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Note: This is a guest post by Thomas Griffin, the co-founder of OptinMonster, the #1 conversion rate optimization tool. We’ll publish a guest post on WPBeginner every 2nd and 4th Thursday. This is an invite-only column, meaning we don’t accept unsolicited guest post offers.

Your pricing page is the single most important page that can make or break your business. If you’re not focused on improving conversions on your pricing page, then you’re leaving a lot of money on the table. With OptinMonster, I’ve had the privilege to help improve conversions on hundreds of websites and stores to help grow their sales and revenue. Based on that experience, here’s my no-nonsense list of the best tips for how to grow your pricing page conversions by at least 30% today.

I will cover quite a few topics in this post. Here’s a handy list so you can jump to the section you are most interested in:

  1. Incentivize New Users to Try Your Product
  2. Create a Sense of Urgency to Persuade Action
  3. Convert Abandoning Visitors Into Customers
  4. Display Social Proof
  5. Prevent Choice Paralysis
  6. Briefly Explain Each Feature With a Tooltip

1. Incentivize New Users to Try Your Product

Customer acquisition is the biggest challenge every eCommerce business faces, especially when starting out. People are often reluctant to buy a product from an online store they’ve never purchased from. And that’s why I always recommend incentivizing new users. An incentive can be as simple as offering a discount to new users. eCommerce giants like Amazon offer huge discounts for first-time customers. If you truly want to improve conversions on the pricing page, consider incentivizing new users. For instance, take a peek at Bluehost’s pricing layout. They highlight discounted prices for new users alongside regular rates, emphasizing the savings. This can be an effective incentive for customers to take action and sign up. Besides that, they also link to the 36-month plan, where users can grab an even bigger discount. And finally, they add a disclaimer that the discount is only for the first payment and that renewals will be at the normal rate.

How to implement it in WordPress:

The easiest way to offer discounts to new users is to use a plugin like Advanced Coupons. It integrates seamlessly with popular eCommerce plugins such as WooCommerce. All you need to do is to set up a first-time coupon condition. This lets you offer the discount only to users who have made 0 previous orders. Advanced Coupons can also help you set up various coupon discounts, buy-one-get-one offers (BOGO), and loyalty programs on your website or online store. For more details, you can see WPBeginner’s Advanced Coupons review.

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