21 Best Practices for Improving Your Pricing Pages

By Indeed Editorial Team

Published October 18, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Before visitors to your website make purchases, they often browse your pricing page to see what your business has to offer. A pricing page that's easy to navigate, consistent with your professional brand and visually appealing can convert prospects into paying customers. Learning how to enhance the webpage and cater to your target audiences' interests can persuade consumers to subscribe to your services. In this article, we discuss the purpose of pricing pages and explore 21 best practices for improving the layout and functioning of the prices displayed on your company's website.

What are pricing pages?

Pricing pages are parts of business websites that promote the costs of products or services. They enable prospective customers to peruse the options available to them and select the plan that best reflects their personal and financial interests. Along with the prices, website visitors can view the features of the products and receive answers to their questions, which can influence their purchasing decisions.

Companies that offer subscription and readership services often use pricing pages to attract new followers. As a business owner, it may be beneficial to organize your website strategically to engage visitors and inform them of the benefits of investing in your products.

21 best practices for improving your pricing page

Here are 21 techniques you can use to enhance the user-friendliness and aesthetic appeal of your pricing page:

1. Use a simple layout

A simple layout can make it easy for consumers to explore your collection and subscribe to the service that appeals to them. Make sure the headings, subheadings and structure communicate the purpose of the page. You can also use columns and rows to display the services. For example, if your company offers three different subscription plans, then you can dedicate one row to each option and align all three of them on the page.

2. Compare prices on each option

Install a feature for consumers to review how each plan compares to one another. You can attach a button on the pricing page that directs visitors to a window or a new page that outlines the differences. The comparisons can streamline the buying journey, allowing consumers to locate their desired features and learn how much it might cost them.

3. Distinguish between the options

Ensure the consumer can distinguish between each option that you present on the pricing page. Making the differences clear can help influence the visitor's buying journey and give them the confidence to choose one service over the other. They can also understand exactly what they're paying to receive. Consider including a checklist of features to justify why one option is higher than the other. For example, you can include a short checklist for the least expensive subscription and a long checklist for the most expensive, with highlighted words that show the additional components.

4. Highlight the most popular option

Prospects may feel more confident about their purchasing decision if they know which option is the most popular among fellow consumers. Distinguish the best option to encourage consumers to subscribe. For instance, you can position the plan in a higher column and attach a label that reads "Most popular" or "Best value." Alternatives include surrounding the plan details with a noticeable border or typing its description in a bigger font. Make sure your distinctiveness of the plan doesn't disturb the simple layout of your pricing page.

5. Give each plan a name

Assigning names to each plan is another way to differentiate between selections. Contemplate naming the tools based on the needs of your target audiences. For example, suppose your business is a music streaming service that provides three separate plans for listening to albums. You can name the smallest plan "Basic" and state that it's "best for individuals." The "Pro" option also has the "best for small businesses" label, while the "Premium" plan has the "great for families" identifier. Enable your customers to understand which subscription provides the best value for them.

6. Write brief descriptions

The words, or copy, you write to describe the products or services can also engage visitors. Beneath the headings that display the title of the plan, consider including one sentence that summarizes the purpose of the subscription. You can include a list of notable features, for example. Attach a description to each option, ensuring the copy allows the user to identify one selection from its counterparts.

7. Include frequently asked questions

A list of FAQs and answers on your pricing page can address concerns directly and boost the consumers' confidence about supporting your business. Contemplate components of your plans that potential customers are most likely to ponder. Make the list visible to provide simple access on the website. Here are examples of topics your FAQs might address:

  • Dates customers pay for the subscription each month

  • Processes for upgrading or downgrading their subscription plans

  • Steps for canceling their subscription plans

  • Times to receive refunds on previous subscriptions

  • Lengths of free trials

Read more: How To Create an FAQ Page (With 5 Examples)

8. Attach your refund policy

Clarify your refund policy on your pricing page to avoid confusion about the terms of the subscription. You can attach an active link below the product descriptions for consumers to access easily. It also may be helpful to add the link on the payment page before consumers officially subscribe to the service.

9. Decorate the page with brand colors

The color scheme of your pricing page can contribute to its aesthetic appeal. Choose color combinations that coincide with the brand of your business and the visual aspects you incorporated into other areas of your website. You can continue to tell a story about your brand as prospects browse your products.

