How to design a better Pricing Page to increase Revenuesđź’°?
In any moment of decision, the best thing you can do is the right thing. The worst thing you can do is nothing. ― Theodore Roosevelt
On a pricing page, a user will either choose a plan or do nothing and leave the experience to a dead end.
For a user to make a choice that turns in favor of the system and increases revenues is simple but often ignored. It is really important to understand a user’s psychology before giving them options to choose from.
What makes a good Pricing page?
Following are some key points to be kept in mind while designing a pricing page.
- Understanding User psychology: Less is more!
Understanding what a user feels throughout the experience is as important as designing the experience.
Let’s take an example of ice cream flavors, in an ice cream parlor, If a customer is given 100 flavors to choose from, there is a probability that the customer will make a decision after tasting the first 2 to 3 flavors. Hence, even if a customer has 100 options or 5 options, their decision will almost be concluded after the first 2 options they look at.
More options do not usually make sense. A user decides what they want on the first 2 options that they go through. Keeping the plans simple and less in number makes it easier and clear for the user to choose from.
2. Keep it simple
Users tend to get confused when there is an increase in cognitive load resulting in loss of conversions. Keeping the options clear and simple is an ideal way of designing a pricing page. According to a study, users click more on the option that is on the left, hence, the options must be provided from most to least to the users so that there are more conversions.
One way to keep the pricing page simple is to remove all the unnecessary information on the page like the navigation bars and side bars and just give an empty space to display the plans.
The first thing that users see on a page makes an impression of the system. It is really important to keep the headings short and catchy so that users can easily understand what is going on.
Also, keep the copy easy to understand. Each plan must include, what the product offers, how much does it costs and what all features are included in each plan.
3. Help!
Users must always be able to seek help throughout any kind of experience. Giving the users an option of FAQs or an option for help is a good way to interact with them and depending on the kind of queries the user psychology can be understood.
4. Give free trials
Everyone loves free trials. Giving an option to the user to try a service for free increases engagement and helps the user think about which plan they might want to go with.
5. Highlight the benefits
Every user is keen on knowing the benefits that they will get out of a system where they are investing their money in. Hence, highlighting the benefits and change in benefits with the prices is a good way to give the users what they want to know about the service.
Mail chimp’s pricing page is a good example as it gives a brief description of each plan, what are the new features they are offering, the currency and comparison of plans is also available.
Sometimes it is beneficial to show benefits as loss avoidance but it should not scare the users away.
6. Recommend a plan
Recommending a plan creates a sense of trust and communication between the user and the service. The recommended plan must not be the most expensive or the least expensive of all but it should give a fair amount of experience to the users at a decent price.
As seen in Mailchimp’s example above, recommending a plan always attracts a user’s attention and trust and also builds a communication between the user and the service.
7. Cards, Sliders or Tables
Cards work the best when there is a noticeable difference in the plans and are preferred for users who are non specialists.
Tables are used for showing long feature lists often for technical people/managers.
Sliders work best when there are a lot of options to give to the users, this works best when the services do not have a defined package and users can choose their particular options.
Tip: If the feature list is too long in a table form, keeping the CTAs, Plan name and price fixed makes it easier for the users to take an action.
8. Test your Pricing page
Testing helps a designer to make decisions based on data and not just guesswork and it is one of the most important components of a good marketing strategy. Test everything that you can, from layout, pricing, plans to CTAs.
Designing a good Pricing page is simple. There might be 100 flavors of ice cream to choose from, we just need 2 flavors to know what would a user choose.
Kustard.design is one of the few top design companies who help organizations apply design principles strongly to their products and can help you in getting more queries and leads through your website design.
