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9 little tweaks to pricing pages (that make a big difference) 💎
The latest pricing trends that everyone's loving right now
Hey! It’s Tom. ✍️ Today, I’m breaking down a collection of quick ideas to improve pricing pages. We won’t dive into finding the perfect price (my friend Thomas fromhas an excellent playbook on that); Instead, we’ll focus on the pricing pages. 🎁 If you’re into this type of marketing idea that includes a lot of tiny gems, drop me a comment 🙏
The latest pricing trends that everyone's loving right now:
1) ⛳️ Ultra-targeted logos for each pricing plan
It’s a smart move because it:
Instantly clarifies which plan suits the team (“Yeah we’re a bit like PandaDoc”).
Sparks hope that users can achieve the same level of success thanks to this product.
Boosts brand credibility with humble name drops.
2) 🥸 Fake pricing tiers with real costs
It’s a clever anchor: The unreal price on the left makes the actual price seem like small change.
3) 🏦 A ridiculously expensive pricing tier
E.g. Uber’s $3,000 Helicopter rides during its early days, or NUGGS’ $10,000 chicken nugget box.
This one is mostly used for social media attention and scoring some PR points. Plus, it also sets an anchor for everything else to look budget-friendly in comparison.
4) 🧪 Flip the order (expensive first)
Anchoring strikes again here (people read from left to right), but it’s also about Loss Aversion. In short, people hate feeling like they're compromising on quality, so they tend to lean towards the higher-priced options they’ve been exposed to before.
Also, consider the Center-Stage Effect1:
In horizontal choices, the middle shines. To put our desired pricing tier center-stage, consider adding extra tiers on both sides (check tips #2 and #3) or a simple "custom pricing, chat with sales" choice.
5) 💯 Satisfaction data
Trust me, it’s magic. We should sprinkle G2 reviews, Trustpilot scores, and Amazon star ratings wherever we can.
6) 🖱️ GIFs on hover
Most pricing pages include a feature summary for each plan. Now, the twist: make those features pop up in GIFs when hovering the mouse over them.
Why? To keep visitors rooted to the page, close to the checkout button. We don’t want them to wander off to understand features — keep them right where they are.
7) 📝 Serial Position Effect
In vertical lists, the 1st and last items are the most memorable2. So, we should start & end our pricing feature lists with the best of each plan.
Mix in the Peak-End Rule3, and finish the feature list with a unique, attention-grabbing benefit that boosts conversion. E.g. “Enjoy 2 months free” or "We'll personally guide you through onboarding" at the end of the feature list.
8) 🔻 Default discounts
Zapier goes annual discount by default. Monthly feels pricey in comparison.
Another trick: let visitors pick their discount. X% off a 2-month plan or 2X% off a 12-month plan. It gives control and nudges reciprocity. Discounts come their way, no matter the plan.
SparkLoop’s yearly plans jumped by 395% by doing this. It shifts the mindset from "should I buy multiple months?" to "how many months should I buy?".
9) 👋 Bye-bye, commas
$1599 looks cheaper than $1,5994.
P.S. If you can't reveal your prices (e.g., you sell to enterprises), you should absolutely have a “price-less” pricing page. People are always on the lookout for that pricing tab, and it's a great real estate to recap features and gather leads.
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In horizontal choices, the middle shines. Research: Kim et al (2019). Position Effects of Menu Item Displays in Consumer Choices: Comparisons of Horizontal Versus Vertical Displays. Cornell Hospitality Quarterly, 60(2), 116–124.
People better remember the first and last items in a list. Research: Ert & Fleischer (2016). Mere position effect in booking hotels online. Journal of Travel Research, 55(3), 311-321.
People remember an experience by its peaks and how it ended. Research: Kahneman, Fredrickson, Schreiber & Redelmeier (1993). When more pain is preferred to less: adding a better end. Psychological Science.
Prices seem cheaper without commas. Research: Coulter, K. S., Choi, P., & Monroe, K. B. (2012). Comma N' cents in pricing: The effects of auditory representation encoding on price magnitude perceptions. Journal of Consumer Psychology, 22(3), 395–407.