Do show what people, businesses, or segments benefit best from different plans

Explanation

  1. You’re already showing people the best plan to start evaluating with visual hierarchy, right?Well, this is the next step in that journey. Most people will be best served by your featured plan and that’s excellent. This technique improves the “featured” plan context by identifying who typically purchases that plan and making decisions easier for people inside and outside the featured plan’s target segment.Visual Website Optimizer has good “best for” copy and so does WP Engine. These descriptions are a nice way to divide plans meant for teams and plans meant for solo operators and consultants.

Do use familiar iconography but be extremely judicious

Explanation

  1. Familiar icons convey a lot of meaning quickly and attract the eye toward the things they were looking to find. Unfamiliar icons are confusing and clutter the screen. “Play” buttons, check marks, ‘X’ icons, and others are extremely iconic. Animal silhouettes and complex icons representing new technology or amorphous concepts like “the cloud” are not.Visual Website Optimizer uses icons overzealously in our opinion while Pardot shows a bit more restraint to greater effect.

Use a benefit driven H1 that speaks to your customer

Explanation

  1. Use a benefit driven H1 that speaks to your customer“Pricing” is not an H1. It’s a placeholder.Take the opportunity to speak to your customer like Bidsketch does. Benefit copy has been largely proven to be a more effective way to connect to your customer’s point of view. People tend to make emotional decisions and benefit copy speaks the emotional language people use to evaluate products.
  2. Use clear plan names that don’t require explanation to distinguish. It’s fairly clear what we mean by Basic, Standard, Pro, Enterprise or Bronze, Silver, Gold, Platinum. I have no idea if the Tiger plan is better than the Cheetah plan. Don’t get too creative for the sake of it on plan names. Opt for clarity.

 “Usually I like to maintain continuity from the main page on the core messaging for the software and then start tinkering with the headline. By the way, the very worst headline that you can have on a pricing page, which is present on many, many pricing pages, is pricing or plans and pricing. That tells you nothing.”

 – Patrick McKenzie