making it easier for them to come to a decision. And we already know how much people hate making decisions.
4. Change how you present the price
This one’s a bit sneaky, but it can be highly effective when done correctly. It all concerns the way that you present the price of your product.
Let’s say that you have a plan that costs $150 per year.
Instead of highlighting this big upfront cost, why not display it as $12.50 a month?
You can still ask for it in one payment for the whole year, but it makes the price look more manageable when you present the monthly cost.
A lot of companies will compare the monthly price on their annual plan to their monthly price when you actually pay monthly.
Look at BombBomb, for example:
The result is to encourage shoppers to choose the annual plan with its cheaper monthly cost.
However, don’t lead your prospects into the false belief that they can pay monthly if they cannot. This could just make them angry and stop them from buying anything at all.
Other pricing tactics include things like comparing the price of your product to the price of something the customer is already familiar with, making it sound like less.
e.g. “You can have this for the same price as a cup of coffee a week.”
This breaks up big prices to make them seem more manageable and, therefore, more attractive.
5. Keep currency symbols small
This is a very quick and easy design trick to use on your pricing page.
When you write out the prices, keep the currency symbols small. Why does this work? Perhaps it takes the focus away from the fact that the prospect will be spending money.
Many companies do this, like Vzaar:
So consider shrinking down your dollar or pound signs, and see what happens.
6. Offer a free trial
The classic free trial is always a good idea. By encouraging your prospects to try out the product first, by giving them a month for free, there is absolutely nothing for them to lose.
They can cancel if they want to, and they have lost nothing.
This is the best way to get more people to try out your product. Not all of your prospects will continue paying for it, but you will almost certainly get some new customers who would not have tried it out otherwise.
Try it out if you have a monthly subscription. Unbounce has a free trial on all of its plans:
If your product is as amazing as you think it is, you should have no problem converting people from free subscribers to paid customers.
And you should definitely do this if your competitors are already using the same tactic. If you offer a similar product, but your competitor provides a free trial, who do you think your customers are going to try out first?
7. Use scarcity
Scarcity is an age-old persuasive tactic, and you can use it on your pricing page.
The simplest way to do this is to run a special price for the week or month, and then make it very clear that the special price is ending in ‘X’ amount of days.
There’s nothing like the fear of missing out to give people a gentle nudge to try out your products.
Update your pricing page for more conversions
Psychology plays a big role in CRO. Making surprisingly small changes can often generate big conversion boosts.
Try out these seven tips. See if you can increase sales of your product.
They’re so easy to do that they’ve got to be worth a shot, right?