- [Instructor] You're starting to sell products online
specifically, software as a service
or subscription based products.
What kind of elements
should you be putting in your pricing page?
How should it look?
How do you maximize your conversions?
Hi everyone, I'm Neil Patel
and today I'm going to break down
the ideal SAAS pricing page.
(gentle music)
Now before we get started,
make sure you subscribe to this channel
and if you're on YouTube click the alert notification.
What you're looking on right here
is my Uber suggest pricing page.
I've run tons and tons of AB tests on it.
On top of that, back in the day
I used to be a co-founder of a company called crazy egg
which does AB testing, heatmap analytics
and we used to see tons and tons of data
that people would share with us on pricing pages
and not just for SAAS, but literally all industries,
for digital products for e-commerce,
but of course, in today's video
we're discussing SAAS pricing pages.
Now there isn't a 'one size fits all'
but I'm going to show you a few key elements
that you need to include
if you want a high converting SAAS page.
And again, I've run tons and tons of tests.
So if you can see here
straight off the page, just basic headline.
You can have a benefit in there.
We found that to work sometimes well too
not as well as it used to.
If you don't put a benefit in the headline,
just put one in a tagline underneath,
like here is Ubersuggest
is the in one tool that makes SEO easy.
I recommend putting a badge at the top
free 30 day money back guarantee or a free trial,
we've seen that to boost conversions.
Then you could have some bullet points
of what you guys offer in your product.
One thing that we tested here,
this provided around 8, 9% lift in conversions,
is we break down how we're different
than the competition or some sort of unique offer.
So when you offer some sort of unique offer
like we offer a lifetime plan,
it can help boost conversions.
As you can see here
our lifetime offers a money back guarantee
instead of a free trial
but the badge changes as I toggle left and right.
And then right below
we just give you an overview of the plans.
I'll switch back to monthly.
And as you can see, when they toggle back and forth
the lifetime numbers change
but that plan alone when we did the,
when we did an overview here, what we found is
if we put too much details and we overwhelm them
it actually didn't do as well
as just having a quick overview
because some people know what they want.
And some people want to dive into details
but if people want the details
they can just click the details button below
and go into a box or area that breaks down everything.
But I'm going to scroll back up
and I'm going to go over an order.
And then we have the social proof.
If you're a new company, we found this to help more.
If you're older company established,
we found that it doesn't help too much in conversions
but it doesn't really hurt having it.
So we found that that's a good thing to add.
Then we also break everything that you get.
And this is more, just more text-based, that's very visual.
We found that not everyone is, you know,
comparison oriented like the comparison tables,
we also have that too
but some people just want quick bullets
and images describing what they're going to get.
So we break that down and we got this based on objections.
What are people struggling with?
So on Ubersuggest,
we learned that people want handholding and training.
So we ended up putting that
in our pricing page and breaking that down.
And then of course, if they click see pricing and plans,
it goes down to the table, but let's go back up.
And as you scroll back down, after we go over, you know
some of the main bullet points,
we discuss some more features
and this is part of our tool set.
And again, we're ripping out the features that we offer
and just showing them in a visual way
because we found that when you just do a comparison table
we're getting a lot of support requests
of people saying, hey, it's overwhelming,
still not sure what I was getting.
So when we did both a combination of visual images
with just quick bullets and a comparison table,
we got less support complaints and more conversions.
And then underneath that we have,
hey how are we comparing with other people in price?
Are you the same price?
Are you more expensive?
Are you cheaper?
Why is it that you're cheaper?
Why is it that you're more expensive?
Breaking that all down
and showing your company in a more favorable like,
can help you generate more sales
so we found that's a great conversion adder.
And then you get the tables
and the table has every little thing
with the check boxes and the details.
And then of course they can scroll and be like
pages crawled per report,
what's that?
Hover over a question Mark
and they can just keep going down.
And then you also have the call to actions buttons below,
so that way they don't have to scroll back up
to click start.
And then as you scroll down, we usually end the page
with frequently asked questions,
because if you have your frequently asked questions answered
you're more likely to increase conversions.
And this has been a super high converting page for us.
My buddy Gajon from Spiralize,
which is a conversion optimization company.
Funny enough created this page for me.
So thank you Gajon for it.
But when we were working on it,
we went over many many different variations
to optimize for conversions.
And, you know, we found that
having frequently asked questions
helps also reduce the support requests.
And then at the very end
having a call to action where they can get started,
we found that that works well.
And another thing that a lot of companies don't like
but I recommend it, is adding chat.
Because when you add chat,
you can talk to someone right away.
Someone just fills out the question.
They can have a chat.
It doesn't have to be expensive chat
like Intercom or Drift or anything.
Just adding some chat where people can ask questions
whenever they're going through pricing,
we seen that boost conversions,
even though it's not by a lot, every little bit helps.
And what you'll find out is this is what works for us.
A lot of these elements
also work for other SAAS companies.
Take this as a starting point
but don't take this as the end all be all.
Because what you'll find is
some of these things may work for you,
some of these things may not, you know,
like one thing that we found that works
for most SAAS companies, including us
is having multiple tiers.
When you have multiple tiers,
majority of the people will always choose the lowest plan
but by having multiple tiers,
you can at least maintain your conversion rate
in most cases,
but you also get some people picking the higher tiers
which increases your revenue per user.
So I would recommend this
as a starting point for your pricing page.
And literally you can rip off what I did here
and as you can see, there's no navigation and stuff
and that's because of that it distracts people
from purchasing.
And then I do a two-step checkout.
When someone clicks start my free trial,
they go to a page where they register
and then when they put it in their information
it then sends them out to checkout page.
I've also found that the two step increases conversions
versus sending them everyone to checkout page
with too much information where they feel overwhelmed.
So again, use this as a starting point,
but don't take this as the end all be all,
alot of these elements are tested
not just by us, but many other SAAS companies.
Use this as a starting point, tweak, adjust,
and test and figure out how to maximize it
for you and your business.
If you have any questions
with your pricing page and you need help,
you can check out my ad agency, Neil Patel Digital,
where we help companies with this
although funny enough Spiralize
which is Gajin's company is actually
better than us at this.
So you should probably check them out
instead of my own agency.
I know that sounds a bit weird promoting another agency
but I'd rather be transparent.
If you enjoyed this video, like it, share it
subscribe to this channel and thank you for watching.