Messaging & positioning consultant Pedro Cortes worked with GravityView to update their homepage, pricing page, and checkout process. Since the pricing page required the least amount of work to implement the updates, GravityView went ahead and started split testing the new version before even updating the homepage or checkout process. And to the surprise of both of them, the pricing page converted nearly 40% better with a couple of simple changes.
For some context, here's a glimpse of the old pricing page. More specifically the header above the fold. Fairly standard. Nothing extraordinarily good or bad about it.
Here's the updated version, including the changes that Pedro made to the page. As you can see, it's fairly minor. Different copy and a couple of new elements, but not entirely different per se. The page is exactly the same except for what's above the fold. So what is it about these changes that resulted in such a massive gain?
Sometimes people get to the pricing page without ever seeing the homepage or it's been a while since they were there, so they forget the core value propositions. With this in mind, Pedro repeated one of the core messages on the homepage here on the pricing page. This anchors the price against potential customers spending thousands of dollars in dev time building it themselves or spending countless hours of their own time manually doing what GravityView does for you.
Instead of showing the 30-day money-back guarantee after the pricing table, he moved it up above the pricing table to proactively address any concerns or fears before customers started looking at the pricing. Notice that the guarantee is shown twice. Repetition isn't always bad. In this case, it makes it as clear as possible and builds credibility.
Pedro also added this section on a hunch that some visitors might be confused about which plan is best for them. This allows them to collect feedback that will help inform them later on about how to communicate the plans in a way that makes it easier for potential customers to self-select. Those changes haven't been implemented yet, but the section also provides value in and of itself with answering questions that'll lead to conversions.
As a short-term solution for the plan confusion, they added brief descriptions of the differences in the plans and who it's best for. Notice that it's in plain English and has a casual tone that's easy to understand. Sometimes bullet points alone aren't clear enough and you need a sentence or two to summarize what you're trying to get across.
And then for visitors who need a more comprehensive comparison of each plan, there's a table that neatly organizes the differences in detail. But if there are still questions, visitors are still encouraged to click the link to chat with them.
No pricing page would be complete without a FAQ section. If you haven't gotten it already, answering questions and objections on the pricing page is key. The more proactive, clear, and friendly you can be about it, the better.
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