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A price list is one of the key elements of a website that directly influences a visitor's purchase decision. The conversion and sales level of your business depends on how clear, convenient, and attractive the price information is presented.
According to a study by the Baymard Institute, 68% of online shoppers cite inconvenient pricing as one of the main reasons for abandoning an order. At the same time, for 53% of users, it is important to be able to quickly compare different products or tariffs on one page.
That's why it's so important to pay special attention to the design and structuring of the price list. It should not only provide all the necessary information about the price, but also help the client make a choice in favor of your offer.
In this article, we will analyze in detail the basic principles and techniques of creating an effective price list for a website. You will learn
Let's start with the first and most important issue - choosing the format for presenting the price list on your website.
The determining factor when choosing a price list format is the type of your offer. Different options are optimal for a list of products in an online store, for services, and for the rates of a website or app.
Let's consider the main ones:
Presenting prices in the form of a table is the most versatile and common format. It is suitable in most cases, especially when you need to compare the characteristics of several similar items.
The tabular form allows you to compare not only prices, but also key terms and conditions, services, additional options, and other selection parameters. It is easier to make a purchase decision when all the necessary information is clearly presented in one place.
A typical example is a hosting provider's price list with tariffs for different service packages. The customer can easily see the difference between the tariffs and which one is more suitable for their needs:
Tariff | Disk space | Number of sites | Domains | Price per month |
| Start | 10 GB | 1 | 1 | 150 UAH |
| Business | 30 GB | 5 | 5 | 350 UAH |
| About | Unlimited | Unlimited | 10 | 500 UAH |
Presenting each item as a separate block is suitable for a small number of products, as well as in cases where it is important to show a photo and product description.
The tiled structure allows you to be more creative with your design and place visual accents on special offers and popular items. It is also easier to adapt to mobile devices than a bulky table.
It is important to highlight key information on the tile:
When the price depends on several variable parameters, it is convenient to provide the customer with the ability to calculate the price for their specific request.
Typical examples are calculating the delivery price depending on weight and distance, or calculating the cost of construction work depending on the area and materials.
In this case, the page contains a mini-form or a calculator widget with fields for entering parameters and the final price.
For example, a shipping calculator may contain:
This format will not only simplify the calculations for the customer, but also increase their engagement with your website.
Often, the best solution is to combine different formats of price presentation on a page. This allows you to provide a maximum of useful information in an easy-to-understand form.
For example, you can combine hosting plans in the price list:
Or for an online hardware store:
Whichever format you choose, the main thing is to adhere to a single design style, focus on key information, and provide maximum convenience for the user.
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The design of a price list on a website should solve three main tasks:
Let's take a closer look at the design principles that will help you cope with these tasks:
Avoid cluttering up your pricing page with unnecessary design elements. Use enough free space (whitespace) to visually separate blocks of information and make it easier to read.
For example, in a price table, the optimal column width is 50-300px, and the row height is 30-50px. A smaller size will make the data hard to read, and a larger size will lead to unnecessary stretching of the table.
For long price lists, provide an option to collapse or hide some of the rows to show only a few items and a "Show more" button. This will make the page more compact and convenient, especially on mobile devices.
Use the principles of visual hierarchy to direct the user's attention to the most important information and actions on the page.
For example, in the design of tariffs, it is reasonable to highlight the name and price of the tariff and shade less important details.
10 GB of space Unlimited traffic Priority support
The design of the price list should organically fit into the overall style of the site in terms of color scheme, typography, and design of elements.
Otherwise, the pricing page will be perceived as an alien element, which will cause distrust among visitors and reduce conversion.
Use brand colors for accents, backgrounds and textures from the main website design, a single font set and button styles for all pages.
A price list should look and work equally well on any device - from wide desktop monitors to narrow smartphones.
To ensure adaptability and ease of use:
Test your price list on real devices or in mobile browser emulation mode to identify problems with usability and display of elements in time.
By following these principles when designing a price list, you will get a user-friendly and attractive page that displays all the necessary information without annoying flaws.
How logically and clearly the information in your price list is structured for the client depends on their willingness to study the options and the ease of choosing the right one.
There are several main ways to effectively organize data in a price list:
An easy and intuitive way is to divide all items into categories by content or type. For example, you can define categories for building materials:
And in the price list of an advertising agency, the categories can be as follows:
Within categories, items can be conveniently arranged alphabetically (by name), by price (from cheap to expensive), or by popularity.
If it is important for the client to compare items by a certain parameter, structure the data in the price list according to the principle of "from smaller to larger" or "from simple to complex".
For example, in a hosting price list, you can arrange the tariffs in ascending order of disk space size:
And in the price list for rolled metal products, sort by thickness or diameter.
If you offer several price options for the same product or service (for example, subscription rates), it makes sense to highlight this in the price structure.
Build the price options in ascending order of price, but name them according to the use case or audience:
Option | Startup | Business | Premium |
| Number of projects | 1 | 5 | 10 |
| Storage capacity | 5 GB | 50 GB | 100 GB |
| Technical support | Email, chat | 24/7 by phone | |
| Price per month | 250 UAH | 500 UAH | 1500 UAH |
Clearly defining the differences between the price options and their typical audience will help the client choose the right one faster and avoid overpaying.
To make it easier for your customers to make a choice and direct them in the right direction, it's helpful to highlight recommended items. These can be the most popular products, options that are optimal in terms of price/quality ratio, or profitable complex solutions.
Mark such items in the price list with a special icon ("Recommended", "Customer Choice") or color and place them in prominent places - at the beginning of the list, in the center of the page, on colored plates.
