5 Can’t-Miss Ways to Boost Trust (& Conversions) On Your Pricing Page
A great clan once said, cash rules everything around us.
It can buy us food, shelter, iPhones, but one of the few things it can’t buy us is trust. Ironically, when it comes to B2B transactions, people need trust in order to feel comfortable spending money with your organization in the first place. It’s a bit of a Catch 22.
Building trust in a digital marketplace can be extremely difficult. With little to no direct interaction and internet security being an everyday concern, most people aren’t willing to drop their credit card information without good reason, but never fear.
When people land on your product or service pricing page, there are several ways marketers can put their minds at ease, build trust, and increase conversion rates. Here are five to help your team get started.
1.Tell Them Exactly What to Expect
Unlike making a purchase in a traditional store or office, online audiences can’t hold the product they’re buying (or contract they’re signing) in their own two hands. They can’t look the person they’re working with in the eye, shake their hand, or easily ask questions.
All they have to go off of is what is written on your website, so make it as detailed as possible.
On your pricing page, tell your audience exactly what to expect when doing business with you. Be clear and direct about the facts, features, and terms of your product and explore ways to address common questions and concerns.
With this simple, organized table, HubSpot makes it clear what’s included and what’s not at each price point and also makes it easy to compare and contrast each plan.
As you scroll, they go on to address and answer their most FAQ, nipping common objections in the bud before they can drive people away.
Overall, they make sure that their audience is well-informed about the price and details of their plans so they feel comfortable clicking through to the next page and know what will meet them on the other side.
2. Show Them Where Their Money Goes
How often have you gone shopping and wondered “why the heck does this cost so much?”
A great way to be build trust with your audience (and set yourself apart) is to tell them just that. Explain exactly where your buyers’ money goes and why you charge what you do.
Online or in-person, this kind of transparency is rare and seeing this information readily available alongside your price tags let’s your audience know that you’re not just out to turn a profit.
Pro Who Got it Right: Buffer. The Buffer pricing page truly stands out in the SaaS world by including this straight-forward breakdown of where a buyer’s money goes:
This chart let’s people see the true impact of their money on Buffer as an organization and makes it clear that prices aren’t being hiked just for the sake of profit or padding executive wallets.
3. Capitalize on Industry Proof
It’s easy to boast on your website or make outrageous claims (like you invented the question mark); it’s not so easy to prove them. Support claims on your pricing page by including industry or peer proof such as:
- Partner Logos
These associations not only help give your work and achievements more credibility, they also let you capitalize on their established brand recognition and reputation.
Pro Who Got it Right: Litmus. Litmus does a lot of things right on their pricing page, but one feature that especially caught my eye was their use of Partner Logos.
Right below their pricing table, Litmus shares testimonials and the logos of big name customers like MailChimp, JetBlue Airlines, National Geographic, and Salesforce.
Having external support from large organizations like these speaks very highly of the Litmus product and its capabilities.
Seeing them instills confidence in their audience and plants the thought, “If it’s good enough for that big corporation, it’s good enough for my small business.”
4. Include Testimonials or Reviews
Similar to industry proof, including customer testimonials and reviews further help prove that your brand will deliver on its promises.
According to Google, 70% of Americans say they look for product reviews before making a purchase.
By including them directly on your pricing page, you will help provide your audience with the social reassurance they need to feel comfortable making a purchase from your organization.
Pro Who Got it Right: Treehouse. On their pricing page, Treehouse highlights testimonials from users from around the world. Their quotes discuss the successes they experienced through the service and the relationships they formed thanks to it.
Having customer testimonials like these helps paint a realistic picture of what using Treehouse can bring to the lives of people just like them.
They help their audience envision what they can accomplish by using their product and also feel more confident in converting themselves.
5. Chat With Them
In a digital world, personal customer service is like currency. To help build trust in your brand, offer a way for your audience to personally connect with someone from your organization like a:
Contact Us Form
People want to work with other people and presenting these options on your pricing page helps ensure your audience that there is in fact a face behind your brand.
They give your audience the option of reaching out immediately for answers as they’re evaluating their options on your pricing page and in turn, help speed up the conversion process.
In addition, even if not used, having a phone number or live chat gives prospective customers the psychological comfort that if they have any trouble or difficulties, help is within reach.
It reassures them that someone at your organization is waiting to speak with them and being held accountable for their satisfaction.
Pro Who Got it Right: Salesforce. At the very bottom of their pricing page, Salesforce presents its audience with the option to contact them via a landing page or more immediately via phone.
Not only does the company aim to provide their audiences with multiple options to connect, they makes the extra effort to humanize their brand with a photo of one of their representatives. Now that’s a (sales)force worth reckoning with.
Ultimately, aside from conversions, your pricing page aim to build confidence and trust in your brand.
If people are confident in your brand and trusts that it has their best interest in mind, they will be more likely to set aside any other qualms and concerns and take a chance on your offering.
So, go the extra mile. Plan and develop a strong pricing page that will not only encourage conversion, but make your audience more comfortable doing so.
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About Ramona Sukhraj
As Content Marketing Manager, Ramona approaches marketing not only as a profession, but as a creative outlet. She has a passion for all things artistic and strives to create content that is educational, yet quirky and entertaining as well. With a B.S. in Marketing from the UCONN School of Business, Ramona is a frequent contributor to the HubSpot blog and a nonprofit consultant. Outside of IMPACT, she is a design, movie, and pop culture buff, and a fierce advocate of free hugs.