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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Based on concepts from our pricing strategy book, Price to Scale, here are several best practices to consider when handling pricing page visitors who appear ready to buy but haven’t yet converted:
• Simplify the Experience
– Our book emphasizes that an overly complex pricing structure can lead to friction. Review your pricing tiers and ensure they’re as clear and straightforward as possible. A simplified table with fewer choices can reduce hesitation and prevent decision paralysis.
• Enhance On-Page Engagement
– Consider adding interactive elements (like a live chat or a prompt for questions) to engage visitors who are close to conversion. This proactive support offers a personal touch, helping clarify doubts or address last-minute concerns.
• Tailor the Messaging
– Use targeted copy that is empathetic to the visitor’s stage in the buying process. For example, you might include a call-to-action (CTA) such as “Need help choosing the right plan?” or “Questions before you buy?” This fosters trust and reassures them about the value delivered.
• Be Cautious with Discounts
– Although offering discounts can drive conversion, our book warns that if discounts aren’t part of a broader demand generation campaign, they may only work for pre-existing customers. Relying on discounts too heavily can undermine value perception over the long term.
• Follow-Up Strategies
– If a visitor abandons the pricing page, consider using a follow-up email or remarketing campaign to remind them of the benefits. The key is to remain consistent with your overall pricing and positioning strategy, reinforcing why your offering is worth the investment.
In summary, ensure your pricing page is both simple and engaging: clarify your tiers, actively offer assistance when needed, and carefully evaluate the use of discounts within your broader strategy. These strategies, as discussed in Price to Scale, can help turn hesitating visitors into satisfied customers.