Ask HN: What Elements Has Your Perfect Pricing Page
I am working on our future pricing page and looked at 303 websites and came up with a list of best practices for our pricing page.
I wanted to share my finding and hopefully you can add yours?
- Call to action headline that matches the unique selling points mentioned on the homepage
- Subheadline will give details on trial, no credit card needed, amount of users in system (if the over 10,000), sense of urgency using get started in 60 seconds. Product positioning (what does the product do). Value messaging
- Plan that focus on different markets you address
- Website design Features, Pricing & Plans, About, Contact and remove the rest (including login) form the menu so there not to many links.
- Trust element top right (phone-number will work well there)
- All plans above the fold
- Free plan in bottom right of plan (if your bootstrapped, but if you have VC money and Freemium is your strategy, place free as first plan)
- High to low or low to high, 62% of SaaS companies have low-to-high and with lack of research I guess thats the best. (We will go and test these once we add the pricing page)
- Badges (user logo’s) under plans as trust elements (make them gray so there not distracting)
- Communicate the differences not focus on the similarities of the plan
- Scanable (not to long page)
- Clear pricing (good contrast)
- Use color on background of plans to keep focus on each plan. Mouse over background on horizontal is a nice feature.
- Make bigger plan feel bigger using a visual element that becomes bigger with the growing plan.
- Keep in line with website design
- Important features in F eyetracking line (price, plan differences and sign-up button)
- Mention USD not $ (Austrailian and Canadian dollars look the same)
- Testimonial under plans
- Explain how things work billing, 30 days, free under plans
- Mouse over on features
- Little amount of links (you do not want them to click away)
- Impeccable grammar (in my case huge problem :-) with easy fix... let someone check it
- Call to Actions Orange
- Blue color gives trust we might use these on plans that are not the preferred plan (need to test this)
- Green associates with wealth (try to add green check-marks on items that are simular)
- Use full screen width for plans (no right blocks with sign-up or text
- Repeat 14/30 day trial under sign-up buttons so they know what they sign-up for (<button: Sign-Up> for 14 Day Trail)
- Add some credit-cards logo's or payment processor logo to pricing page as trust element if you do not have a lot of well known clients. You can also add SSL seal if your just starting and have little trust elements available.
- Social Proof (twitter accounts, positive tweets, testimonials etc. all help (under pricing plans)
Referrals http://www.smashingmagazine.com/2008/10/13/pricing-tables-showcase-examples-and-best-practices/
http://vandelaydesign.com/blog/design/pricing-page-trends/
http://www.reedge.com/303-ideas-for-pricing-pages.html
http://blog.reedge.com/best-pricing-practices-or-conventional-wisdom.html
http://www.sixteenventures.com
Love to hear more! Leave you comments below. Thanx
Dennis van der Heijden
Reedge.com (Conversion Rate Optimizer Tool: Tracking, Testing, Funnels and Personalization)