Your pricing page is crucial; it can significantly impact your business’s success.
Neglecting to enhance conversions on your pricing page means you’re potentially missing out on substantial revenue.
Through my work with OptinMonster, I have successfully helped numerous websites and online stores increase their sales and revenue.
Drawing from that experience, here’s a straightforward list of effective strategies to elevate your pricing page conversions by at least 30% starting today.
Important Note: This article is a guest contribution by Thomas Griffin, co-founder of OptinMonster, the leading tool for conversion rate optimization. We feature guest posts on CanadaCreate every second and fourth Thursday. This column is by invitation only, and we do not accept unsolicited guest post submissions.
In this article, I will discuss several key topics. Here’s a convenient list to help you navigate to the section that interests you the most:
- Encourage New Users to Experience Your Product
- Create Urgency to Drive Immediate Action
- Turn Abandoning Visitors into Paying Customers
- Showcase Social Proof
- Avoid Overwhelm by Preventing Choice Paralysis
- Use Tooltips to Briefly Describe Each Feature
- Categorize Features for Better Organization
- Enhance Trustworthiness
- Conduct A/B Testing to Enhance Conversion Rates
- Comprehensive Guides for Boosting Your Conversion Rate
1. Offer Incentives for New Users to Experience Your Product
Acquiring customers is the primary challenge for every eCommerce business, especially in the early stages. Many potential buyers hesitate to purchase from an online store they haven’t tried before. That’s why I recommend offering incentives to attract new users.
An incentive could be something as straightforward as a discount for first-time users. Major eCommerce platforms like Amazon provide significant discounts to welcome new customers.
To significantly enhance conversions on your pricing page, consider providing incentives for new users.
For example, look at Bluehost’s pricing structure. They prominently display discounted rates for new users alongside standard prices, highlighting the potential savings.
This strategy can effectively motivate prospective customers to take action and sign up.
Additionally, they direct users to a 36-month plan that offers an even larger discount. They also include a note stating that the discount applies only to the first payment, with renewals billed at the standard rate.
Steps to Implement This in WordPress:A simple way to provide discounts to new customers is by using a plugin like Advanced Coupons, which integrates smoothly with popular eCommerce platforms like WooCommerce.
Just set up a coupon condition for first-time users, allowing you to give discounts exclusively to those who haven’t placed any orders before.
Advanced Coupons also enables you to create various discount types, buy-one-get-one (BOGO) deals, and loyalty programs for your online store.
For more information, check out CanadaCreate’s review of Advanced Coupons.
2. Create Urgency to Encourage Immediate Action
Establishing a sense of urgency is a popular tactic used by leading eCommerce brands, yet many small online stores overlook this effective strategy.
One of the simplest methods to instill urgency is by using a countdown timer.
Countdown timers are effective.
For example, Reliablesoft.net, one of our clients, saw an immediate 20% increase in sales just by adding a countdown timer.
How to implement it in WordPress:You can easily incorporate a floating countdown timer on your site using OptinMonster.
It’s as straightforward as dragging a block onto the design screen of your campaign and configuring the timer.
3. Turn Abandoning Visitors Into Paying Customers
Did you know that 70% of visitors who leave your pricing page never come back?
This means that most of your digital marketing efforts are wasted unless you implement a strategy to engage visitors who abandon your pricing pages.
There are various strategies to convert users who leave your site into paying customers. Here are two effective methods I apply across all my websites to minimize pricing page abandonment:
Method #1: Set Up an Automated Email Abandonment Campaign
This approach is effective when a customer leaves their cart after providing their email address during the checkout process.
You can capture this email address and follow up with them to finalize their order through an automated email campaign.
In WordPress, the simplest way to create a cart abandonment email campaign is by using FunnelKit.
FunnelKit offers a comprehensive library of email automation workflows, including those specifically designed for abandoned carts. These workflows come with pre-written content, timing intervals, objectives, and more.
If you seek greater control over your email abandonment campaigns and wish to expand your email list, consider using a dedicated email marketing service like Constant Contact.
If you prefer to engage with visitors after they leave your site through push notifications rather than emails, consider using a service like PushEngage.
Here’s an example of a push notification designed to encourage users to finalize their purchases.
This approach will only be effective if customers opt in to receive push notifications on your site before they abandon their cart.
For more information, explore several methods to recover abandoned cart sales in WooCommerce.
Strategy #2: Implement an Exit Intent Offer
A highly effective tactic to decrease pricing page abandonment is to present an exit intent offer.
Exit Intent is a feature from OptinMonster that triggers a popup precisely when customers are about to leave your site.
One of our clients provides an extra 10% discount to users who return to their shopping cart through an exit intent popup.
When a user accepts the offer by clicking ‘Apply Discount’, they will be directed to the WooCommerce coupon URL created earlier, which automatically applies the additional discount.
If you prefer not to offer an additional discount, you can simply inquire about their reason for leaving and encourage them to reach out for support via a contact form.
4. Showcase Social Proof
Research shows that 98% of website visitors leave without making a purchase, and 70% of them never return. One key reason for this is a lack of trust.
This highlights the effectiveness of social proof, as 92% of individuals trust recommendations from their peers.
Displaying customer testimonials on your pricing page is highly effective because it shows potential buyers that others trust and use your product, as demonstrated on this website.
You can also showcase live, verified customer activity at the bottom of your screen.
