Do feature trust markers on the page

Explanation

  1. Trust markers are a broad category of things. You could include testimonials and other social proof here but we’ve chosen to separate these. The image above highlights published metrics about reliability and social proof in the form of volume statistics, but you could also offer a money back guarantee. These things not only serve to influence people as social proof, but they also can be is the risk reduction category.People will buy when they know, like, and trust you. These trust markers can help like they do for WP Engine.

Do have a CTA on the bottom of the page

Explanation

  1. This is perhaps the most overlooked and most impactful feature. I would usually combine it with another feature and make a CTA for contacting a salesperson, but that won’t make sense for every business.When prospects arrive at the bottom of your pricing page, they were looking for something the didn’t quite find or they are satisfied with their options. These are really the only two options if you look at the fist category broadly enough. We know they are a bit more than garden variety tire kickers because they made it all the way to a decisive page.

    You may even want to retarget people in the first category, but in any case you should offer them a CTA that meets them at the conclusion of the page. If you can get them started you have a dramatically better chance of converting them to a happy customer. We think ZenDesk’s bottom of page CTA is killer.

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