Before you invest in pricing page design

We end up explaining this on discovery calls often enough that it deserved writing down. Before you spend anything on pricing page design, it is worth confirming a few things are already true.

The measurable part of design is whether people can find what they came for and act on it without hesitating. Write the reasoning down alongside the decision, because the reasoning is what changes first.

Prerequisites

• You can describe the outcome you want in one sentence
• Someone owns it after the work is done
• Hiding prices costs you more enquiries than it protects
• You have a way to tell whether it worked

Warning signs

Three options is usually the sweet spot. Getting it slightly wrong is survivable. Ignoring it entirely is not. Check it against what you would want a competitor's site to get wrong.

Say what happens after someone picks a plan. It is worth being explicit about, because assumptions differ quietly. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.

What this looks like day to day

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. Three things worth confirming about pricing page design before you move on:

• Someone can say what the current setup is without going to look
• Hiding prices costs you more enquiries than it protects — and you know whether that is true here
• There is a way to tell whether the last change to this helped

If you want a second opinion on how yours is set up, ask.