Recommend a solution on your pricing table

May 23rd, 2009

Recommend a solution on your pricing table

If you’ve ever purchased a hosting plan or anything else that gave you the option of choosing between several options and packages, you’re familiar with the pricing table. On many sites, it’s a monster of a chart that tries to show you the difference in value between two or more different product packages.

If you’ve got a pricing table or something similar on your site, rather than simply listing all the options you have, offer a recommendation on which one to choose. It may not be the right solution for all your customers, but it’ll be a good starting and reference point for them.

37signals on designing the Highrise signup chart:

While looking at the new signup chart, and our previous charts, I noticed something. We don’t suggest a plan. We give people choice, but we don’t point them in a recommended direction. We should. The thinking goes that more options are OK if you help direct someone to a default choice. But more options without a recommendation just lead to decision paralysis, uncertainly, and buyer’s remorse.

Source: Design Decisions: The new Highrise signup chart (37signals)

3 Responses to “Recommend a solution on your pricing table”

  1. Nice snippet of info… I really agree with leading users down the desired path. I think this can also come in handy if users aren’t very familiar with your product.

    ~ Aaron I

  2. Jason Robb says:

    That is a great suggestion! Thanks, Verne!

  3. Dmitry says:

    It’s a great technique to combat choice paralysis and should definitely be utilized more around the web.

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