On Twitter, I shared a link to this article from Smashing Magazine, Pricing Tables: Examples And Best Practices. When I shared it, I said that while many of these were beautiful there was still plenty of room for some conversion optimization. This won’t be as tricky as my first Conversion Optimization 101 post that you needed to pick up on the nuance that corporate culture trumps any conversion optimization tactics. Even so, we had some fabulous suggestions in the comments.
For my new home town, Austin, friends at Dell, here is Dell’s current desktop pricing table (click to enlarge the image):
How would you optimize it? List as many testing ideas as you think make sense.
*Update: to read the follow up post read:
New @TheGrok Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/h0OdZxYl
Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/CPbO4HQh
RT@TheGrok Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/qOHRGWV0
A comparison table, as used by UK site Comet, would work better. Less busy and allows for side by side feature comparison. Also has a handy ‘highlight differences’ button.
http://i.imgur.com/JBilf.png
“Less Busy” for sure!
Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/oXLBDKAJ via @TheGrok #CRO
Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/Y2YfHxfj via @TheGrok
Optimización de la conversión para listas de precios – Ecommerce http://t.co/nxHpQmjb vía @TheGrok
Conversion Optimization 101: Pricing Tables – Ecommerce: On Twitter, I shared a link to this… http://t.co/OOUVPOeZ
#leo Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/Ls4CCikU
I would test whether having just the 3 desktop machines converted better the 5 choices on the page. I’d eliminate the Mini Tower and Small Form options from the variation page to see if the 3 remaining desktop machines generated more overall conversions (eliminating confusion over which of the 3 very similar choices to pick) and whether it increased the average order size by moving people up to one of the machines with a larger processor.
They always used to use 3, not sure when they switched to 5 and if that was tested. I’d be curious to find out.
A few things stick out to me:
1) There is a lot of noise of having 5 systems where a lot is identical, slim to the 3 on the right and create obvious positioning for each. A budget system, a top technology system, and a best buy in the middle. Use color and design to create obvious visual differentiation. Right now, there is just $20 separating the first 3 models! Those are essentially identical. Why show them all?
2) If you have to keep all 5, I would give each a tag/flag on the top of the column that makes them clearly different. Basic, Best value, For tight spaces, better performance, Top technology, etc.
3) Why does the one on the end have a monitor? This further confuses me – then I start trying to back out the cost of the monitor out of the cost to get apples-to-apples. Try all with monitors or all without, noting that you can add a monitor to anything. Or, try one with a free monitor add-on to see if that influences behavior.
4) I would test the button placement (would it be wrong to assume they have tested button text to death??). No need for the coupon code repeated each time – try a button there instead with the coupon code shared once on the page.
It’s almost like Dell just took the stuff that sells well in this segment and slapped them on a page together with no thought for how they relate to each other. If these pages do assemble dynamically, it would/might be harder to test new layouts.
Laura
All great points Laura!
At first glance I think Dell should remove/change the “strength bars” that are meant to help you rank systems. For me they would do something else, not buy. We all have cell phones and one bar out five is always bad news. Based on those bars the systems appear to be horrible, horrible, horrible, bad and maybe fair-minus?
I didn’t see that one, but it makes a ton of sense Bill.
“@AnnieCushing: Conversion Optimization 101: Pricing Tables – Ecommerce http://t.co/IbuaLdpE via @TheGrok #CRO” @heatherkujo
Anchoring:
1) Put the most expensive option first and a “top value” remarkable offer in the middle with visual emphasis.
2) Elements reordering:
Most important elements a the beginning
a)Product name and hardware/software details
b)Rating
c)Brief product description
d) Price – deal price – TOTAL SAVING
3) Reduce to the minimun internal links (I see to many options and useless elements (discount code paragraph, for example)
Here is my 5 min analysis approach: http://i.imgur.com/jDxTk.png
Nice job on the graphic. Some really good improvements here.
I would like to see the BAC kind of commercial description – benefits, advantages and specifications. All are the same. If they cannot clearly differentiate why 5 models? As I am a businessman and trying to buy a “built-for-business” computer, I would like to know more about wiifm there. I think they have to do first an analysis asking their target (customers or visitors) about the needs. After that they need also to differentiate the design for each column, so not display the same rating stars to all the models.. I want to see some differences. If the models are equal presented I (as a customer) cannot choose.
Already great suggestions to make the page visually better. Also nice catch on the strength bars Bill!
The copy on top of the pages reads: Featuring pre-built and popular systems, now with free next business day shipping.
