Your subscription pricing page is the “will they or won’t they”-lever for conversions. A lot rides on it but for it to work, it’s all about simplicity and transparency – with a little dash of design magic. Read here, what turns your pricing page into a conversion driver.
Your subscription pricing page: simple at the top, detailed at the bottom #
It’s a delicate balance to be transparent with your pricing and plans without overwhelming customers with too many details, numbers and footnotes.
A tried-and-true approach follows the logic of news writing: you start with the most important information and then work your way through the more complex details.
How does that look on a page? Add a very simple overview of your plans at the top of the subscription pricing page and then follow it up with feature comparisons, FAQ, rates and fee documents (if applicable) and more.
Your subscription plan overview
A typical approach for streaming, media and SaaS companies are two to three plans. Many companies work with the good-better-best model:
- Good: A very basic plan with a limited set of features at a very attractive price
- Better: A standard plan with all important features for a medium price
- Best: A “luxury” plan with extra features, more user accounts or special service level agreements at a higher price
Offer annual and monthly payment options #
A customer that subscribes to an annual plan gives your company a lot more planning and revenue security which is why so many annual plans come with a generous discount. An annual plan makes sure that your customer lifetime value is at least a year long.
Especially if many of your monthly customers churn before 12 months are up, you’d want to increase the number of annual subscriptions.
Which users prefer which payment cycle?
Annual
Usually used for price-sensitive customers that don’t need to be convinced of your product or service but are confident that they will use it for that amount of time. Annual subscribers provide a lot more security and revenue stability.
Monthly
Usually used for price-sensitive customers that also value flexibility (e.g. because they switch between different providers or want to test out the subscription before committing to an annual plan).
Add demo and free trial options as next steps #
The subscription pricing page is usually one of the last steps a customer takes before they make a purchase decision. However, it can also be part of the research phase for a short- or longlist of options.
In any case, offering potential customers next steps helps you move them further towards a purchase decision. There are different next steps you could offer but be aware that these should all lead towards conversion.
- Free trials
- Freemiums
- Demo meetings
- Interactive demos
- Webinars & product videos
Highlight the best deal #
A simple design trick can help you highlight the plan you want your customers to subscribe to.
Mark your best deal with a contrasting frame or tag with a small info such as “best deal”, “our customer’s favorite”, etc. It needs to be visually highlighted and ideally in the middle of the page, to draw the eye (and make comparisons between the cheaper and more expensive option easier).
Keep the design simple #
Speaking of design. It is an integral part to your subscription pricing page, because clarity and transparency also depend on the way your page-layout is structured and how easy it is for page visitors to see everything important at a glance and navigate through the page to find the information they need.
Simplicity is important. Yes, you should highlight the “best” plan or price. Yes, you should have call-to-actions. Yes, you should have feature comparisons and more. But all these elements should not overwhelm the visitor. Contrasts should be used sparsely to highlight the most important things.
Remember: if everything is highlighted, nothing is highlighted.
Try to work with your web designer to create an information hierarchy the design should follow. Try not to add too many different fonts, colors and shapes, otherwise the page visitor might miss the forest for the trees.
Increase your conversions with Frisbii #
Frisbii is your recurring revenue management platform that makes it easy for you to set up your plans, generate a no-code subscription pricing page and go live in no time. On top, we offer numerous features such as an included payment gateway, KPI dashboards, predictive analytics (e.g. a Pricing and a Churn Lab), as well as usage-based billing, discounts, coupons and more.
Sign up for free and take a look at our intuitive platform.
Or set up a demo and talk with one of our experts about your requirements, use cases and business goals.
