One of the most effective things you can do to help a customer buy from you is help them choose what to buy.
When you have multiple options for them to consider, the best way to help them make a decision is to communicate the differences between the various packages with a pricing comparison table.
Here are 20 of the best designed pricing comparison tables that will inspire you to create your own.
Aweber has done a good job of taking a complex pricing model – with monthly, quarterly, and yearly options coupled with subscriber pricing – and communicating it in an easy to understand way. They also simplify it by giving you the only option of signing up for just $1.
Basecamp actually has five account options but they emphasize the three most expensive ones. When you hover over the details, they give you a more in-depth explanation so you can make an educated decision.
DIYthemes has a simple pricing comparison table for the Thesis WordPress theme. Obviously, they encourage you to sign-up for the Developer’s Option by putting it on the left and making everything larger.
As soon as you see the Formstack pricing table, your eye is drawn to the Professional plan. Every other option is grayed-out while their most popular plan is their signature green. Also notice how the “Sign Up” button is larger, a different color, and the bottom of the button lines up with the rest of the table.
Similar to Aweber, FreshBooks has a pay-as-you-grow pricing strategy where you pay more as your business can afford it. No matter the plan you want, every customer signs up for their free trial.
Contrary to HostGator, LightCMS has a gorgeous pricing table. Notice how they emphasize the features by bolding and enlarging the specifications so it’s easy to compare.
PopUp Domination also has a beautiful, yet simple pricing table with images, shadows, hover-overs, fancy typography, and bold red lines through the original price as savings reminders to encourage you to pay before the price goes up. Also notice how they split their plans up based on number of websites. If I’m an organization, I know which plan is best for me right away.
Shopify has, perhaps, the best designed pricing comparison table on the internet. Every option starts with a free trial which makes the decision simpler for their users and there are eight different places they can click to get started.
Which one do you think WooThemes would like you to sign-up for? Their table does a good job of communicating the differences between the various options and it’s obvious they want you to click the “Find Out More” button.
Wufoo has a notoriously swanky pricing comparison table. Unlike most tables, from left-to-right, they list the most expensive to the least expensive. This makes you look at the free option as the last resort rather than the starter package.
Our friend, Adam Horwitz, has done a wonderful job with his pricing comparison table at YepText. Headline, price, features, and call-to-action. Plus, they have even more pricing options if you click, “More Plans Here.”
Pricing Comparison Table Commonalities and Takeaways
- Free Trial – Get people started with a free trial or freemium pricing strategy.
- Button at Top and Bottom – Put the call-to-action at the top and bottom of the pricing table to make it easy.
- Best Value/Most Popular – Emphasize your best value or most popular option by making it slightly larger or adding box shadows.
- Hover-Overs – Clarify their questions and answer their objections with hover-over detail boxes when they hover over the features.
- Big Price – Make the different prices big.
- Call-To-Action Colors – Use a different, outstanding color for your call-to-action buttons.
- Pay-in-Full Pricing Options – Offer a discount to encourage them to pay for 1 or 2-year packages upfront.
What other pricing table commonalities do you see between these 20 examples?