The single biggest pricing page mistake designers make (and how to fix it)

They go straight into the pricing section of the page.

You've probably seen a page like this before.

The headline literally says, "Pricing."

Followed by a pricing table.

And that's it.

Here's a simple way to improve your pricing page and increase your sales, based on 20+ years designing pricing pages.

Treat your pricing page like your sales page

If you don't, your pricing page will never convert as well as they should.

• Your competitors will continue to grab sales that your pricing page should have converted.
• Your team will have to spend more money on advertising to acquire the same number of customers.
• Your sales and support staff will continue to answer the same questions over and over.

But if you treat your pricing page like your sales page, you'll see an average increase of 10--30% more sales.

Here's how in 3 easy steps:

Step 1: Write a real headline

Don't say, "Pricing".

Instead, try these different approaches:

• A testimonial
• Call out the main benefit
• Call out risk-reversal (guarantees, free trials, etc.)

For example:

• "<Product\> has easily saved me 10 hours a week. It's my secret weapon to quickly <achieve result\>"
• On average, our customers save 10 hours per week. Now it's your turn...
• Save 10 hours per week, or your money back

Step 2: Add 3--5 killer bullet points

Bullet points continue selling.

You can use them to:

• Elaborate on your headline.
• Introduce other selling points.
• Reinforce the same idea in a new way.

Using the key benefit from step 1 (to save time), you can include the following bullets:

• Elaborate: "Do X, Y, and Z---all in a single click."
• Introduce other benefits: "Put out higher-quality work thanks to our proven templates"
• Reinforce: "Save time through automation (the secret to scaling) and stop manual mistakes"

Of course, all these bullets claim to help.

Your next step is to prove it...

Step 3: Prove your claims

Your headline and bullets are making claims. And your reader may not be ready to believe them.

That's why you need proof.

You can:

• Include testimonials
• Add relevant statistics (how much time/money you save clients)
• Call out social proof (e.g. number of 5-star reviews, famous clients, etc.)

An example before-and-after

The first image is the current page. See how it jumps right into the pricing?

The second image includes a headline, additional benefits, and social proof.

Try this approach on your pricing page. It often increases sales by 10--30%.

Any questions? Let us know in the comments. 🙂

And if you'd like more tips to improve your UX and sales, follow me on LinkedIn.