Maybe it is because of the screenshot but it seems like these two elements, the most popular systems and free shipping, are important and do not stand out in the current design.
These are the most basic systems they sell and I can imagine the shoppers being quite price conscious in this segment. So it is even more important to remember that the options do not just compete with each other but also with competitive offerings with little differentiation. So indicating that the selected systems are popular and offer a good price/value is important.
Right now the pictures look all the same. The only thing that changes is the price. It’s not immediately clear why the price varies almost $200 between the offerings. (Is that monitor included or not? Do the other systems have monitors? etc.)
I’d work on the differentiation + value build up.
This confused Dell page just reflects a confused Dell product strategy.
They need to think like a car (auto) company: a small number of clearly defined models to start off the buying journey – then some options.
The number of models could be just 5:
* Cheap laptop
* NIce laptop
* Cheap desktop
* Nice desktop
* Server room stuff
1. The difference between the first three items looks to be size of the box – test having 1 item instead of three with the option to switch box size – My hypothesis is that by having one box (mid-point) listed instead of three and allowing the customer to change form factor in the configurator will help push the average basket size higher.
2. All default computers have windows 7 installed on it, and a 250GB Hard Drive – is there an information design possible that groups standard items in a header or something instead of on each individual computer system? My Hypothesis is that showing the same information that applies to all of these computers is added mental overhead in trying to figure out what is different between each of the systems.
3. Based on the review stars, it looks like there is no difference between items 1, 2, 3, and 4 – and in fact they are all the same optiplex 390 system – does that mean that the reviews (that are all at 80) are applicable to each of these units equally? My hypothesis is that because they are all 4 stars, that customer review stars are not useful in making a decision – and a hypothesis would be that by showing only reviews related to the specific system would allow the targeted information needed to make a purchase decision.
4. The coupon code is applying a 30% discount and is the same across each of the systems – Test saying (Added to cart Automatically) below the coupon details so that the customer doesn’t have to worry about the coupon code – My hypothesis is that by using a coupon code – that is obviously the same across all systems – is added hoops to jump through in order to get to the purchase process.
5. Is the customer logged in at this point? If so, it would be great to show how many of each of these computers that are already in the business. My hypothesis is that by showing what systems are already in the business will provide the “safe” default choice for people to make.
Actually stating a hypothesis should earn you extra credit. Good job!
Bryan Eisenberg is a great teacher and is one of the fathers of conversion science. Pricing tables are ostensibly designed to help us to choose the right product for us. The main purpose of a page like this is “Help me choose.” Choice, as it turns out, is a conversion killer, so these pages can be very helpful.
This page needs to tell me which is “The best value.” A badge would be helpful, probably on the most expensive item.
The little “signal bars” are unique and may be helpful, but don’t really tell me at a glance what I want to know.
The copy is unhelpful. Instead of “Essential productivity…” how about “Great system for a tight budget.” Instead of “Yield better results…” how about “Good value ready for your network.” Instead of “2nd Generation Processor…” how about “This system has the power to do heavy number crunching, video editing and graphics.”
There are too many prices here — four to be exact. I say, pick two: Savings and total price. As an alternative, crossing out “Starting price” is a proven way to communicate value.
Finally, put the coupon code near the “Customize & Buy” buttons to give those transactional shoppers an extra push.
Conversion Optimization 101: Pricing Tables – Ecommerce: Comments:Bryan Eisenberg is a great teacher and is one … http://t.co/a8E0EUBn
Well, the copy writing, such that it is, could be a lot better. None of them have a strong or well thought out value proposition. Looks like they were all added as an afterthought. They all stress features over benefits.
The names also make me cringe. What the hell is a Optiplex 390 Small Form Factor? It’s meaningless.
The biggest issue I have is that they have made it all about price. There are four separate lines mentioning money: Starting Price; Total Savings; Dell Price and As Low As.
They could lose the first two as they are really irrelevant.
Plus each one is a different colour. Someone went mad with the crayon box.
I’m not fond of the ugly institution green Customize and Buy button either.
Also, the Coupon Code at the top, I totally missed seeing that on the first several views. It would be more effective in the body of the descriptions.
To sum up, the main problem is that none of the items on the page addresses the WIFM. Nothing on the page tells me what I’m going to get out of these products. There’s just no reason for me to buy.
PS Bryan,
I had serious problems trying to add a comment. First it said there was an error with javascript and cookies, even though I have them enabled. The tried signing in with Facebook and nothing happened. Then I tried Twitter and it simply wouldn’t load. Then I tried them all again until something worked. Don’t know what the problem was but it was frustrating