One of my favorite parts of a sales page is the part that causes money to rain! Let’s go over some ways successful sales pages structure their pricing:
Typically the whole purpose of a sales page is to convince people the product/service is soooo good, they click the “Buy” button in your pricing section.
BUT there are many different ways to display your pricing options.
Well my friend, we are going to cover that in this post!
First off, let’s be clear on some common methods of pricing and what they are:
Single Tier Pricing: A pricing structure where there’s only ONE price you can buy at.
Double Tier Pricing: This is where there are TWO pricing options.
Three Tier Pricing: This is where there are THREE pricing options presented.
Variable Rate Pricing: This is where the price depends on something else, such as the amount you buy.
Below we’re going to go through examples of each style of pricing. We’ll also list out the pro’s and con’s of each, and where they are best used.
Single Tier Pricing Examples:
This is where something costs a single price, such as a book, and you show just one pricing option.
Pro’s: A single price gives the customer nothing else to think about or distract them. The price is set, and if they want the product, that’s what they pay. This is also the simplest to implement technically as it’s just one price.
Con’s: It’s possible you can price out some customers the product is too expensive for.
Best Used For: Simple products like books, physical products, or something with a definite price with no exceptions.
Single Tier Pricing: Book Sales Page
This is a book being sold with only one pricing option: $15.97. While the book has no other pricing options, the site does sell other products, using this book as the “gateway” to selling high priced products:
Single Tier Pricing: WordPress Sales Page
This sales page culminates in a free 30 day trial users can signup for, nothing else. The entire sales page is designed to get people to signup for the free trial (and then of course they bill you $49/mo after that):
Source: WPMU Dev WordPress Sales Page
Swipe File: [Link]
Double Tier Pricing Examples:
Pro’s: Sometimes the user needs more than a single option. If you offer a free trial, or accept monthly payments instead of a lump sum.
Con’s: Anything above a single option gives a user more “thinking” to do. Also people will often go whichever route gets them the product for cheapest, so if you offer a free trial, more people will do that than purchase. On the technical side you have to do slightly more to offer two prices. On my own pages I sometimes have to make two separate order forms.
Best Used For: Monthly vs. Yearly payments, free trial options.
Double Tier Pricing: Software
This is a simple programming tool for Python that has a simple $13.99 price tag, but also has a freemium trial where you can try-before-you-buy. Sometimes people aren’t ready to buy software products unless they are convinced they will work first, so a free trial option is great:
Double Tier Pricing: Think Tank Group
This is a pretty standard Monthly -or- Yearly double tiered pricing structure. The beauty of this structure is it makes the product look very expensive ($997), but offers you a cheap way to buy it for only $97/mo. Of course many people will buy the $997 package so they save 20% on the purchase price. This is a very common and popular pricing structure:
Double Tier Pricing: Course
This is the current KopywritingKourse pricing structure. It offers a everything in one payment, with the option of getting two 1-on-1 consults for a discount:
Double Tier Pricing: Blogging Course
This is a standard (yet very effective) style of selling products where you offer a “Standard” cheap version of the product, and an “Advanced” level for a higher price:
Three Tier Pricing Examples:
This is where you show the customer THREE pricing options. Three Tier Pricing is one of the most common pricing systems, as it gives people options.
Pro’s: Gives options for multiple budget ranges. Some users will very lightly use a product warranting the cheapest option, and much heavier users of the product can pay more. This 3-tier structure is great because it doesn’t scare away different budget ranges.
Con’s: Makes the user “think” about their purchase a little more. Most people want to try to get the product for cheap as possible, so often people will “try it out” with a cheaper plan. On the technical side this may involve more order forms or SKU’s.
Best Used For: Great option for SaaS businesses or service businesses.
Three Tier Pricing: Web Hosting
This is a hosting company’s pricing sheet which starts at a very affordable $29/mo, and goes all the way up to a professional level $249/mo. If they offered only one price, it might scare away some lower-end users, and also scare away professional-level users:
Swipe File: [Link]
Three Tier Pricing: Web Design
This is a super cool 3-tiered plan that offers a $200 “Clarity Call” which you can chat with an expert about what you want before buying. The next option offers a full webpage restyle for $3,800, and the custom development option goes to $6,800 or more. This covers a wide range of budgets:
Three Tier Pricing: SaaS
This is a standard and very popular style of 3 tiered pricing for a SaaS software. It offers a basic $39/mo plan with almost anyone can afford, all the way up to $159/mo for a more professional level experience:
Three Tier Pricing: WordPress Hosting
This is an example of three tiered pricing ….or actually, maybe 4 tiered pricing? It has 3 readily available buying options, but then also adds a fourth box with a “custom” plan you have to enquire about:
Variable Rate Pricing Examples:
This is where prices vary based on some parameter. It can vary based on variables such as:
- Quantity ordered (Ex: 1-10 items cost $4.00/each, but 11-20 cost $3.50/each)
- Color (Ex: Blue is $100, Green is $120, Powder Black is $150).
- Size (Ex: Twin, Queen, or King sized mattress).
Pro’s: Allows different customers to get different deals based on preference. Can also encourage people to buy more, such as Costo or Sam’s encourages bulk buying in order to get a better deal.
Con’s: Adds more complexity in a technical sense, and to the customer (they must THINK about the decision more than a single price). On the technical side this variable structure is generally more complex, and sometimes involves custom coding.
Best Used For: Bulk pricing, different size options, different timing options.
Variable Rate Pricing: Digital Books
This is a really neato “sliding pay scale” used by LeanPub to sell digital books. As you slide the slider higher, the “Author Earns” section goes up proportionally, allowing the user to give the author more money:
Variable Rate Pricing: Live Event
This is a Variable Rate Pricing structure for HustleCon tickets based on the time you buy them. This encourages people to buy early as they get the cheapest price, and penalizes waiting till the last minute:
Variable Rate Pricing: Email Verification
This is a Variable Rate Pricing based on the number of emails a company wants to check. Amounts under 100,000 are charged $0.003 per API email check, and at the 5,000,000 mark you pay only $0.0006 per API email check:
We hope this helps you better gauge how to price your own products!
Neville Medhora – Pricey Person
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P.S. Here are some more pricing resources: