​⚔️ The Battleground

Your pricing page is a powerful sales asset.

That said, according to research by ProfitWell, most companies spend only 6 hours total on their pricing strategy.

If you can’t remember the last time you reworked your pricing page…

And if you’re not seeing the conversions you’d hoped for from your pricing page… this Brainy Battle is for you!

In the third issue of Brainy Battles, we’ll analyze: Pricing Pages.​
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💪 Meet Your Fighters

Your pricing pages feel the weight of the world.

They’re the very last step of the buying journey. The one marketing asset every single customer has to come into contact with.

That’s a pretty big deal.

No wonder brands like Picsart and Canva use buyer psychology to make their pricing pages POP.

But which brand reigns supreme? You decide!
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Fighter #1: Canva Pricing Page

Canva pulled in $1 billion in revenue in 2022.

We have a feeling they didn’t make that happen by throwing together a pricing page and hoping for the best. They likely used heat maps, A/B testing, and did in-depth customer research to figure out what their buyers’ objections and hesitations were.

Let’s explore some of the brainy things Canva does on their pricing page to help generate $1B.

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🧠 Why It’s Brainy

Jobs-To-Be-Done

People don’t just wake up one day and randomly decide to signup for design software. They discover Canva because they have a specific “job” that needs to get done. They may need to create a video to attract new customers, or get a quick logo and business cards for their new side hustle so they look (and feel) legit.

By highlighting specific use cases on their pricing page, Canva reminds prospects that they’re the right solution to help them get the job done. (More in jobs-to-be-done here)​

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Learn more on jobs-to-be-done here​
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​Social Proof​

If you’re a regular Why We Buy reader then you’ve heard me talk about social proof before. Why do so many brands share the company logos of their customers? Because when prospects see that big brands are already using Canva, it makes them feel confident that it’s a trustworthy company and high-quality product.

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​Framing Effect​

Canva offers 3 different plans. But rather than simply listing the features of each plan and leaving prospects to wonder which one is right for them, they’ve cleverly framed each plan around a specific customer avatar.

They’ve even built landing pages for each type of buyer (Free, Pro, Team, Education, and Non-Profit) to clearly frame Canva as the perfect solution for people like them.

Smart, huh?

​Fighter #2: Picsart Pricing Page

Picsart is another awesome design software (they’re also a happy Superside customer). But unlike Canva, which touts itself as a tool to design anything, Piscart is specifically for editing photos and videos.

Picsart’s customers are design nerds (like me), so of course their website looks great. But they’re also doing some very smart things on their pricing page that you’ll wanna add to your swipe file.

Let’s explore it…

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🧠 Why It’s Brainy

​Perceived Ownership

Picsart wants prospects to test-drive their app (with as little commitment as possible). They strategically give trial users full access to all their tools for 7 days. Picsart knows that once users feel ownership over the product, they won’t want to lose access to the premium features they’ve come to love.

​Regret Aversion​

Before buyers read the pricing table, Picsart carefully de-risks their offer. By adding in copy that shows buyers can cancel at any time and don’t need to commit to access the trial, Picsart makes signing up an easy “yes.” They answer potential objections upfront, thereby reassuring prospects that they can give it a try without fear of regret.

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​Herding​

Humans instinctively like to follow the herd. It’s why we see fashion trends take over (aka how Crocs managed to make a surprising comeback). It’s also why people gravitate towards the software AND the plan everyone else is using. By highlighting their most popular plan, Picsart nudges prospects to follow the herd and choose that plan themselves.

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🤔 Who Nailed It?

Picsart and Canva both use brainy techniques to convert more web visitors into new merchants.

Which brand do YOU think has the smartest pricing page?

Cast your vote for a chance to win!

The prize (worth $997)?

• A free mini ad in the next issue of Why We Buy
• A free 15-min audit of one of your marketing assets (maybe your own Product Page?) with specific recommendations on how to improve it

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Your vote earns you a chance to win an ad spot in the next issue of Brainy Battles where we’ll promote your biz to 20,000 readers…

Like this one 👇👇👇

💥 The Short of It

Your pricing page is like a 24/7 salesperson for your business. It can either persuade prospects to take the leap or sending them searching for a different solution.

Smart brands like Picsart and Canva are continually optimizing their pricing pages. It takes time to do it right, but it definitely pays off.

While the Picsart team is running A/B tests, building new product features, and engaging their design community, they rely on Superside for their own design needs.

Why? Because when you’re too busy to DIY, having world-class designers on call is huge competitive advantage.

Are you working on new ads? Check out Superside’s free resource: The Definitive Guide to Digital Ad Design​
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Until next time, happy selling.