The biggest mistake in pricing pages that can ruin a great product?
It's not the price.
There are plenty of great products.
But excellent pricing pages?
Only a small percentage.
Over the past year, I've seen more than 1,000 pricing pages.
Most of them have one fundamental mistake:
They are too COMPLICATED.
Customers don't understand the pricing offer.
The sales team struggles to explain it.
The company can't upsell to more expensive versions.
The result?
→ Low conversion rates.
→ Low average revenue per customer.
A pricing page is NOT a list of features and benefits.
A pricing page IS a sales tool!
Therefore, it must:
→ Be simple.
→ Target specific customer segments.
→ Address specific customer Jobs to Be Done.
Example in the image:
Too many parameters to compare.
Decision paralysis occurs with as few as 5 (!) parameters.
→ The first parameter to test in a pricing page must be clarity.
“A confused customer doesn't buy.”
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