Your pricing page is your most important webpage. When you’ve designed a great website, every webpage is designed to get your customers to stick around long enough to get to your price list. In terms of website design pricing pages all look basically similar. They list your products and your prices. But the best price lists get people to spend their money, while the worst price lists make people click away.
Why do some price lists work, when others don’t?
The answer lies in psychology.
What makes people want to buy something?
Most of us think we buy things because we need them, or because we’ve used a series of logical steps that have led us to conclude that making a purchase is the smart thing to do. But that’s not true. We buy things because of our emotions, and then we use logic to justify our purchase.
Here are some of the real reasons we buy things:
- The FOMO effect. All our friends have already bought that thing, and we don’t want to miss out.
- The product makes us feel clever, funny, kind, attractive, wise, or interesting.
- We’re worried that if we don’t buy the item now, it will already be gone by the time we’re ready to decide.
- We think that the value we’re getting from the product is higher than the money we’re spending on it.
- We trust the brand we’re buying from.
What makes people hesitate to make a purchase?
People don’t like spending money on things they feel they’re going to regret. We don’t like buying things that make us feel silly or unattractive or boring, and we don’t like buying things that make us feel like we’ve wasted our money.
We also don’t like feeling like we’ve been trapped or tricked into making a purchase, so we’ll run for the hills if buying something feels like a permanent, unalterable decision, especially if we’re being asked to spend an obscene amount of money.
Luckily, you can use this insight into the human brain to make a pricing page that converts.
How to create the perfect pricing page for your audience
1. Simplify your design
It’s a core principle of marketing: Confusion repels customers.
When visitors come to your price list, make sure they see a page that’s streamlined and uncluttered. Of course, if you use our website builder, all your web pages will be streamlined and uncluttered, but this is especially important for your price list. You don’t want to spook your customers right when they’re about to give you money.
So, use lots of white space, don’t give your customers so many options that they get overwhelmed, and use plain, simple language when you’re telling them about each package.
This brings us to our next marketing tip:
2. Create clearly defined packages
Instead of making your customers search all over your site for products they might want to buy, try bundling several products that are often bought together, and having your customers choose from a list of bundles.
For example, if you run a spa, you might want to create a bundle that includes a manicure and a pedicure, then a separate bundle that includes a manicure, pedicure and facial, and another bundle that includes a manicure, pedicure, facial and massage.
(Of course, the more products are in a bundle, the higher the price will be.)
3. List your prices clearly
Don’t make your visitors have to hunt for your prices. Make sure your prices are prominently displayed on your page.
Remember: If you offer your visitors more value than they feel they’re paying for, they’ll happily pay the price you’re asking for. So, display your prices with pride!
4. Tell your customers which package might be best for them
When you list your bundles, be sure to tell your customer which package might be best suited for them. That way, it will feel like you’ve created a bundle just for them! (Great value for money.)
5. Include testimonials
Here’s another marketing trick: People like buying things that other people are already buying.
Part of that is the fear of missing out, but that’s also because people don’t like spending money if they think they’re going to regret it. If they see that other people are happy with their purchase, they’ll want to buy your product, too.
6. Play up the package you really want people to buy
Do you know that marketing trick fast food restaurants use, where they sell the smallest drink for something like $2, then the large for something like $2.50? In those cases, the price difference between beverage sizes is so negligible that you’d feel like a fool if you bought the smallest drink, so you buy the large, instead. That’s because the company wants you to buy the largest drink.
You can do that, too.
If there’s a package that you particularly want your customers to buy, you can use the other packages as a kind of contrast to push your customers towards the one you really want them to buy.
7. Remove barriers to purchasing
Here are some things you can do to make customers feel better about spending their money:
- Include a money-back guarantee: If your customers know that they can always get their money back if they don’t like your product, they’ll have an easier time making a purchase.
- Appeal to scarcity: When your customers feel that they have all the time in the world to decide whether to buy your product, they delay their purchase, and they have more time to change their mind. You don’t want that. Tap into the part of their brain that makes impulse purchases by offering a discount if they make a purchase within a certain time.
- Give more value: Throw in a free gift to give your customers more value for their money.
Website design pricing guide
In website design, pricing tables are beloved for their simplicity and effectiveness. Create a simple table with your packages displayed on a table. This makes it easy for visitors to compare your bundles, so they can choose the one that will make them happiest.
Another genius website design pricing idea is a price menu. This is a great way to show your customers your luxury items without making them feel overwhelmed.
If you really want to simplify your website design pricing sliders are sure to be a hit! Your visitors can use a slider to see how the price changes when they add or subtract various features. This takes the pressure out of making a purchase, because it turns buying into a game.
It’s easy to think that your pricing page is nothing but a list of your prices. But a really good pricing page taps into human psychology to make people feel eager about spending their money. Follow the ten easy marketing tricks in this guide, and you can design a price page that loosens even the tightest of purse strings.