This approach leverages the psychology of ‘fear of missing out’ (FOMO), which can increase conversions by up to 15%.
Implementation Steps:You can easily add FOMO to your website in just a few minutes using TrustPulse. It is the top social proof plugin for WordPress, and setting it up is straightforward.
5. Avoid Choice Paralysis
Choice paralysis is a significant factor contributing to low conversion rates on many pricing pages. Some pricing pages are overly complex, leaving customers unsure about making the right choice.
To combat this, ensure your pricing page is clean, clear, and simple. Emphasize the most popular plan or the best deal, and present the plan features in an infographic or table.
When users see what plans are popular, they can make informed decisions about which option suits them best.
Some websites provide a quiz or questionnaire to help customers clarify their needs and determine the most suitable plan.
Steps to implement it in WordPress:You can design attractive pricing tables using a plugin like Easy Pricing Tables.
Begin by selecting a template that matches your desired aesthetic, then personalize it with your plan details. Remember to highlight one plan as featured or most popular.
Alternatively, you can utilize a page builder like SeedProd, which offers visually appealing pricing table blocks that you can easily drag onto your pricing page.
Ensure you access the plugin’s Advanced settings tab to adjust the pricing block’s font, button color and size, and hover effects, making the recommended plan stand out.
6. Provide Brief Explanations for Each Feature Using Tooltips
While keeping your pricing page straightforward can prevent information overload, some users may still seek more details about specific features or products. How can you provide this information without complicating things?
This is where tooltips are useful. Tooltips offer additional information to customers who are interested.
Hover-triggered information snippets provide additional details without cluttering the user experience. Beaver Builder excels at this with its pricing table.
A tooltip can deliver a concise text explanation or even include images and other rich content.
Implementation Guide:You can easily integrate tooltips into your WordPress site using a free plugin like WordPress Tooltips. The setup is straightforward, but be cautious not to overuse tooltips, as they can become distracting.
Invest some time in enhancing your tooltips. Select fonts and colors that align with your website’s branding, and customize the content to reflect the specific feature.
Finally, avoid placing critical information in tooltips. Important details should be prominently displayed on the main page, while tooltips should provide supplementary information for users seeking more.
7. Categorize Features Effectively
Many products and services come with numerous features. To help customers make informed decisions, it’s essential to list these features on your pricing page, even if it adds some complexity.
However, simply listing a long array of features won’t be effective. The most effective feature lists are organized into a few categories, making the information easier to understand.
Zendesk provides a great example by allowing users to easily compare and assess plans based on their specific needs and business requirements.
Each feature is clickable, functioning similarly to tooltips. When clicked, a popup appears with additional information about that feature.
Like tooltips, these links keep users on the pricing page, increasing the likelihood of conversion.
Implementation Steps:When applying this strategy, take time to identify categories that will assist your customers in making informed decisions.
Review the categories used by your competitors for inspiration.
Ensure that the plans are arranged progressively, with fewer features on the left and more comprehensive options on the right.
8. Enhance Customer Trust
Building customer trust is crucial for boosting conversions. Online shoppers worry not only about receiving a subpar product but also about the safety of their personal and financial data.
In my experience, offering a money-back guarantee is an effective way to foster trust, as it minimizes risk for customers and can lead to a 15-30% increase in conversions and sales.
To enhance customer confidence, it’s essential to modify your pricing page. A great way to achieve this is by showcasing privacy and security badges.
This is crucial because online payment fraud has surged threefold over the past ten years, with 54% of online shoppers encountering fraudulent or suspicious activities. It’s understandable that they are cautious.
Services like WooCommerce provide trust badges that can enhance your website’s credibility and reassure users of secure transactions.
Implementation Steps:Depending on your requirements, you can display trust badges by adjusting WooCommerce settings, utilizing a plugin or theme, or incorporating code into your online store.
You may be surprised by the variety of badges available. When implemented correctly, this can lead to a 15% increase in overall sales.
9. Conduct A/B Tests to Enhance Conversions
You may be curious about how to assess the effectiveness of the modifications made to your pricing page. A/B testing is the solution.
My team and I regularly employ A/B split testing to determine which version of a pricing page or landing page yields the highest conversions. This ensures we select the option with the best performance.
Implementation Steps:Explore a comprehensive guide on CanadaCreate that provides detailed instructions for conducting A/B split testing in WordPress.
Begin with minor adjustments to your pricing page, as this makes it easier to identify which version leads to higher conversions. For instance, start by testing variations in your headline or call to action (CTA) before implementing more significant changes.
Ensure that you run the test for a sufficient duration to collect enough data for accurate conclusions and to identify any variations in traffic.
Utilize the insights gained from your tests to make additional modifications and continuously enhance your pricing page for improved conversions.
Expert Guides for Boosting Your Conversion Rate
I hope these insights have helped you understand how to increase conversions on your pricing page. You might also find these CanadaCreate guides on enhancing your conversion rate valuable:
- Advanced Strategies for Creating High-Converting Landing Pages in WordPress
- Effective Landing Page Examples That Drive Conversions
- Common Reasons Why Your WordPress Visitors Are Not Becoming Customers
- Tips for Enhancing Organic Click-Through Rate (CTR) in WordPress
- How to Implement Cookie Retargeting in WordPress for Customized On-Site Messaging
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