Design principles for presenting pricing information

Whether you’re writing B2B proposals or publishing prices on your website, design your pricing information to steer customers through the decision-making process when you’re not in the room. People make purchasing decisions based on both rational and emotional factors. Giving customers all the right cues is surprisingly simple when you employ a handful of psychological ‘nudges’.

Keep reading to find 7 nudges you can deploy to improve your pricing presentation.

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7 Design principles you can use to design your pricing page

  1. Prime your audience with smart headlines and descriptors to signpost customers
  2. Keep prices seriously simple (no commas, no decimals, fewer syllables)
  3. Anchor price perception with highest-priced option and ensure the price points are not linear
  4. Incorporate social proof
  5. Less is more. If the top two or three features or benefits are not convincing, the next six probably won’t help.
  6. End prices with the number 9 (one of the oldest tricks in the book …but it really works)
  7. Use a clear call to action (Try, Buy, Free Trial, Contact Us)

And finally, remember that context really does matter. High-end, expensive products and services require high-end looking websites and sales materials. Make sure your pricing is synonymous with your brand.