- eCommerce

Perfecting the Price Page

Tips and Tricks for the Best Price and Product Pages

Pricing pages can cause a lot of anxiety for those designing a small business website. How dominant should prices be? Will prices that are too high scare away customers? How can customers be convinced that the price is worth it?

Ultimately, though, products and services have a set price, and if a customer is only willing to spend a certain amount, obscuring the price until later will do little to change their mind. Because purchase price has such an effect on the consumer, it is important for eCommerce to clearly and simply display prices and pricing plans for the ease and convenience of the consumer.

Pricing pages are one of the most difficult pages to build because they must capture a high amount of information and present it clearly without overwhelming the consumer. Read on for tips on how to create an excellent pricing page along with examples of websites that embody these best practices.

Perfecting the Price Page

Make Prices Easily Visible

Customers should not have to go hunting for prices. Display them clearly and, when it’s not overwhelming, in multiple places. They should be in high contrast, readable colors and fonts for maximum understanding.

For retail sites, always list the price next to the product, especially when an “Add to Cart” button is featured. If there is a discount or range of prices, these can also be conveyed here.

On SaaS or other service sites, including a pricing tab in the header or navigation bar so visitors can quickly find it once they have gathered enough information to start viewing pricing plans, like in this example from TransUnion’s ShareAble for Hires:

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Obscuring or omitting prices can only scare away prospective customers. People want to know what something will cost, and failing to provide that information may not even entice them to stay long enough to figure out if the established price is worth it. For new businesses especially, setting price points is a tricky task that may need to be assessed and tweaked over time. Referral Candy has a great resource for establishing prices for an eCommerce store. Being transparent about prices is essential to good eCommerce customer service, and omitting it only makes customers concerned that it really is too expensive.

Offer Price Comparison Visuals

Consumers tend to think that any price is too expensive unless they have the context for comparable prices and the value of the product overall. This is sometimes called price anchoring, which Bonza Marketing discusses in this article. Establish this context for visitors by creating a table showing what is included in different service packages and at what price, like in this example from Wufoo:

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On product sites, businesses can establish price comparison by listing original or competitor prices and crossing it out to emphasize the lower price, like in this example from ModCloth:

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Prices always need to be the most up-to-date on product pages and anywhere else they are displayed. This goes in both directions – if a price increases or a sale or discount ends, that change must be reflected to avoid a sudden increase when the customer checks out, possibly losing a sale. Likewise, if a price decreases or a discount begins, update that information immediately to capitalize on the conversions it will lead to.

Guide Visitors to a Decision

When listing price comparisons, highlight the recommended or expected package or product for consumers to purchase. Faced with so many options, consumers can suffer from price fatigue and skip purchasing something entirely rather than have to make that final decision. Some companies may highlight their most popular plan like PlanGrid does:

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This can also be displayed as a “recommended” or “best value” plan.

On retail sites, offering a bundle or a discount for groups of products is a great way to display this. If customers are unsure of whether one product or another is best for them, packaging a few similar or complementary products together with a slightly reduced price for purchasing them together helps in both price comparison and consumer decision-making. Running Buddy does this with their “super saver” bundles:

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Here, they list the total cost for buying each of these items separately, which is crossed out to emphasize the much lower price for purchasing both products together. This establishes the context for price comparison while also helping consumers who may be comparing two products decide to just get both of them. To read more about product bundling, check out this resource from Skubana.

Don’t Overload Consumers with Information

Building an effective eCommerce site is all about balance: consumers need to have easy access to all the information about a product or service, but they need to determine what information to access and when. Too much information all at once is overwhelming, but too little is frustrating. Both of these scenarios lead to fewer conversions.

Colorescience is a great example of this balance: their category pages display a scrolling list of featured products, but each entry displays only the product image and name, the price, and the rating. Visitors can then click on the product to learn more about it.

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Pricing pages are undoubtedly one of the most challenging elements of a high-converting and highly profitable eCommerce site. In designing these pages, keep customer needs in mind at all times, and make it as easy as possible for them to make the decision to purchase. Make prices clear and easily accessible at all times, and ensure that additional information is also readily available. Take care not to provide too much information, but rather provide just enough to slowly draw visitors in to learn more about the product and gradually entice them to make a purchase.

When done well, pricing pages are not the intimidating element that so many eCommerce sites fear, but are rather the most powerful tool to increase both conversions and profits.


Author Bio: Cat Nilsson is a Managing Editor at 365 Business Tips. She is an expert in guest blogging for business’ and content marketing. She enjoys writing on a plethora of topics, from SEO to social media.

Perfecting the Price Page

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