My Favorite Pricing Table Example

Pricing tables are a challenge

I talk about pricing a lot with my coaching clients (and folks that reach out to me on clarity). So it won't surprise you that they often ask me to show them a pricing table example that I really like.

I've told you already about the things I like about GiveWP and GravityForms.

But we've never looked at, or talked about, hotjar's innovating pricing page.

Rule One: Great naming

If you're sitting in a lot of marketing meetings, you'll hear people talk about target segments, personas, and avatars. They're talking about prospects. And my first rule of thumb is to help prospects “see themselves” in your pricing.

Normally, that means the naming of the plans. But you'll notice that hotjar creates a selector above the pricing plans that is even more effective.

If you're a business or agency, you'll have no trouble changing the toggle. If you see yourself in the personal plan, you'll likely stay right here.

There's zero cognitive friction to that selector.

Speaking of cognitive friction, there's also no stress when it comes to looking at and making a choice between two plans.

It's a choice between the free plan, and paying $39. No analysis paralysis. The only thing I would have done is highlight more clearly where the plans differ.

But choosing Plus is easy if you need anything more than what you get for free.

And that's the biggest reminder when it comes to pricing tables – keep friction / stress low and drive people to make a decision.

Rule Two: Less columns

The toggle to the business plans is simple and the text below it highlights that they can support any size business.

They do that by adding not more plans, but drop downs in the plans.

See what they're doing? They adjust the plans in two directions.

The drop downs help you choose how much traffic or data you want to capture. The second plan adds even more traffic plans, along with SSO and training.

But they still make everything feel easy with two columns instead of 7 (which is what it amounts to when you look at the two drop downs).

Go read all those articles filled with tons of pricing table examples and you'll notice that 5, 6, 7, and 8 plans take up as many columns.

In the business plans above, hotjar does do that “contact us” thing that I don't love. But notice they're not hiding the price. You can easily see the price and know what you'll be paying.

Rule Three: Different situations

Now we get into the third option – the pricing for agencies. And this is where you might think you'll see the “contact us” but you don't. You're promised great rates, but more importantly, you're invited to try a 30-day free trial.

In other words, they're focused, on this “tab,” with showing you that they understand your unique situation, and that they're here for you.

So many product companies are in this same situation and don't handle it nearly as well as hotjar.

The image here is exactly what they needed!

When was the last time you looked at your pricing table?

Most people don't spend more than a few hours thinking about pricing. My hope is that, by showing you this incredible approach to pricing, I can encourage you to spend a little bit more time (regularly) thinking about your pricing, and more importantly, how you present it to prospects.

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Chris Lema
Chris Lema has been working with WordPress since 2005. Over the years he's been a blogger, a speaker at WordCamps, a coach for WordPress product companies, and the founder of the conference for WordPress business owners, called CaboPress. Today he's the VP of Products at Liquid Web, where he manages the world's first managed platform for WooCommerce stores.