Pricing Pages Need This
On Wednesday in The Daily Egg, he writes “4 Things You MUST Have on Your Pricing Page.”
“The pricing page is an afterthought for development,” Patel writes. “Second, it’s usually a templated model. Third, it remains untested ... Fourth, it is not designed with an eye to buyer psychology.”
These problems and a host of others plague online price pages. The result is that pricing pages are not as effective as they could be.
- Headline. This needs to be an attention-grabber with a clear call to action, he says. “When a page has a headline, it helps customers know exactly where they are, what they’re getting, and what they should do,” Patel says. For more copywriting tips to help with this task, Patel’s July 22 post says to start by using the word “you.” (“39 Writing Techniques That Drive More Conversions from Your Website Copy” has plenty more help for marketers.)
- Benefits. Don’t just talk about the product. Say how the product benefits the customer, he says.
- Prices. Ha! Right? But seriously, he finds even big-time marketers MailChimp and Amazon (Amazon SES) leaving the prices off of the pricing page.
- Provide Comparison Prices. Consumers like this and it helps them make decisions, Patel says. That said, though, try to stick to three choices, he says.
How well are marketers optimizing their pricing pages?
Please respond in the comments section below.
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