In one of our recent posts, we discussed the importance of a pricing page for a thriving online business. In this excerpt, we move on to the next step that you need to work on – the psychological aspect of the page. Your goal here is to inspire and guide your customers to make a purchase on your website through the final gateway, your pricing page.
In a webinar hosted by KISSmetrics and Tim Paige of LeadPages, Tim mentioned three critical considerations when working on a pricing page which was urgency, right pricing and the right timing. It’s the pricing page that ultimately makes or breaks the deal, the purpose of this page is to facilitate customers in getting familiar with product/service pricing plans. If you can create a landing page that delivers a sense of urgency with an exclusive offer, a good pricing scheme that highlights features as well as emphasize customer for quick action, then you are on the right path.
We at Convert believe that creating a pricing page is critical in the determination of your company’s success. The pricing page is the heart and soul of your business – and it contributes to the survival of your business.
Ideally, you are suggesting buying without actually saying the word “buy”. You have to be creative – have a perfect combination of words and graphics to push the sale. The key here is to focus on the differences, it will help the visitors to quickly evaluate every package that you offer.
Moreover, choosing different visual graphics for different packages will also help you present various packages in an interesting manner. Highlight the key features and guide the customers into the benefits that they will be having upon purchase. Keep it short and sweet and tell them how your product is going to change their lives.
Pricing Page Checklist
Having a checklist for a more effective landing page is a must-do if you mean serious business. In an article published by Dan Robinson, he mentioned;
Designing an effective pricing page should be high up on your list of priorities. After spending a lot of time, effort and money on getting potential customers to your pricing page, you need to make sure that you do everything in your power to not fall at the final hurdle.
As mentioned before, the pricing page is your first attempt to make a sale. And therefore, should have the right elements in place for your customers to push through with the purchase. Here are some factors that you should take into consideration before you dive into the details:
- Gain trust
- Offer help
- Increase credibility through testimonials
If you are offering software, the only way to sell it is to let the end-users experience what it’s like to use your service and what benefits that it offers. Offering a period of a free trial is a good way to introduce your service. If you are doing a free trial, make sure that you put restrictions on the access so the customers will be encouraged to buy to continue using your service.
Make sure that you are clear on the customer’s next step – make that subscribe button obvious in the pricing page, place call-to-action at the end of pricing section. Customers are often impatient and they will give up on their own if they do not exactly what to do next in the process. One of the best ways to do this is to be clear and understandable with your buttons. You will also need to suggest the most appropriate plan for the general users to make the decision easy for them.
Increase Credibility Through Testimonials
Once the customer gets in your pricing page, you have more than 50% chance of converting them into potential buyers. Using reassurance statements and placing testimonials strategically in your pricing page will help you close the deal. Make them feel that they are doing the right thing and cling on to that emotional call.
As long as you are confident with your product, you can create a pricing page that will highlight the benefit more than the price.