Presenting what things cost.
WHAT TO SHOW
The price, prominently What is included at each level What differs between options Any recurring or additional cost
WHAT TO AVOID
Hidden costs revealed later Options that cannot be compared More than a few options
WHY FEW
Beyond three or four, people struggle to choose and frequently choose nothing.
WHAT TO DO ABOUT MANY OPTIONS
Recommend one.
A suggested choice helps considerably.
WHAT TO MAKE COMPARABLE
The same features listed in the same order for each option.
WHAT TO EXPLAIN
Any term that is not self-explanatory.
WHAT TO ADDRESS NEARBY
The questions that follow: what happens at renewal, whether it can be changed, what is not included.
WHAT TO SHOW FOR CUSTOM PRICING
A range, or what it depends on.
WHY
"Contact us" alone loses people who will not.
WHAT TO TEST
Whether someone can choose without asking you a question.
