How to Create a Pricing Page: Examples, Tips, and Best Practices

What is a pricing page?

A pricing page is a specific landing page that lists different pricing plans available for your products and services. The benefits and features of each tier are included. E-commerce sites must have a SaaS pricing page to make an impression on their sites and on the user. Pricing page design is crucial, so having an effective pricing strategy in place is one of the first things to do before considering the structure.

How do you write a good price page?

Your pricing page should be specific to your brand and the prices of the products and services. Just like when building a website, you want to make sure your brand identity is intact and you’re using your voice and the right tone for cohesion on all pages. Although pricing pages are more transactional than anything, they must still seamlessly fall in line with the other pages you have on the site.

Layout

The layout of your pricing page should be user-friendly. That means the navigation should be easy to get through the page with no issues. Although a pricing page is a landing page of sorts, this type of page provides information directly to your buyer persona and potential customers where they can see the pricing table or subscription plan options in an easy, uncluttered way. Every element should work together to add flow. All the important components should be kept above the fold, including 1 call-to-action at a minimum.

Understanding the psychology behind a pricing page designed to increase your conversion rate can help implement the right design and tactics. Make sure visitors understand the context and content of the page because they are interested in what you have to offer. Comparing what you offer to something else makes a lot of sense if they view your product or service as expensive.

Information

Before you write out what you want to say, make sure the information you’re presenting is in decent order. A recent study uncovered that pricing pages packed with information and action result in confident users who convert more. Pages that don’t do this well have buyers who are intimidated, distracted, or discouraged. If you have similar packages, you must have enough leeway to make the differences clear. It’s always best to put the most expensive plans front and center with a recommended option.

Language

Speak to your prospective customers in your brand voice. Depending on the types of customers you anticipate visiting your page, the language used must be easy to understand. While you may use jargon specific to your industry in the pricing table, simple language should be used in at least 1 tier. Display language like “live chat” and “free trial” prominently to reinforce trust.

The copy and colors you use are key. You always want to sell the benefits and value you offer. You want the copy to highlight the benefits your features provide. Stay away from language that’s too sales-y. Your terms should translate value and differentiate your offerings. Name your package based on your customer segments. Brand naming is key in how you present and deliver. Just like how you should use your brand voice to name your business, you should also use your brand voice to name your products and services.

Consider your CTA. Try to stay away from using the words “submit,” “download,” or “buy now” because they are generic and plain, and don’t do well conversion-wise. Be very specific about what you want users to do, or the benefit they are about to get. When you’re designing the chart or button, use a different color for maximum effect.

Pricing

Your pricing options and packages pricing offerings should be clear. If you have different packages that cater to different sizes and budgets, each option should speak directly to that buyer persona. The right pricing page will influence buying decisions and improve conversions. When you highlight a recommended plan for your packages, you alleviate confusion and provide a guide where the most value is.

CTA and testing

Your CTA is very important. It should stand out and have an unmistakable directive for your customer. Distinguish it by the features and price. Start the CTA with a verb and tell the reader what they will receive when they take action. Always test your CTAs and other elements of your pricing page and website to see what’s working or not. This helps you make the right decisions based on data and analytics instead of just throwing things in the dark to see if they will stick. Test the layout, pricing, copy, headlines, colors, and everything else that your customers will interact with.

Pricing page examples

These pricing page examples demonstrate the different types of styles and layouts being used in the marketplace to drive conversions.

Two-Tab

Slack uses the two-tab option for its pricing. One tab is for companies and the other for teams. Each has different pricing tiers, making it easy to compare the services. Each tab also has a distinctive layout and style, so users won’t be confused, and they can quickly look at the different features offered.

Three-tab solution

BombBomb uses the 3-tab solution which includes a step-by-step guide for their enterprise plan. At the top, users can choose from Individual, Teams, or Enterprise solutions. Every tab has a most popular option, and each selection has detailed lists of features so users can choose what best meets their needs. The enterprise plan is completely customizable, which is why the step-by-step instruction works well in this space.

Three-tab with plan customization

Mailchimp’s pricing page has 3 tabs that break down its offerings. In addition to organizing its features, each tab has a relevant tool to help a customer better understand what they will pay for and receive. For example, the Marketing Platform tab has an adjustable contact counter that when moved, changes the prices of each plan to reflect an accurate cost.

Intuitive

Zendesk has intuitive card designs for its plans. The 1st card starts at an inexpensive price, but the intro copy highlights “starting at just $5 an agent.” It also shows a free trial option on the 1st 2 options. Each card has the payment plans and products in detail to let users know what they are getting in each package so they can make an informed choice.

Custom image background

Big Cartel uses a custom image background for their pricing tiers. The visual aspect of their product is an easy draw for prospective buyers. The text is simple and easy to understand. It’s attractive, informative, and intuitive.

Pricing page design best practices

We’ve already gone over some of the basics like having a simple design, making your copy simple and easy to understand, making the CTA visible, adding comparisons and anchor pricing, highlighting the best option, offering a free trial, and matching names to feature sets. Although these are standard best practices, there are other things to do that will help your page convert even more.

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.

Build trust

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.

Promote annual payment plans

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.

Convert currencies

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.

Set up exit-intent popups

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.

Boost conversations with a proper pricing page

Again, the pricing page is one of the most important functions of your website because it’s the place where conversions are driven. If you don’t have conversions, how will you move forward and scale? Pricing pages can be tricky—you want to have enough information for them to make an informed decision while building trust and customer loyalty.

That’s where your brand voice comes in. Present your prices in a transparent, authentic way that continues to carry on the same type of conversation that brought them to your pricing page in the first place.

That’s why it’s best to focus on your own page and not take what someone else is doing. Take time to understand your unique value proposition. It’s not like anyone else’s. People want to know what makes your company better. This is your opportunity to tell them in every pricing tier why they need your products and services.

This all begins with the copy on your website. You want to write copy that attracts and engages your prospects so they can see you as an authority in your field. Everything you do and say should make them want to know more. Getting to know your brand in an authentic, transparent way leads them to your pricing page with little to no effort.

Now, when putting together your options, they should all encourage your users to spend more money. Good, clear comparisons demonstrate to customers what they will miss out on if they choose the lesser package. This is another good way to highlight transparency because the customers will feel comfortable that they aren’t being misled. With the live chat option, they can read your pricing page and immediately speak to someone for more clarity. This boosts conversations that flow into conversions.

The right website builder can help you develop a pricing page that converts and a website that speaks to your audience. From choosing the right colors to the placement of your elements, Mailchimp offers solutions that work. Are you ready to start developing a pricing page on your website to start converting your products and services into cash?