You know what cheeses me off? When Netflix has the unabashed temerity to ask me the following question:
Listen, Netflix. You and I both know I'm currently on my fifth hour of Great British Baking Show with no signs of slowing down, so why don't you leave me and my instant ramen dinner in peace, OK?
But there's one thing that upsets me even more than this — when a business has a website where I can't find anything about pricing. Or worse, when they have a pricing page, where my only option is to contact them for a quote.
It doesn't matter how "complicated" you think your pricing is, your ideal buyers (no matter what your industry) have an expectation that they will be able to find pricing information about your products and services on your website without having to talk to someone.
And when you don't meet that expectation, your ideal buyers will not be so forgiving. Instead of reaching out to get the pricing you say they need a quote for, a large percentage will abandon you for a competitor who does give them more up-front pricing information without the need for human interaction.
For example, this is an actual "pricing" table from a website I will not link or name-drop here, because... sigh.
Although I understand B2B pricing is tricky... if I need to request pricing for every single tier (with no ranges or cost expectations of any kind), what is the point of this pricing page existing? It's just a features overview (which is likely covered in different areas of the site), with zero information about cost.
But what does a great pricing page look like? And how can you have a great pricing page if you have a product or service with variable or complex pricing factors? Those are great questions, and I have fantastic news!
Those are the exact questions we're going to answer together by examining the following rockstar pricing page examples.
Full transparency, Vidyard is one of our strategic partners. But no one asked me to put them on this list; I am only including them on this list because I genuinely believe they should be on this list. I love how clear their pricing is, for both individuals and teams (a great B2C and B2B blended examples).
Moreover, I love how they integrated a chat bot on their pricing page, so if anyone has questions, it's clear and easy how to get more information. That means an ideal buyer is more likely to take that next step. Overall, I just love how user-friendly this page is, and how it's clearly built to meet the needs of the website visitor.
OK, technically they provide no pricing guidance for enterprise solutions, which is not uncommon (and something I can forgive due to the complexity of enterprise pricing). Still, my absolute favorite virtual notebook app crushes their pricing page with the inclusion of some really helpful features:
The ability to toggle between annual pricing and monthly pricing
A comprehensive features comparison table between pricing tiers
A lengthy FAQ section with the most common questions they get about cost
Lots and lots of social proof at the bottom, proving the worth of the product
Seriously, they go out of their way to make people feel comfortable with their product and how it's priced, which is a great way to make buyers feel confident in the investment they're about to make.
Paperflite is a B2B content-sharing platform that we absolutely love and use at IMPACT. But much like Vidyard, I'm not including them on this list because we use them. I'm including them because their simple B2B pricing page ticks a few boxes for me that I absolutely love:
It highlights the most common and popular pricing model
An FAQ section that's collapsable, making the questions easy to skim
On top of that, since their product comes with a free trial, I love that their call to action is "Try for Free" — I mean, who doesn't love that offer? That plucky little button removes a lot of friction for folks on the fence about doing a Paperflite trial.
One of the most understandable concerns a services-based business might have about showcasing pricing is if they cater to a broad base of different types of clients — from individuals to larger businesses. How do you present all of those different options and ranges? If you fall into this bucket, then look no further than Zirtual for inspiration.
Zirtual, a virtual assistant company, offers their support services for individuals all the way through to small and medium-sized businesses. They not only do a great job of presenting clear pricing for each tier, they also show how the pricing becomes more discounted as you scale up from tier to tier.
Again, this is another IMPACT partner. However, once more with feeling, I am only including them on this list because I want to. No one asked me, and their partnership with us in no way influenced my reasoning for including them.
So, why are they on my list? Because they're a great example of a services-based, B2B company who absolutely nails their pricing page. They aren't afraid to list big pricing, they provide the ability to toggle between monthly and annual pricing models, and they have a handy little cheat sheet of what every user gets (regardless of size) below the features and pricing table.
What is 7geese? It's a delightful B2B platform that empowers business leaders and people managers to implement OKR goal-setting, agile performance reviews, continuous feedback, and career development plans for their people.
What do I love about their pricing page? How the headline on the page says "simple and transparent pricing" — the one thing all B2B and B2C ideal buyers crave, no matter what they're shopping for — and they deliver on that promise. Also, I'm a huge fan of how they include real reviews and the logos of companies already using 7geese, to further build confidence with their target audience.