You can also highlight recommended options in a separate block for quick access:
<section class="recommended">
<h2>Our recommendations</h2>
<ul class="recommended-list">
<li>
<h3>Standard tariff</h3>
<p>Ideal for small businesses</p>
<p class="price">500 UAH/month <a href="#">Connect</a></p>
</li>
<li>
<h3>GT Racer Chair</h3>
<p>Unparalleled comfort for long hours of work</p>
<p class="price">7500 UAH <a href="#">Buy</a></p></p>
</li>
</ul>
</section
Recommendations increase the average check and make the work of managers easier by removing common customer questions about the choice.
For long multi-item price lists, filters and sorting are a must. They help the customer quickly find the items they need according to the specified criteria.
Basic filters for the product price list:
For the service sector, there may be filters:
Sorting is usually available by the following criteria:
In addition to the prices themselves, you can use additional price marketing techniques in your price list that will motivate customers and increase the average check.
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Here are the most effective and proven ones:
Encourage customers to make complex orders by offering them a discount for the volume of goods/services purchased. For example:
Volume discounts in the price list should be presented in the form of a separate block or banner so that the customer can notice them immediately. It will also be useful to show the final amount of savings in monetary terms to clearly demonstrate the benefits.
Give customers the opportunity to try your service or product for free for a certain period of time. This will make it easier for them to make a decision in your favor, because they will already have time to feel the value of your product.
Typical options for trial periods in the pricing:
Always clearly state the terms of the free period: what services are included, how to cancel, and whether the payment will be automatically charged after the end of the free period. Anything less than clear can negatively affect customer confidence.
Stimulate demand for certain products/services from your price list with temporary promotions and special offers. For example:
Make promotional items in the price list visually different from others. Use bright colors, icons, special symbols (percentage, lightning, gift). Add a time limit element (timer, end date of the promotion). All this will further motivate the customer to buy.
Encourage loyalty and repeat purchases by offering customers a cumulative system of discounts or bonuses for each order.
Implementation options:
Put information about savings programs in the price list in a separate block next to the prices. Give the customer the opportunity to immediately understand how to get your discount and what their benefits will be.
Sell several products or services from your price list as a single package at a common price. With a slight discount, you will increase the average check and help the client get a turnkey solution.
For example:
Make service packages in the form of separate cards in your price list with a detailed description of what is included and what the final benefit will be for the client.
By using the above elements of increasing conversion and price incentives in your price list, you can not only provide your site visitors with the necessary information, but also push them to make a purchase decision that is beneficial for you. Experiment and analyze which approaches are most effective for your niche and audience.
To make the price list on your website as informative as possible and to avoid raising additional questions from customers, include not only prices and descriptions of goods/services, but also important related information:
It is important for the customer to immediately understand how they can get your product and what payment methods are available. Therefore, add brief information below the price or next to the prices:
Make this information as visual as possible - use delivery and payment system icons, highlight key numbers and terms.
If you offer a warranty for your products or services, be sure to include its terms and conditions next to your price list.
Also add information about your return and exchange policies:
All of this will increase the credibility of your offer and give the customer additional confidence in their purchase.
It is not always possible to describe in detail all the nuances of your products and services in the price list. Therefore, it will be useful to provide a link to a Frequently Asked Questions (FAQ) page where you answer the most frequently asked questions of your customers:
A high-quality FAQ will help customers quickly get the information they need and increase the likelihood of ordering.
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Include a short block about your company in the area next to the price list to help build trust with potential customers:
Also, leave convenient ways to contact us if the client has any questions about prices and conditions:
Specify the working hours of your tech support and the average response time so that the customer understands when to expect a response.
Additional information in the price list allows the customer to make the most complete impression of your offer and terms of cooperation. This means they can make an informed decision and are more likely to make a purchase.
For your website price list to work as an effective sales tool and not scare customers away, it's important to avoid common mistakes in its design:
Try not to overload the price list with unnecessary details, characteristics, and descriptions. The customer should be able to quickly find the key information - the name, price, and terms of purchase. Everything else can be found via a link or a pop-up prompt.
Also, don't clutter up your price list with dozens of product items. It's best to show the 5-10 most popular items first, and display the rest when scrolling or going to a separate page.
Make sure that the prices in your price list on your website always match the current prices at offline points of sale. If a customer sees a higher price in the store than on the website, it will undermine their trust and desire to buy.
Also, all prices on the website should be final, including VAT and other mandatory payments. The client should not find any hidden fees at the last moment.
Nowadays, more than half of Internet traffic comes from mobile devices. Therefore, your price list should be adapted for display on smartphones and tablets:
Check the display of the price list on real mobile devices and make changes for the convenience of users.
Make sure that all product items in your price list are up-to-date and correspond to the current assortment. Remove items that you no longer sell in a timely manner, add new products, and update descriptions and specifications.
The same applies to prices - they should always be up-to-date and in line with your current pricing policy. Make changes promptly during discounts, sales, and price increases. Outdated information can be misleading to customers and even lead to lawsuits.
Even if your price list contains all the necessary data, there is no guarantee that visitors will see and understand it. Because the presentation of information is no less important than its availability.
Always structure and visually design your price list:
To test the usability and readability of your price list, let an ordinary person from your target audience look at it. Ask him or her to find certain data or answer typical customer questions. If it's difficult to do so, refine the structure and design.
Competent price list design directly affects the conversion of your website and sales.
Avoid these common mistakes and regularly analyze and improve your price list. It should not be a formal element of the website, but a working tool for your sales.
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