Which are the main reasons they show in your pricing page and how to mitigate them easily.
While determining a product price is not the job of a CRO agency, it can for sure help reducing friction and guide people towards the right direction.
The pricing page is one of the most critical steps during the customer journey.
It’s our responsibility to address Fears, Uncertainties and Doubts, so this process continues smooth and frictionless.
In this post I’m gonna talk about the best practices to build a pricing page that leads people direct to the conversion while mitigating FUDs.
WHAT ARE FUDs?
Whenever you ask for personal data or, in this case, money, there are always barriers you need to minimize.
Here is when the Fears, Uncertainties and Doubts come along.
To anticipate all those objections is the best way to overcome them.
People have tons of doubts before making a decision, such as What if it’s not what I’m looking for?; I don’t think it will work in my case; Why this is so expensive, or so cheap?, and so on.
WHAT CAUSES FUDs IN THE PRICING PAGE?
For instance, when the page is overload of information, is hard to compare plans and have almost unlimited choices people bounce.
Something like this:
It needs to include more than just the features and prices of each plan.
They need to address every objection that your customers have while considering your product as a solution for them.
We can summarize the causes of the FUDs into these pinpoints:
- Hard-comparing plans.
- Too many choices when comparing plans.
- Who is each plan for?
- Not addressing customer’s main objections in the page.
- Not managing expectations about what is going to happen next.
- Not including social proof.
HOW TO ADDRESS FUDS IN THE PRICING PAGE?
1. Easy to compare
When looking for a solution, customers know already what they want on a product.
At this point in the comparing process they come along with a lot of information. So you win if you are able to simplifying your offer.
I like the way campaigner.com do this:
They show their 3 plans, prices and only with 3 features that, after a customer research they found are the most relevant.
In 5 seconds, you understand each plan, the pricing, and the core features that differentiate them.
But of course, if you want to dive deep more in the plans and features you can do it below:
2. Help people choose a plan
–>Which is the right plan for me?
That is the question that needs to be answered for the customer.
The first step to help people choose a plan is, as I mention before, make it easy and clear to compare.
Furthermore you can add a text that empathizes with each type of customer.
Check out Shopify’s pricing page. It is not only easy to compare, but they also specify which type of business each plan is best for
3. Trust and security
I mentioned earlier that one of the causes of FUDs is not including social proof.
People need to confirm that they are not the only ones buying a product; that their sensible data is gonna be safe; that they will be able to cancel their subscription any time easily; etc.
You can show client logos and also testimonials that reinforce the trust of people who visit the page.
Both elements here into Aircall price page.
Address every single objection that your customer could have.
Speak with sales, support or the onboarding team to get the most relevant barriers and anticipate them in the pricing page.
What happen next?
Manage the expectations about what is going to happen after they choose any plan.
Set clear expectations in the CTA and include extra information such as “cancel any time“, or “you will not be charged during the free trial“, etc. You get the point.
This example of omnisend stands out to me because they manage the expectations right in the header.
Take aways…
From here, you will have to do your own testings and discover what works for you and what not.
It is always crucial to know your customer like back of your hand.
Interview them, get feedback directly from them or interview the ones who have direct contact with them: sales team, onboarding, support.
There you will find the source and it will serve as your guide to address Fears, Uncertainties and Doubts.
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