I'll admit, as I'm looking ahead to 2021, I've been making some very aggressive financial planning goals for myself around paying down debt, enabling myself to buy a house, and so on.
And when I went to their pricing page for their membership-based deliverable, one thing really stood out to me. Yes, they have clear pricing, yes they also include the features for each. On top of all that, however, for each feature, you can click to expand it (shown above) to learn more about what is included.
It's such a simple enhancement, but it's a really powerful one that provides more confidence-building detail with an intuitive, uncluttered UI for their target buyers.
If you have a business where you're concerned your pricing model is too complex, look no further than HubSpot for an absolute masterclass in how to nail a pricing page. They sell three different automation platforms — sales, marketing, service — with three subscription tiers that don't have a single price.
So, how did they tackle it?
They included the language "starting at" for the price noted in each tier.
They offer recommended bundles, depending on your business needs.
They give even more transparency and control to their ideal buyers by giving them a pricing calculator, so they can see what influences cost and why.
Bottom line, they don't shy away from the complexity of their pricing — and why should they? Marketing technology buyers (who are serious, good-fit buyers) know what HubSpot sells is going to be an investment. A big one, depending on what they need.
So, by giving them more autonomy and power to understand what they're getting into from a money standpoint only serves to create more educated buyers and empowering bad-fit prospects (who will never pull the trigger on something so expensive) the chance to self-select out before sales wastes time with them.
Blah blah blah, we use Trello for our written and video content strategies, whatever. Who cares? Check out that amazing little calculator scale they threw on the enterprise option? You can literally get a customized quote for your exact number of users without having to talk to sales!
How freakin' cool is that? Seriously, this is the exact kind of user-first mindset you all should be thinking with in terms of how you present pricing to your ideal buyers. If you don't believe me, ask yourself how powerful this pricing page would be if it simply said "contact for a quote" at the enterprise level?
"But Liz, we don't sell anything that has a fixed starting cost, and there are so many freaking factors that influence what we sell!"
If that sounds like you, buckle in for this example of a rockstar pricing page. In the insurance world, there is no such thing as a one-size-fits-all pricing model. Personal, pet, business, home, life, car, J Lo's posterior... literally anything and everything can be insured, you know what I mean?
So, how on earth do you create a pricing page for something like that? Meet Berry Insurance. They're one of our digital sales and marketing clients, and their team absolutely slays it with their pricing page, even though they can't give more direct pricing grids and examples, and here's why:
They give users the ability to toggle their experience between personal and business insurance needs.
Yes, they have a "get a quote" button, but that's immediately followed by tons of valuable information about how insurance pricing works.
My favorite part is they have a section where they give pricing ranges for different types of insurance, so potential buyers can get a feel for how much they will be investing in each type, even if it's not a specific price tag based on their specific insurance needs.
They also have a collapsable FAQ section that targets some of the most common questions people have about why insurance is priced the way it is.
In short, Berry Insurance created a one-stop-shop for ideal buyers to feel completed educated and empowered about how insurance pricing works.
Remember, you can't avoid the money talk
When we talk to companies who are cost conversation-avoidant on their website, usually they fall into one of three buckets with their concerns:
"We'll scare away potential customers with a price tag before they understand what value we really provide."
"We don't want our competitors to know our rates."
"Our (products/services) are too complex when it comes to pricing, so there's no way we can actually create a pricing page."
Well, here is what I have to say to each of those:
You'll only scare away those who are likely bad fits to begin with. Which means you're actually just saving your sales team the wasted time they would have otherwise had to spend with those folks.
Your competitors already know. Trust me, they know, because (beyond obvious industry standards and ranges) you all are vying for the same business and prospects talk. Don't hide your pricing from a place of fear, because your ideal buyers will go running to those very competitors you're trying to dupe if you don't share your pricing.
My hope is that some of the examples I showed you above is that yes, you totally can create a pricing page experience for complex pricing models that empower your ideal buyers and make them feel more confident in reaching out to schedule a demo or talk to you more about your services.
As you look ahead to how you want to transform your business website in 2021, I beg you to make a transparent, detailed pricing page that puts the needs of your buyers first a part of your new business website strategy. Now more than ever, your ideal buyers are more budget-conscious and in search of companies they can trust to be forthright.
So, don't let fear result in you leaving money on the table. Moreover, understand that the most profitable and easy way to stand out from your competition is by clearly declaring on your business website, "We're happy to make it easy to understand what our products and services cost, and why."
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