SaaS Pricing Pages aren't always used just to make sales; know what action you want the visitor to take and build around that.
What is the Goal for your SaaS or Web App Pricing Page? If you said "show the price" you are missing the big picture! Even if you just said "make sales" you could be missing something.
When you sign-up for a Pricing Page Tune-Up™ we ask you to tell us your goals for your Pricing Page. This is quite often the first time our clients have been asked this question - or have even thought about their Pricing Page as anything more than a price list with some fancy rounded corners and a sign-up button.
Here are the five Pricing Page Goals we present at sign-up. Whether or not you sign-up for a Pricing Page Tune-Up™ - and you really should - look at your pricing page and ask yourself what your goals are:
- Increase Sales - For many SaaS & Web App companies, a zero-touch, fully automated sales and provisioning process is the goal. Knowing this is the goal will help us determine if there are barriers, including funneling leads to a nonexistent sales team, that could hinder the achievement of this goal. What barriers to sales have you constructed?
- User Growth / Traction - This should only be associated with Free or Freemium services, but is often mistakenly attached to companies with Free Trials. If a company will charge customers but use a Free Trial to allow customers to “kick the tires,” all efforts should be put to Increasing Sales with Free Trials a step to making a sale - not as a stand alone effort. Do you have a clear strategy around your use of "Free?"
- Lead Generation - SaaS & Web Apps are not required to use a zero-touch, fully automated sales and provisioning process. There are always going to be situations where SaaS sales requires human intervention especially as SaaS evolves to include more large-scale, complex business systems. Whether that human touch is pre-sales consulting, on-boarding support, or custom quotes, there are going to be times where getting contact information and context to forward to a sales person is the only way to go. Many companies have both high and low-touch scenarios and by attempting to fully engage with all customer types from a single pricing page the message could be lost causing potential sales to be lost. Is your Pricing Page trying to be all things to everybody?
- Market Position - Are you the low price leader? The high end niche player? Pricing has a lot to do with this. But if you have a high price and low-end messaging around that price, your market position can be hurt. Market position as defined by Sixteen Ventures is your position in the mind of your market against your competitors' value proposition. Is your Pricing Page accurately representing your place in your target market's mind?
- Other (added by client) - Did we miss a goal? Let us know if you expected something else from your pricing page in the comments. Quite often, the only options checked are More Sales and Lead Generation. It is not clear to many companies that their pricing page performs so many duties at one time.
This is a topic is covered at length in the 5 Hour video series - the Pricing Page Success Formula - I put together to help you get the most out of your Pricing Page. For a limited time you can get the Pricing Page Success Formula video series - with content on Value Pricing, Pricing Page Design, and even Price Testing - for the Introductory price of ONLY $297.
Go get this amazing video series for only $297 right now. As soon as you get it, immediately watch the 35-minute Value Pricing Basics for SaaS & Web Apps video; it will truly change the way you look not only at pricing, but your entire marketing strategy, your customers, and your offering as a whole!