You may have seen pricing tables, or product comparison charts, on websites before. You went to sign up for a product or service and you find they have several options to choose from. If the pricing table has been designed well it should be clear which option they want you to choose – in most cases this is their most profitable product.
But it’s not all about the supplier – pricing tables have benefits for consumers too. Often they help simplify the decision-making process, allowing you to easily compare packages to find the one that’s right for you.
Understanding pricing tables, or what makes for an effective pricing table, can help you make smarter choices as a consumer but is also invaluable if you sell online. You can benefit from the experience and testing of other online retailers to develop the best pricing table to showcase your products and maximise your sales.
Know thy customer: What features are important to them?
Before you can start building your pricing table you need to know the market, and what prospective customers are looking for. Here are some ways you can learn what your prospects are interested in when comparing your products:
- Check out competitor websites – Stand on the back of the research already done and browse the type of features your competitors are talking about. If nothing else it will make it easier for shoppers to compare your product with what everyone else is offering.
- Review customer questions – What types of questions do you get from customers? Chances are, these are the exact things they’re most interested in (and can’t find the answer to on your website). One question we often get about our website packages is the cost of adding more pages since a lot of providers charge per page. So we make a specific point of mentioning there is no charge for extra pages on the actual pricing table.
- Check review sites – There are websites out there that present themselves as independent product comparison sites, normally for things such as utilities or insurance. Sometimes they’re not as independent as they’d like you to believe but that aside they help you figure out what features you should be discussing on your own pricing table.
When you’ve decided which features you’ll be highlighting it’s time to think about the best way to present that information.
Clarity is your friend – Keep comparison tables simple
Something that should be obvious to most us online marketing types by now is that internet users are neither patient or generous with their time. This fact is seen in that Vine, a service which limits uploaded videos to six seconds is becoming incredibly popular, since these days no one has time for a 3-minute video on YouTube. This means your pricing comparison table needs to be brief – so trim it down. And when you’ve finished trimming it down, trim it down some more. You’ll see from the examples we’ve shown below that it’s very much a greatest hits collection, and no more. Sure you have a lot to say about your products but this is not the place.
Your sole objective is to keep them moving forward in the buying process, preferably your ‘recommended’ choice.
This means only show information relating to that objective – what of the features customers are interested in will make your upsell successful? What makes this product, or any of your products really stand out from your competition?
Use layout and design to influence choice
It’s not just careful and concise copy that can persuade visitors to become customers. Visual design is a key part of ‘directing’ traffic on your site – colours, shapes and layouts can draw the eye and attract attention where you want it. See how the examples below are using visual effects to choose their choice.
You can quickly see some common techniques used – promotion of the preferred choice, very concise feature lists and a clear path to the next step.
If you need help building your own pricing table let us know. We have experience with copy and online marketing that can fine-tune your pricing comparison table.
One final word – make sure you test your techniques – try different versions and tweak your table design and copy. Measure the results using analytics and be prepared to update as needed.