Underestimating the value of a pricing table can seriously hurt your business. From a marketing perspective, it might be the one thing that decides whether someone buys from you or walks away. Building a pricing table that’s simple but eye-catching takes some understanding of both design and user behavior. If you’re unsure how to begin or what works best, this post will help point you in the right direction.
Since this is the penultimate stage of conversion, you have to make it appear less complex so that visitors can make the decision on the spot and believe me this will go a long way to make you see a better figure in the conversion funnel of your Google Analytics account.
Structure
Majority of pricing tables are horizontal and the science behind it as people say so is, it makes easier for visitors to have a clear view of thing at the very first glance. However, this does not necessarily means that you will have to stick to horizontal placement al the time, you are free to make changes as long as it is not affecting the users experience. The rule of thumb is you can go for horizontal thing when there loads of information is to be displayed but pricing tables are supposed to contain list of features, you are free to go for vertical solution. Vertical navigation makes it even easier to compare plans at the very first glance. So, take your pick carefully.
Emphasis
If you wish to draw the attention of the visitors, you need to emphasize the most important plan that you would love to promote. This can be done by making small changes in the font size or by making slight variation in the color combination. Try vivid colors, but do not make the visitors blind. use badge, but do not try to fool them, or else you can keep your faith in huge cal to action button and you will be good. Just follow this simple advice, do not go extreme and you will not have to fear anything.
Difference
This is the way to salvation if you are offering two drastically different services and want people choose one plan over the other. Take it this way, you have a basic free version and another is a pro version. Though you are featuring both of them in the pricing table, you want people choose the pro version. This can be done easily by making slight difference in the design element. Basic plan will have a bare bone design whereas the premium plan will have all the love.
Design
This is one place where everything boils down to one thing, – yah that is creativity. But do not go overboard with creativity as this can have serious consequence on the final outcome. Since people already have a taste of your creative inputs otherwise they would care a fig to visit the pricing page, there is no need to make them crammed with another dose of creativity. Keep it as simple as possible and please for Christ’s sake do not use fonts that are hard to comprehend. Another common mistake that most designer make is the placing of red crosses just to inform the readers what features they are likely to miss if they go for this feature. There is no need to make them aware of what they are not likely to have a given pricing plan, rather include only those features that they would likely to get.
Last modified: June 30, 2025