New Call-to-Action

Free eBook!

pi blog callout

Download Now!

Subscribe by Email

Your email:

Current Articles | RSS Feed RSS Feed

3 Design Tactics for Software Pricing Optimization

 

This article is a guest post from Nick Beske, the lead creative and founder of Point Click Productions, a design and marketing agency focused on helping small businesses make a big impact. 

Clicking on an ad for a product or service you're interested in, you stumble upon a landing page with three different products at three different prices. You quickly scan the list and make a choice: all by yourself. Think again. Odds are, the colors, sizes, and placement of the price you chose were all carefully selected by a brilliant graphic designer.

Design can play a huge role in subliminally suggesting price options to consumers, and to your pricing strategy as a whole. Price Intelligently already covered some general tips and tricks for software pricing pages in their pricing page blog post. Yet, we'd like to dig a bit deeper and show you how you can make a design element, such as a preferred price option, stand out to customers with a few simple tricks.

pricingpageoptimization resized 600

Color By Number: Utilize color to guide users to your optimal products and tiers

You can't have a conversation about design without voicing opinions about color. Color theory is a psychologist's pillow talk. Warm colors increase energy; cool colors evoke feelings of calm and meditation. Green makes people hungry. Blue makes them feel full. Is there any evidence to support this? Actually, there is, but you don't really want your pricing strategy to make people's stomachs start growling. Instead, you want to draw the eye to the preferred pricing bracket for your products and services.

Primary colors, that's red, blue, and yellow for all you Art 101 dropouts, are the colors generally thought to be the most eye-catching. A website filled with just the primaries, though, will look like a crayon explosion. Instead, we recommend a color technique known as "split complementary." Complementary colors are colors opposite from each other on the color wheel: red and green, blue and orange, and yellow and purple. Instead of using just these two colors, choose a primary color and surround it by several hues from the opposing side. This technique will make your primary color pop off the page, emphasizing whatever text you choose.

Take a look at Zcope for an interesting example of this concept. Where does your eye dart? 

Screen Shot 2012 12 17 at 11.45.12 AM resized 600

Is Bigger Really Better?: Subtly differentiating the size of target tiers/products

There's a lot of disagreement in the design industry about size. Some designers will swear up and down that the bigger the font or banner featuring a price option, the more likely a customer is to examine and choose that option. Others will roll their eyes and say that customers are not so easily fooled. From a purely psychological standpoint: yes, a bigger font and banner will attract more attention. There's a fine line, however, between big enough to attract attention and so enormous that a customer feels like you're trying to pull a "fast one." Happy, middle ground: that's what we're after.

Shopify is exceptionally subtle with their size differentiation here, but I guarantee you that tier at least gets more clicks, if not more full conversions. 

Screen Shot 2012 12 17 at 11.48.10 AM resized 600

The Lazy Eye: Centering ideal products yields results

Here's something you need to know about the human body: it's a machine, and a very efficient machine, at that. In fact, you might go so far as to say the human body is so efficient it's practically lazy. If the body can skip over an unnecessary task, it will. If the brain can come to a conclusion with minimal data input, it will. If the eye can focus on a price that seems reasonable without having to rove around a webpage, it will.

The "lazy eye" can be a web designer's best friend. When you're designing a website that offers multiple products or services in different pricing brackets, put the preferred pricing option smack dab in the center of the page. The eye immediately absorbs the information that's right in front of it. So, your preferred pricing option is ideally the one seen first by the eye.

Shopify above employed this method with that iteration of their page, combining it with nice color differentiation. Take a look at Basecamp below. There's a clear plan meant just for you. 

basecamp resized 600 

 

Now, we're not suggesting that you're going to fool anyone with this technique. Customers are going to see all your pricing options, and shrewd consumers are going to choose a pricing option that they think is best. Subliminally, though, you will be affecting the customer's decision. Because the center option is likely to be seen first, customers will assume the middle pricing option is the most popular, the most recommended, and maybe the most likely to suit their purposes.

In all, design is exceptionally important to your pricing strategy, because it buttresses your entire pricing page. Just like pricing though, design is a process, something that needs to be tweaked, adjusted, and updated over time to suit anf fit your customer's needs and values. 

To learn more, check out our Pricing Strategy ebook, our Pricing Page Bootcamp (it’s free!), or learn more about our price optimization software and solutions. We're here to help!

 

Comments

This is interesting! I enjoyed reading your great post.Thanks for the valuable information and insights you have shared here.
Posted @ Monday, June 16, 2014 2:58 PM by Webcreation - Web Design Services
Saddle bag has done for omega replica them.But the omega replica has amorphous to accumulate aback the acceptance the cast has been accepted for,alms a avant-garde blow to a abreast vibe.The omega replica is advised with bland grained covering and a annular logo-engraved silvertone omega.The handles are what brings the attention.It is an contrarily simple dior replica bag but again catches your absorption with the avant-garde blow of the annular handles.There are pintucked gathers on the foreground and aback to accord the bag the absolute bulk of volume.Knowing that they had to do as abundant as they can to absolve the price,Dior added a ambiguous clamp which is absorbed to hermes replica a covering band inside.This clamp can be larboard central or removed to be agitated separately.The clamp is beautiful abundant to angle on its own and beautiful abundant that I would buy it alone in gucci replica the store,admitting it will not be offered separately.While the articles are just replica of the originals,the superior aberration is not huge.In fact,it is alone the architect that is different,but the appearance,the awareness and the abstracts are about the same.
Posted @ Thursday, August 07, 2014 2:53 AM by miniu
Hope is truly the driving force in us all. Finding someone you believe in, and who believes in you, braids that hope into success...
Posted @ Monday, August 11, 2014 8:15 AM by Press Release
Post Comment
Name
 *
Email
 *
Website (optional)
Comment
 *

Allowed tags: <a> link, <b> bold, <i> italics