Heavy load SaaS pricing page
TIME
2023
ROLE
UI/UX Designer
In total the company has 4 different packages (Starter, Advanced, Professional, Premium). These packages have different feature-sets and different pricings. Furthermore the pricing are changing based on the fact if the client decides to use the software as a rental, as a product as a service solution or buys the software. Additionally to the software itself, clients can also purchase packages for external users. You will also need to display the feature listing and the FAQ for the pricing
Problem: Complex Pricing Structure and User Confusion
A software company was facing challenges in effectively communicating its pricing structure to potential clients. With four distinct packages—Starter, Advanced, Professional, and Premium—each offering different feature sets and pricing options, the complexity was leading to user confusion and hindering sales. Moreover, pricing varied based on whether the software was rented, used as a product-as-a-service, or purchased outright, adding another layer of complexity.
Key Issues:
Complexity and Confusion:
Four packages with varying features and pricing options based on usage (rental, product-as-a-service, purchase).
Clients could also purchase additional packages for external users, adding to the confusion.
Lack of clarity in presenting feature listings and pricing, resulting in potential customers feeling overwhelmed.
Need for Effective Communication:
Difficulty in highlighting the value of each package and differentiating between options.
Insufficient support for potential clients to make informed purchasing decisions.
Solution: Revamped Pricing Overview and User Experience
To address these issues, a comprehensive revamp of the pricing overview was undertaken, focusing on clarity, usability, and customer engagement. The goal was to provide a straightforward and engaging presentation of the company's offerings, facilitating informed decision-making for potential clients.
Strategic Enhancements:
Clear and Engaging Pricing Overview:
Simplified Layout: Developed a user-friendly design with a clean layout to present pricing options without overwhelming users.
Package Differentiation: Clearly highlighted differences between Starter, Advanced, Professional, and Premium packages using visual cues and concise descriptions.
Flexible Pricing Options:
Usage-Based Pricing: Clearly outlined pricing variations for renting, product-as-a-service, and purchasing the software.
External User Packages: Highlighted additional packages available for external users to extend the software solution.
Comprehensive Features Listing and FAQ:
Feature Highlights: Provided detailed, yet concise, feature listings for each package to assist clients in understanding value propositions.
Interactive Elements: Used collapsible sections and tabs to manage cognitive load, allowing users to access detailed information without being overwhelmed.
FAQ Section: Addressed common questions and concerns, offering clarity and building trust with potential clients.
Desk Research Insights:
Von Restorff Effect:
Utilized this cognitive bias to draw attention to popular or recommended packages, making them stand out in the pricing overview.
Cognitive Load Management:
Ensured information was presented in a digestible manner, avoiding information overload and enhancing user comprehension.
Benefits:
Improved User Experience:
The redesigned pricing page provided a clear and intuitive user experience, making it easier for clients to compare packages and understand pricing options.
Increased Engagement and Conversion:
By showcasing the value and affordability of each package, the new design helped generate leads and convert prospects into customers.
Enhanced Customer Support:
Improved access to support and assistance through clear information and a comprehensive FAQ section.
Effective Pricing Communication
The revamped pricing overview successfully addressed the complexities and confusion associated with the company's offerings, leading to significant improvements in user experience and business outcomes.
Lessons Learned:
Importance of Clarity and Usability:
A well-designed pricing page with clear differentiation and simple navigation can significantly enhance customer engagement and decision-making.
Leveraging Cognitive Insights:
Applying cognitive principles such as the von Restorff Effect and managing cognitive load can improve user comprehension and highlight key offerings.
Outcome:
Increased Lead Generation and Conversions:
The clear presentation of pricing options and features attracted more potential clients, leading to higher conversion rates.
Customer Satisfaction and Support:
Providing comprehensive information and excellent support fostered trust and satisfaction among clients, reinforcing the company's reputation.
