Address the fears, uncertainties, and doubts
While you’re writing about benefits and value, you want to make sure your FAQ section addresses all potential objections your customers may have. This includes adding money-back guarantees, an easy return policy, and lowered risk. Most people don’t purchase immediately. They usually engage with your product or service multiple times before they make the decision unless they’ve already done their homework and are ready to buy. The fear of wasting money is real. Using the right language and showing how they will benefit goes a long way.
Use urgency and FOMO
While people always complain about FOMO (fear of missing out), they still react to this type of marketing and urgency messaging. Good suggestions for this would be to use numbers so they can see who is benefitting from your products and services. Quick decision rewards, time-based scarcity language, exclusivity, color coding, and time-limited offers always work well.
Pricing pages that convert build complete trust with their users. You must be ethical in how you present your information to the customer. Using trust seals showing all data is protected, money-back guarantees, and social proof like testimonials go a very long way in establishing trust.
Use buyer personas when creating tables and tiers
Your buyer persona should match your plans. Every brand needs a few buyer personas to understand the types of customers they have. This helps create pricing packages that directly serve your audience. You won’t know what your customers need or could miss a few steps if you haven’t taken the time to figure out who they really are and what problem you are solving.
Avoid analysis paralysis
Make sure you have enough options for great choices but not too many where your customers can’t decide which is best for them. Make sure the users aren’t overwhelmed by copy and choices. Make headlines informative enough for them to keep moving down the page. You want them to commit to a small action, like clicking something to show their interest. This is where the free trial option works very well.
You are doing great when you get users to commit to an annual plan. The best way to do this is to make it attractive for them. You should discount the annual plan enough to create an incentive for your visitors. Make this plan and option stand out so the users will consider it their choice to save money.
If you have an e-commerce store with customers all over the world, you want to make sure they can see the cost of the item in their native currency, so they know exactly what the price is. There are apps that can do this automatically, or you can do it manually for different versions of the website. Doing this not only makes it easier for the customer, but it further establishes that you care about them and where they are.
Provide live chat
We lightly touched on the live chat option, but it can make or break a sale. This is a good way to establish any objections your customers may have. You’ll have the opportunity to reassure them that they are making the right choice. Live chat helps boost engagement, increase leads, improve customer loyalty, and reduce abandonment.
Your pricing pages may work well with exit-intent popups. These are designed to make customers an offer they can’t turn down right before leaving. This can recover abandoned carts and increase sales. While some customers may get annoyed, others will see that final offer and decide to go ahead and make the purchase. It’s a very effective tool that is often overlooked.