UX Makeover: My Terrible Pricing Page

I can call it terrible, because I designed it.

-- me

The Just Really Bad Page

Last week I spent some time overhauling the pricing page on TalkToTheManager. We had put out a new pricing page with the advent of text message surveys, and after about 2 months I revisited the pricing page and, well, wow what a mess it was:

My really bad pricing page

The good:

  • pricing for each package is clear
  • call to action is clear

The bad:

  • too much repetition
  • too many yellow callouts (meant to highlight the star features)
  • because of the repetition, users have to scan and compare to determine differences in packages

What you should know is that the pricing page is mostly dynamic. The features, pricing, and package differences are all listed in our product data. Then there is scripting to generate the pricing page from that data, so we can add new packages at any time, or increase limits on certain features in existing packages.

The Pretty New Page

The new, beautiful pricing page

The good:

  • key differences are indicated by checkmarks, and differences in quantities/limits are bold
  • most popular plan is called out at the very top (people do ask us what the most popular plan is)
  • each package has a short summary of why you should choose that package, just below the package name. I stole this idea from Highrise:

Highrise package summaries

The bad:

  • it's a bit longer, so pricing and call to action don't share the same screen space, but that's okay.

It's Still not Great on Narrow Screens

Due to narrow widths on phones, tables can cause a lot of left-right scrolling. So I avoid it when I can.

I preserved the old pricing layout for our mobile users. Since you only see one column at a time on mobile, each column has to repeat itself so you know what each package's line items are. At some point I will revisit the mobile view, but for now, almost 100% of signups of our service are performed on a desktop or other wide screen device. So I'm okay with it. Prospective customers will discover/investigate it on mobile, then buy when they get to a desktop. That's the common flow we see.

What do you think? Answer in a comment below. Thanks!

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