Is your pricing page optimized for conversions?

You’ve invested your money and time in finding qualified leads and getting them to your landing page.

They are impressed by your offer and are now prepared to make a decision, so they are exploring your pricing page.

Oops! Something doesn’t feel quite right — so they bounce (and you’re left feeling disappointed).

If this sounds familiar, then your pricing page might need a makeover.

Identifying and converting high-intent leads is already hard enough. But finding out you lost them at the last minute? That’s just painful to watch in your analytics.

To stop this from happening again, you need to (obviously) optimize your pricing page. In this article, we discuss six practical strategies to do so. Read till the end, and you’ll never have to see your lead generation efforts go to waste again.

1. Use an Attention-grabbing Headline

You already know the importance of a strong headline in capturing your audience’s attention on your landing pages — your pricing page is no exception. It is the final step in the conversion funnel, where customers decide whether to proceed, so it must reflect their expectations.

Avoid cliche headlines like “Pricing” or “Our Pricing Plans” in favor of something more engaging. For example, the one on Zendesk’s pricing page reads, “Everything you need for best-in-class service.” This headline confirms to users that they will get the best value while wisely investing in their customer service capabilities.

Reassuring visitors on your pricing page can help eliminate any last-minute doubts or hesitations about making a purchase.

2. Offer Free Trials (+ Other Incentives)

You might have a great product, but that doesn’t mean everyone will buy it at first glance. Some people need to warm up to it before deciding whether to buy. To keep this group engaged, you need to offer incentives such as a free trial, a money-back guarantee, or a discount to encourage them to take action.

Take, for example. When OpenAI launched ChatGPT (Chat Generative Pre-trained Transformer) in November 2021, there were many skeptics, albeit mostly among individuals who felt it threatened their jobs.

But since it was free, even the most skeptical users couldn’t resist trying it. ChatGPT reached a record 1 million users in five days.

HelloScribe also adopts this tactic and offers a seven-day free trial on all plans. Most companies that offer free trials say they account for 10% of new sales.

Some people need a nudge to take action. Incentives like free trials are proven tools to convert hesitant prospects into paying customers.

3. Create Only a Few Pricing Plans

To optimize your pricing page for increased conversion, you must ensure a seamless experience for your visitors. One way to achieve that is to eliminate choice paralysis, which occurs when customers are overwhelmed with too many options.

An article from Behavioral Scientist supports this theory by explaining that when people have more choices than they desire, they can experience frustration, confusion, regret, dissatisfaction, and even choice paralysis.

That’s why you must limit the number of plans available to customers on your pricing page. The sweet spot for most SaaS companies is 2–4 offerings.

Take GitHub’s pricing page, which lists only three plans: Free, Team, and Enterprise. These limited options eliminate choice paralysis and simplify the decision process for potential customers.

4. Leverage Social Proof

TrustPulse estimates that 97% of consumers read customer reviews before making a purchase. Online reviews also increase the conversion rate by 270%.

Reviews and testimonials are the most valuable sources of social proof. They shape how people think about your business, so they are essential to optimizing your pricing page.

One brand that nails this element is SparkToro. Below the FAQs section, you can find reviews from satisfied users. What is great about these reviews is that they provide enough details to confirm that real users submitted them.

If you’re not leveraging social proof, you may be leaving money on the table.

5. Display Trust Badges

Want to increase your pricing page conversions? Show potential customers that you are legit. One way to do this is to display trust badges on your pricing page. They alleviate hesitancy, similar to social proof.

They alleviate hesitancy in a similar way to social proof.

According to Baymard Institute, 1 in 5 people abandoned the checkout process because they didn’t trust the website with their credit card information.

With trust badges, your visitors get the assurance that your site is legitimate and their information is secure.

Trust badges, however, are not limited to site security badges or payment icons. Logos of reputable companies you have served are also solid trust indicators. That’s what Grammarly has done. They display the logos of prominent companies like Zoom, Burns & McDonnell, and Hackerone to reaffirm their credibility.

6. Add a Chat Feature

Offering a personalized experience is another effective way to improve the performance of your pricing page. A chat feature can help you achieve this.

This interactive tool allows you to engage visitors based on their specific needs in real-time. You can then offer tailored recommendations, answer concerns, and even provide personalized discounts or offers.

Patch Retention’s pricing page is a prime example of how making the pricing phase more interactive can boost engagement and conversions. The chat feature enables users to ask questions and receive answers via text. That’s an incredible level of personalization and customer support that can help overcome buying hesitations on the spot.

To take things further, you can invest in an AI-powered or user-behavior-based chatbot. This bot can guide visitors through your site and answer their questions 24/7, like having a friendly virtual concierge at your digital doorstep.

When customers trust that they can reach you at any time, it increases their confidence in your brand and the likelihood of them becoming loyal, long-term customers.

The Bottom Line

Price is the most common sales objection. If customers don’t see how the product or service justifies its price, they hesitate to make a purchase. However, there are also scenarios in which buyers don’t have the money at that moment.

For these reasons, your pricing page should build on what led visitors to it. This is the essence of pricing page optimization: applying different strategies to reassure visitors and ultimately motivate them to buy.

There are many ways to optimize your pricing page, but the abovementioned tactics are good starting points.

That said, the key to optimization is to continue testing. There is no one-size-fits-all strategy, and what works for one brand may have a different effect on another.