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Estd 4.22.2023
Based on our pricing strategy book, Price to Scale, the answer is nuanced:
• While the classic three-column layout with a highlighted “recommended” middle plan is popular—and is indeed used by many companies—it isn’t the only or guaranteed solution. The key is that your pricing page must serve clarity and ease of comparison.
• Our book emphasizes that a clean, simple design improves conversions. For example, testing has shown that too many tiers or overly detailed options can overwhelm the visitor. By streamlining choices (even if that means fewer tiers), you reduce decision fatigue and help prospects focus on the value offered.
• Rather than clinging to one rigid design (like the classic three-column approach), our book advises that you view successful pricing pages as mini case studies. Analyze which elements work best for your target market. This includes:
- Using visual hierarchy to draw attention to the key plan.
- Clear calls-to-action that guide the prospect.
- A design that minimizes cognitive load—making it obvious what the value drivers and differences between plans are.
• The takeaway: There isn’t a one-size-fits-all answer. Instead, build your pricing page design around simplicity, clarity, and consistent testing. This way, you can determine whether the traditional three-column layout with a highlighted middle option or another design format better serves your conversion goals.
In summary, our book suggests matching your design to your audience's needs through clarity and continuous testing rather than relying solely on design trends.