If you’re offering a product or service, then an ideal way to highlight the differences in your products is to use a pricing table. Features get listed in a rectangular grid, and as people move from right to left, they see a higher price that goes with a higher level of service. Adding price tables to your WordPress site is easy, and can be accomplished using either a plugin or via themes that have the pricing tables built in.
WordPress Price Table Plugins
This is a nice straightforward pricing tables plugin that will only set you back $15. You can add color to the sign-up buttons as well, but it would be nice if it included a wider color palette from which to mix and match.
- http://codecanyon.net/item/css3-web-hosting-packages/337136. This plugin only costs $3, but many people might pass it over because a) it’s advertised as css3, not WordPress and b) it’s targeted at web hosts. But a free WordPress plugin is included, and you can of course use this for any business you want, not just web hosting. There are six different color choices, all in the pastel color range. It also fades out the other choices when you hover over one of the pricing tables.
- http://wordpress.org/extend/plugins/pricetable/. This is a nice free plugin located at the WordPress plugin repository. It has as a nice, clean look and would make a great fit for a website that only needs a simple pricing table without too much color.
After you create a price table, you’ll be given a shortcode that looks like “[price_table id=##]” where you can drop anywhere in a page or post you want the pricing table to show up at.
WordPress Themes with Price Tables
There are many WordPress themes that have pricing tables already built into them. For example, there are price tables built into the Mingle WordPress theme. Rather than spending money on one theme just for its price table capabilities, I recommend buying a framework of themes that have price tables built into all of them. That way if you get sick of a theme, you can change it out for a different theme in the same framework and have your pricing tables carry over. The best WordPress theme framework that has pricing tables built in is the Elegant Themes family of WordPress themes: http://elegantthemes.com/. It has over 75 themes, and you get them all for the low price of $39.
Increasing Conversions with Your Pricing Tables
There was a recent pricing table put out by the Economist magazine that featured something a little strange:
If the print edition costs the same as the print+digital edition ($125), then why not remove the middle option? Leaving that option in revealed a very interesting quirk of human psychology – you can make certain options seem better by deliberately including a “bad” option in your pricing tables. In the Economist’s case, people chose the $125 print+digital edition more when the “bad” $125 print-only option was included in the price table.
The take away is that you can do something similar. Use a survey to find out the features that your customers really want. Create a “bad” option in your pricing table that’s missing these features. On the right of your “bad” option will be the option that you want most people to select: it will have all the desired features and only cost a few bucks more than the previous option: