Price information on a BtoB site is also the trigger for users to become aware of products and services and visit the site, and is content that is located closer to conversion than other content on the site.
This time, while introducing BtoB sites of
SaaS
companies, we will explain important points when considering pricing pages.
Importance of pricing information on BtoB sites
BtoB sites may intentionally not list detailed prices for products and services in order to increase inquiries and downloads of materials. This is done in order to connect the user’s need to know how much it will cost to consider a product or service as a motivation for conversion.
In a survey conducted by Medics Co., Ltd. targeting people who have been involved in the introduction of their own IT products and services, 61.5% of respondents said that “price” was the most interesting content on a company’s homepage. . Needless to say, the price of a product or service is an important factor when considering a product or service, and is one of the information users most want to know on a BtoB site.
Based on this, important considerations are whether or not to post price information for products and services on BtoB sites, and if so, how to express prices. Furthermore, even within the same site, the impact on conversion can vary greatly depending on how price information is posted and the CTA that is set up as a follow-up line. Therefore, improving pricing information can also lead to measures to improve conversion rates.
Role of pricing information on the site
Pricing information on the site plays an important role in the awareness and comparison phase of the decision-making process leading up to user adoption.
First, in the awareness phase, users who have somehow learned about a product or service visit the site to find out how much the product or service costs. This is your first access to pricing information. At this time, there are cases where sales lead to conversion and use pricing information as an opportunity to approach customers. In this phase, pricing information can be said to play two roles: attracting customers to your site and converting them.
Next, when you move to the phase of comparing similar products and services, you will start looking at information related to pricing, such as what plans are available, what functions are available, and how much they cost. In this phase, there may be cases where sales are approached to guide customers to conversion after conducting comparative studies, and to provide plans and proposals that suit the company. This phase is responsible for promoting conversion.
Five patterns in the price description
Unlike BtoC sites, where conversions are directly linked to sales, BtoB sites do not necessarily need to list prices. When I looked at the BtoB sites of SaaS companies, there were five patterns regarding pricing information.
①Do not post any pages or information about prices
<br/>The first pattern is not to post any information about prices.
When accessing the top page of Kaipoke, a SaaS service for nursing care providers operated by SMS Co., Ltd., there is no page regarding fees. Although there is information regarding fees in the “Frequently Asked Questions” section, there is no detailed information on fees. The site is unique in that it is extremely rich in content, including basic content such as function pages and case study pages for “user feedback,” as well as articles and seminars on “basic knowledge of nursing care.” .
②Put information about prices on the top page, but do not post detailed prices.
The second pattern is to post information about fees on the home page, but without listing detailed fees, and directing users to contact us or request information if they want to know more.
On the site of the business SNS “Wantedly” operated by Wantedly Co., Ltd., the price benefits are listed in the middle of the top page as follows: “No performance fees. You can reduce recruitment costs.” Clicking on the CTA that says “View table” will take you to the price list download page.
In addition, the follow-up sidebar also states “Click here for pricing for various plans” to ensure that users are directed to the same page. The navigation is designed to encourage users who want to know prices on the site to download the materials.
https://info.wantedly.com/aboutlist_price_serviceguide_download.html
③Put detailed prices on the top page
The third pattern is to display detailed prices on the top page. There were two ways to display prices: one that listed the lowest price, and one that listed prices for each plan.
“BtoB Platform Billing”, one of the BtoB platforms developed by Infomart Co., Ltd., lists usage fees on the top page. We set out the minimum charges as “Initial fee: 100,000 yen ~” and “Monthly usage fee: 5,000 yen ~”, and the supplementary information below the announced price says “Cost simulation is possible depending on usage conditions. Please contact us once.” This is set to direct you to contact us.
https://www.infomart.co.jp/seikyu/index.asp
④Create a pricing page, but do not post detailed pricing
The fourth pattern is to create a page dedicated to pricing, and if you want to know detailed pricing, you will be directed to contact us or request information, but you will not post detailed pricing. The pricing page does not list detailed pricing, but rather information about pricing, such as the pricing structure and features included in the pricing.
The pricing page on the website of Sansan, a cloud business card management service for corporations, lists information about pricing in the form of a “pricing system.”
The pricing system includes three editions: “Lite,” “Standard,” and “DX”, and the features of each edition, as well as initial costs, operational support costs, and license fees (monthly), are listed in table format from the top. It is published in. Regarding costs, we will provide the most suitable plan based on the “request for quotation form” submitted by the customer. ” and is set to direct you to contact us.
In addition to the “pricing system,” the pricing page consists of three pieces of content: “Frequently Asked Questions” and “Procedure for Implementation,” providing users with the necessary information before making an inquiry. are listed together with the prices.
⑤Put detailed prices on the price page
<br/>The last pattern is to post detailed prices on the price page.
On the price page of the cloud POS system “Smaregi” site, which has the same corporate name, monthly charges and features for each plan are listed in a table format. Below the price list, there are cost simulations before and after the introduction of the service, as well as examples of “customer feedback”, and the page is structured in such a way that you can see not only the price, but also the effects of the introduction.
