This content was created by Jason M. Lemkin. This content was uploaded by Jason M. Lemkin. This is a YouTube video titled "7 Tips to a Better Pricing Page" created on March 26, 2019, featuring Jason M. Lemkin discussing strategies for optimizing SaaS pricing pages, emphasizing simplicity, familiarity, and appropriate use of pricing tiers and contact options.
Recently we did a great post on Sasser on what makes for a better pricing page and it'd be great to dig in here for a few minutes together. But before we go, just one overarching thought. We all want Futz with the pricing page to add 10 cents to an addition here or a dollar here. But at the end of the day, what really matters is deal size, how much customers pay and how quickly you can close them. So don't get lost in too many discussions and debate over pricing per se. But with that, let's talk through seven things that folks tend to get wrong or under over optimize on a pricing page. The first one is Too much complexity. Now yes, if you're a sales source or Twilio, go look at their pricing pages. They're endless. But you don't have the brains and you don't have that history. Folks haven't heard of you or they've barely heard of you. So keep it simple and don't copy complexity. It adds friction. Two Related to that Remember, for pricing pages, familiarity is key. We've all bought dozens of SaaS applications. Most enterprises have bought hundreds of SaaS applications. So give them context. Make sure your pricing page looks like similar applications at similar value points and just copy them both in terms of aesthetics and in terms of actual price points related to that. Additions are super helpful. You see that, but it works. If I'm a big company, I want the Enterprise edition. If I'm an SMB, I want the Simple Edition or the Pro edition. So if you sell the customers in multiple segments, don't worry about having additions. It's okay because we all like to go to the right edition. For us, we get it fourth. Contact me. You'll see lots of advice here and we've talked about it on Saster. Contact me is great in the enterprise for bigger deals, but if you're not quite there yet, don't overdo it. Contact me adds lots of friction to smaller deals and medium sized deals because your prospects won't know. They won't have context. So when in doubt, start with transparent pricing and add Contact me over time. Two more quick points Anchoring Anchoring high Anchoring high works which is being the highest price point in your segment, but you have to deliver the features to back it up or it fails. And lastly, no one wants to get ripped off, so whatever you do, make it fair.
