Pricing page best practices cover

In my last blog post, I told you why it pays (literally!) to put your prices on your business website. (Haven’t read it yet? You can find it right here.)

But the last thing you want is to have people land on your website, fall in love with your product or service, yet peace out once they see your prices (either on your product page, service page, or pricing page).

So here’s what you’re probably wondering:

“How do I actually present my prices in a way that convinces people to click ‘buy’ instead of scaring them away?”

Don’t worry—I’ve got you covered!

Because in this blog post, I share 5 pricing copy secrets that have been shown to boost sales.

Ready to find out what they are? Let’s get to it!


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Secret #1: Name packages or options based on customer segments

If you offer packages, services, or products that are geared toward customers at different pricing tiers, choose names for them that reflect the target customer segment.

For example, if you sell subscriptions to an online graphic design tool, you might name your subscription options “solo,” “team,” and “enterprise” to match the type of customer you’re targeting.

Alternatively, if you sell social media management services, you might use the names “basic,” “pro,” and “premium” to match clients with different needs.

When you name your packages or products like this, it makes it easier for potential customers to identify the one that’s right for them. And when people see the fit between their needs and a product or service more quickly, they’re more likely to click “buy.” That’s why Bidsketch experienced its largest jump in monthly revenue when it started using this tactic.

Example: Mailchimp uses the names “free,” “essentials,” “standard,” and “premium” to help customers identify the plan with the level of features they need.


Mailchimp pricing plans


Secret #2: Use charm pricing

This pricing page best practices is all about taking advantage of psychology to boost conversions. Specifically, it’s about ending a price with the number “9.” Many studies show that prices that end in “9” convert better than prices with round numbers. In fact, a study by Gumroad even suggests that using charm pricing can double conversions. Not bad, right?

In other words, an iPhone light will sell better if it’s priced at $24.99 instead of $25.00. And an online watercolour painting course will get more sales if it’s $299 instead of $300.

Related: 13 motivational emotions that convince people to click “buy” + free list of 476 power words

Example: Notice how the prices for Tailwind’s Pinterest and Instagram plans both end in “.99.”



Tailwing pricing


Secret #3: Identify your “most popular” package or product

If you have different pricing tiers or packages for your product or service, add a “most popular” label to the option that serves more of your customers than the others. For most businesses, this ends up being the middle-tier option.

Why does this pricing page best practice work? It reduces confusion for customers by clearly identifying which option will probably fit their needs the best. It also boosts sales of this package or product option.

Related: Why your copy needs emotion—no matter what you sell + free list of 476 power words

Example: Canva uses a yellow “best value” header and a crown icon to identify its best plan.



Canva's pricing page best practices



Want a services page that gets you more clients and makes you more money?
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Secret #4: Choose the right CTA language

This is one pricing page best practice that you definitely can’t ignore. After all, if you want to actually sell your services or products, you need to give people a way to do it, right?

But here’s the thing: It isn’t enough to just have a call-to-action (CTA) somewhere on your product, service, or pricing page. You also need to use the right wording in it if you want to maximize conversions.

Specifically, data shows that words like “submit” and “buy now” don’t perform well because they’re too generic.

The right words for your page will depend on the specific action you want people to take next. But as examples, options like “get started” “add to cart,” or “start trial” work well because they’re more specific.

Related: How to write a strong call to action for your website + free cheat sheet

Example: Leadpages’ CTA buttons feature clear and specific CTA language.


Leadpages' pricing page best practices


Secret #5: Include an FAQ section

Some people will be so in love with your product or service that they’ll buy it without reading much of your sales page. But most people will have objections (e.g., fears, doubts, or uncertainties) that will make them hesitate.

How do you deal with these objections head on? By including an FAQ section below your pricing information. This pricing page best practice allows you to address key questions or concerns that people might have before they stop people from buying.

The specific questions that you include in your FAQ section will depend on your product or service and audience. But in any case, you’ll want to base them on key questions that your audience usually has about your product or service. You’ll also want to think about any question someone might have as they read your product, service, or pricing page.

Related: 9 copywriting secrets to write better sales pages + free list of 100 copy phrases

Example: Miranda Nahmias includes an FAQ section to address objections on her blog post sales page.


Nahmias FAQ


Bonus secret: Use price anchoring

I want to give you an edge over other businesses in your niche. So I’m throwing in a bonus pricing copy secret: use price anchoring.

When you use this pricing page best practice, you present a more expensive service or product first. Then you show a cheaper option.

For example, Convert orders its subscription plans from most to least expensive.


Convert's pricing page best practices


Research shows that people see the same price as being more of a deal or bargain if they first see a higher price. So in Convert’s cases, the $879/month and $699/month plans seem less expensive when the most expensive plan ($1899/month) appears first.

A study by ConversionXL also shows that people are more likely to buy more expensive packages or products when they’re placed first (or closest to the left).

If you browse the web, you’ll find that most businesses list packages or plans in order from least to most expensive. But the data shows that by ordering your packages or pricing tiers from most to least expensive, you can potentially boosts sales of both cheaper and more expensive options.

Of course, as with any online marketing tactic, it’s important to test different ordering options to identify what YOUR audience responds to best.


Test These Pricing Page Best Practices

If you want to sell a product or service, it has to be something that meets your audience’s needs. And the price needs to fit your ideal customer. But even if your website checks both of these boxes, it won’t convert if your pricing copy isn’t right.

The good news is that you can boost sales on your product, services, or pricing page with just a few small copy tweaks. Use the pricing page best practices I’ve shared above to test different copy tweaks and find the ones that have the biggest impact on your audience and conversions.


Want a services page that gets you more clients and makes you more money?
Download my ultimate services page copy template + full example.

Send me the template





Do your prices get people to click “buy” or scare them away? Learn 5 pricing copy secrets that boost sales on your website + grab my services page copy template & example.

5 pricing page copy secrets that boost sales + Free services page copy template & example

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