How to get pricing page design right
This is one of those topics that looks small until it costs you something. The short answer to pricing page design is that it is mostly a sequence of small decisions, not one big one.
The measurable part of design is whether people can find what they came for and act on it without hesitating. It is the sort of thing that looks like polish right up until it costs you an enquiry.
Why it matters
Hiding prices costs you more enquiries than it protects. The reasoning matters more than the rule, because the rule has exceptions. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.
The steps
- Establish what you have today before changing anything
- Three options is usually the sweet spot
- Say what happens after someone picks a plan
- Write down the decision so the next person does not re-litigate it
Say what happens after someone picks a plan. That sounds obvious written down. It is still the thing most often skipped. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.
Where to go from here
How to tell if yours is fine
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
- Say what happens after someone picks a plan — and you know whether that is true here
- There is a way to tell whether the last change to this helped
Worth checking on your own setup before it becomes someone else's problem to fix.