3 Keys to a Friction-Free Pricing Page

This article should take 5 minutes to read and at the end of this article you will feel more confident with your pricing page and less worried about customers bouncing off your site when they get to your pricing page. 

This morning I was reading through a SaaS app sales page and when I got to the pricing page I was completely mesmerized. It was a time tracking app for freelancers which I really have no use for because I’m not a freelancer but I was compelled to pull out my wallet like a sucker. The pricing page was just so frictionless and did such a clear job of employing psychological hacks that I started rationalizing paying for the app. I felt uncomfortably out of control. I used to think that I was immune to marketing but even when I’m conscious of it, I can’t stop my monkey brain from reacting. This is good news because it means that there’s a science to building your pricing page to improve your conversions.

Here are 3 key things you have to get right on your pricing page. The pricing page is the first place your potential customer starts thinking about taking their wallet out. It has to be as frictionless and inviting as possible.  You can use these tips to show your developer exactly what to code.

Keep the pricing page simple

Make it clear what the user is getting at the different pricing tiers. Stay away from including too many numbers. You do not want to invite your customer to do math to calculate which deal is best for them. A mistake a lot of sites make is to offer overly configurable pricing where the cost increases with the customer’s usage of the app — essentially pay as you go pricing. It may seem like your customer would want customizable pricing; however, customizable pricing is complicated pricing and confusing for your customer and that is not good for conversions. Dropbox keeps their pricing page barebones and simple. The only numbers they provide are the amount of space you will get with each package. They take another step to remove the guesswork out of choosing a pricing tier by describing what the customer can do and what kind of customer belongs in which pricing tier. Pro @ $9.99 is “great for personal projects” and Business @ $15 comes with “powerful admin features”.

Dropbox pricing page

Dropbox keeps it simple. Almost no use of numbers. Describes key benefit at each pricing tier.

If possible, consider obliterating pricing tiers and just going with the simplest pricing model possible: one pricing tier like Groove HQ (http://www.groovehq.com/blog/pricing-that-worked).

Highlight a specific pricing tier

A lot of customers hesitate purchasing because they fear buyer’s remorse. It’s not that they don’t want to pay, it’s that they are actually paralyzed from the dread of choosing the ‘wrong’ pricing package. You can get rid of this hesitation by making the decision for them. Some common tactics are to highlight the ‘best value’ or ‘most popular’ packages. The ‘most popular’ packages is using a powerful psychological phenomenon called ‘social proof’. Susan Weinschenck, Ph.D. and the author of Neuro Web Design states ‘when we are uncertain about what to do we look at other people to guide us. And we do this automatically and unconsciously.’

Hittail pricing page

Hittail Pricing uses social proof to highlight the most popular plan.

Offer a free trial for all pricing tiers

Free trials are industry standard for good reason — it increases conversions. You probably plan to offer it for your app, but you should know the science behind why free trials lead to more conversions and why you should offer a free trial for ALL your pricing tiers. People will pay for your app if they find it valuable and the best way to show that your app is valuable is to get your customer to use it. That means removing any friction stopping a customer from using your app like giving free trials. Therefore, it only makes sense to show them the value of the most expensive pricing tier. Offering free trials for ALL tiers will drive your customer towards converting at a more expensive pricing tier. From the perspective of the customer, they realize that all the tiers are free, so they might as well choose the package with the most features. At the end of the trial, if the customer finds the app valuable, they might also find features that are only available in the higher pricing tiers that they cannot live without. So they end up converting at a higher pricing tier.

Freckle pricing page

Freckle pricing calls out a free trial for all pricing tiers.

Bonus:

Now that you know the keys to get your pricing page right, here’s a mockup that implements all the tips in this article that you can customize for your own site. Balsamiq Pricing Page Template Mockup

Balsamic pricing page template

Screenshot of the Balsamiq pricing page template.

Share screenshots of your pricing pages or use the mockup to create your own and post them in the comments below.



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