10. Incorporate a call-to-action

A call-to-action is a proposal for the consumer to complete a task in favor of your business. Examples include making a purchase or agreeing to a free trial. On the pricing page, include call-to-action buttons beneath the explanation of each subscription plan. You can fill the buttons with different colors to capture the customer's attention. Ensure they're clear so the user understands what happens when they press the link.

Read more: Call to Action: Definition and Examples

11. Provide assurance to customers

One concern consumers may have is the level of commitment they're making when they decide to subscribe to your plan. Contemplate writing short, assuring copy to address the concern and increase their excitement about their purchasing decision. For instance, you can include two sentences that explain customers can unsubscribe from the service whenever they want to, with zero additional fees. Attach the copy in the product descriptions to make it visible to users as they look through the pricing page.

12. Paste customer testimonials

Customer testimonials are direct quotes or videos from real consumers discussing how much they enjoy your products. Learning about positive experiences from others can inspire website visitors to subscribe. You can paste the testimonials at the top of the price page so it's the first thing they see , which can pique their curiosity about your subscriptions.

Related: Testimonial Page Examples To Inspire You

13. Filter options

Filters on your price page can make it easier for consumers to locate options that interest them. The enhanced search results can be useful if you sell products or services to multiple countries, which means the prices for your subscriptions have different currencies, and the plans may differ based on the region where the prospects live. On the website, consider adding a dropdown menu that allows the visitors to select their local language, tender and physical location.

14. Let users manipulate the prices

An additional method for boosting conversion rates is to design your price page to be more interactive. Rather than listing your subscription plans, you can add buttons for users to click that change the prices based on the characteristics they enter. For example, if they indicate they'd use the service for school and intend to be the sole listener on the plan, then you can display a price and product that matches their choices. The website can offer more personalized recommendations that can make the user experience more positive.

15. Present a free trial option

A free trial is an opportunity for customers to enjoy a subscription to your service temporarily without paying for it. Trials typically last for one week or one month. Consider implementing a free trial option to allow consumers to explore the benefits of your products. You can grant access to the most extensive subscription plans to persuade consumers to accept the offer officially after having positive experiences.

Related: Freemiums: Definition, Examples and Tips

16. Practice transparent communication

It's important that your website copy is straightforward and relevant to your target audiences. Customize your messages to answer obvious questions about your services. The customer can find what they're looking for within seconds, and the convenience of your pricing page can sustain their interest longer. Here are examples of details to emphasize:

  • The purpose of the product

  • How much the product costs

  • What the product does

  • How the product can enhance the lives of the customer

17. Incentivize quick purchases

Provide an incentive to customers who commit to the subscription service immediately. You can accelerate the buying journey and raise conversion rates more quickly. Customers may feel more inclined to make a purchase when they learn they can receive an extra benefit once they're subscribed. Examples of incentives include:

  • Discounted rate on a monthly fee

  • Extended free trial to more expensive subscriptions

  • Extra gigabytes of storage for using the product

  • Free brand paraphernalia such as T-shirts, coffee mugs and office supplies

18. Display your prices in descending order

Descending order of your prices can make them appear more feasible to consumers, which may encourage them to subscribe to the service. On the pricing page, start by displaying the most expensive plan first and discuss its benefits that contribute to the highest price point. The strategic coordination may appeal to potential customers with specific budgets in mind. By the time they learn about the least expensive product, they may feel more inclined to purchase it because it may be the closest to their financial needs. The descent can also decrease the likelihood that your price points discourage visitors.

19. Offer an upfront payment option

Customers often fund their subscriptions by paying a set amount of money per month, but it may also be convenient to present an annual payment option. Your business can receive the money upfront, and the customer can gain assurance that their purchase has completed processing with no additional charges necessary. Communicate the one-time, yearly purchase in the description of your service plans. You can also incentivize the selection by providing a discounted rate for consumers that commit to the subscription for 12 months immediately.

20. Publish strategic headings

The headings on your pricing page are often the first words consumers read when they browse the website. Using strategic heading can convince them to pay attention to your content more closely, and it can contribute to the ease of navigation. Consider your wording to draw attention to your payment options and the actions you want them to take.

21. Install a chat feature

A chat feature is a website plug-in that allows the consumer to exchange live messages with a representative of the business. Customers can receive immediate answers to their questions, and the representative can accelerate the buying journey by providing links and elaborating on the benefits of purchasing the products. Providing excellent customer service through the chat feature can persuade consumers to support the business. Think about creating a script that champions promotional items and exemplifies the brand persona.

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