6 Pricing Page Tips To Design It Right And Generate Leads

6 min readJun 27, 2017

Even a product marketer with a decade of experience would feel it’s an unsolvable puzzle when it comes to defining pricing strategies for their product even with innumerable pricing page tips available on the web. The immediate solution people seek is to survey their competitor’s pricing and set that as a point of reference.

This reason is why you need to frame a unique pricing strategy that is ideal for your product. Comparing your competitors’ pricing page should only be a factor of motivation for you, whereas defining a pricing strategy based on the value you provide to your customer should be the game changer.

All these might sound easy, but in reality, I can understand how challenging it can be. This blog will reveal 6 pricing page tips on how you can structure your pricing page and bring that uniqueness which only you own.

Simplicity is the key

Most companies try to feed a lot of information into the pricing page. They would write paragraphs detailing why their different plans would be efficient for customers. But in reality, your visitors don’t come to read every single word that you write. They only skim through your pricing page to understand what they get. Look at how simple Slickplan’s pricing page is.

Make your page look clutter-free and always remember — Your pricing page is not a blog!

My Pick — Pricing Page Tips

If you have an ocean of words that you want your visitors to read and understand, including a separate FAQ section below the fold. This would serve your need.

Offer free trials

Already offering free trials? Great! Skip through to the next point. Freebies, not your thing? Read on…

When potential customers are curious about your product, a few questions become evidently cliché: What does your product do? What does it offer me? Is your product a problem-solving analytics platform or a tool that suggests changes? These are the questions that your sales or support people are tired of answering day in and day out. But wait, if they are only curious and have never got a satisfying answer, that’s something you have to think. Don’t be overwhelmed, offering free trials — cool pricing page tips — comes to your rescue!

Offering free trials — A symbiotic relationship between you and your potential customers

Potentials Customers: They get to play around with the product and decide if it is what they are looking for or how much benefit would it give them, absolutely for free (of course, only for a limited period).

You: You get to brandish all your features, USPs and other stuff you are proud of and prove to your customers how fantastic your product is. You feel confident in your product or service that you are benevolently willing to give it away for free. This oozes confidence and instills trust. Also, when the time comes to pay for it, your customers will be making the most informed decision possible.

Offer fewer choices

While designing your pricing page, how much advice did you get to keep the pricing choices to a maximum of 3? I’m guessing a majority! There is a sweet psychology behind this notion. When you keep your choices to 3, there is a higher probability that your customers always choose the middle one. It’s famously known as the ‘Centre-stage Effect’.

The centre-stage effect plays a vital role in our everyday lives. Our brain is so much wired by its implications. In the Journal of Consumer Psychology, a research titled: “Position-based beliefs: The Center-Stage Effect.” has concluded that,

The studies affirm that the products to either side don’t matter. The real deciding factor is how popular the middle offer is perceived to be. That says it all.

Here is a variation that you should avoid for the fact that the ‘Most Popular’ plan (the one you want them to buy is more likely to miss the eye of your customer.

Have a clear CTA

The most obvious pricing page tips one can tell you is this “make sure your CTAs are always above the fold” Because that’s where it is meant for. Can you sense it? If there is any chance a person visits your pricing page, it has to be an intent for purchase or an inquiry. When you don’t make it easy for your visitors to decide on buying, you will lose a customer. Make your CTAs bold and inspire your visitors to act upon it; do not make them scroll or hunt for it!

My Pick — Pricing Page Tips

I strongly recommend you test your CTA buttons by AB testing them and find out which works well for you and which don’t. Our assumptions might not be right all the time, using a CRO tool can save a lot of time, in turn, revenue.

Tools like Zarget allows you to AB test via Chrome extension and makes it easy to set up AB test experiment.

Easy comparison between different pricing

What do you do if you are planning to buy a laptop? You hit Google and start comparing different laptops from your wish list for pricing, features, technology etc. Similarly, when a potential customer arrives at your pricing page, they always seek to compare different pricing options you offer before making their final purchase decision. If you don’t make it easy for your customer to compare features and prices that different pricing options offer, they hit the dreaded back button.

Give users the power

People love to cuddle, be it a human or a web page. And so when it comes to your pricing page, including interactive elements like drag and drop, customization, sliders will improve your user experience and in turn your conversions. Check out Zarget’s pricing page, get yourself some play time. Their analytics shows that people spend a greater time in the pricing page just because we let our visitors play around with it. Give it a playful try.

Here is how Acquia lets their customers play with their pricing page.