Conversion Point is unique in that it offers a wide variety of options in addition to inquiries, such as a 30-day free trial, in-showroom experience, and online consultation.
https://smaregi.jp/price/
Points to consider when displaying prices
Based on the sites of five Saas companies, we will introduce points to consider regarding pricing information on BtoB sites in order.
① Consider posting fee information
<br/> First, consider whether to include fee information, including detailed fees, or not.
If you decide not to post information about prices, you can consider measures to increase conversion by enriching non-price content and CTAs to meet the needs of users who want to know the prices of products and services. Masu.
② Consider displaying detailed prices
<br/> If you decide to post information about prices, there are two issues: whether to post detailed prices or not, and whether to create a price page or not. Let’s consider the points.
First of all, regarding the display of detailed prices, it is difficult to display detailed prices in the first place, especially in the case of enterprise plans or services that require development for each company. Additionally, as mentioned above, it is possible to intentionally not display the price of a product or service in order to link the user’s need to know the price of the product or service as a motive for conversion. You need to consider the appropriate form that suits your company, taking into account the features of the product/service and the design of the path to conversion.
Then, if you are unable or decide not to post detailed prices, consider what information about prices to include. Specifically, it is as follows.
- Price structure (plans and plan details, initial costs, installation costs, monthly costs, options, etc.)
- Display of estimated charges as an example
Additionally, if you decide to include detailed pricing, you should consider the pricing structure to make it simple and easy to compare. The details are also as follows.
- Summary of prices and features for each plan in table format
- Highlight recommended plans (plans you want to sell the most)
- Post option prices
③ Consider creating a pricing page
<br/>Next, we will consider creating a pricing page. If you decide to create a pricing page, in addition to the pricing information determined in step 2, you will also need to consider what kind of content will be posted on the same page. Specifically, the content is as follows.
- Frequently asked questions and answers
- Flow of introduction
- Cost simulation before and after implementation
- Company case
- Introduction record and company logo
Frequently asked questions and answers and the implementation process are useful content when users are in the implementation phase. In addition, cost simulations before and after implementation and company case studies are content that allows you to recognize the effects of implementation and realize the cost-effectiveness of the price. This can be said to be effective content during the comparative consideration phase. A track record of implementation and a company logo can foster a sense of trust, and can be said to be effective content at any stage.
If you do not create a pricing page and post it on the top page, you need to consider where to post the pricing information. The top page consists of a variety of content such as product/service features, introduction benefits, and company case studies, so it is necessary to consider a structure that allows users to access the site without any problems and then get to the pricing page. .
④ Consider the path from price information to conversion
After making the conscious decisions in ② and ③, the final step is to consider the path from price information to conversion. There are five variations of CTA, and from among them, consider the most appropriate CTA for your company based on the features of your product/service, user needs, and your company’s sales resources and strategy.
- inquiry
- Online consultation/showroom reservation
- Trial/Free Plan
- Price simulation/estimate request
- Download service materials and price list
If the user only wants to know the price of a product/service, download service materials/price lists, or get competitive quotes from multiple companies for similar products/services, price simulation/estimates are available. Appropriate. Also, if you want to actually use the product or service, a trial or free plan is appropriate, and if you want a proposal that is more suitable for your company, an online consultation is appropriate.
At the same time, we will also consider the corporate perspective. For example, if a user only wants to know the price, if the detailed price is available on the site, that need will be met by seeing it, so the user will leave the site and not convert.
If you want to increase the number of conversions here, consider changing the design to only include information about prices, without posting detailed prices, and directing users to download service materials and price lists. However, users who only want to know the price are likely still in the information gathering phase. If you’re not looking for leads in this phase now, it’s probably fine to leave detailed pricing on your site.
Taking a deeper look, if sales resources are sufficient but there is a shortage of projects, it is appropriate to set up light conversions such as document downloads to increase conversions. If the conversion rate of trial and free plans is high for a long time and the conversion rate of subsequent contracts is high, it will be appropriate to set up trial and free plans in conjunction with displaying detailed prices.
In this way, it is important to consider how to respond to user needs based on your company’s sales resources and strategies when using CTAs that lead to conversions from pricing information.
summary
- The survey found that the most interesting content on a company’s homepage was “price” at 61.5%, indicating that product/service prices are important information for users when considering products/services.
- On BtoB sites, pricing information plays the role of attracting customers to visit the site and guiding them to conversion during the user awareness phase, and the role of guiding them to conversion during the comparison consideration phase.
- There are five patterns for posting price information on BtoB sites:
① Do not post pages or information about prices. ② Post information about prices on the top page, but do not post detailed prices. ③ Post detailed prices on the top page. ④ Create a price page, but do not post detailed prices. ⑤ Prices. Add detailed pricing on the page
- When setting up CTAs that lead to conversions from pricing information, it is important to consider how to respond to user needs based on your company’s sales resources and strategies.