Two conclusions sprang from our analysis:
A. They had to encourage people to document themselves before checking the pricing page. This was not to say that they had to make it difficult for people to check the prices, but they weren’t supposed to encourage it as a call to action.
So how do we get more people to spend more time on the site documenting themselves with respect to the product?
In this particular case we noticed that, previously, if visitors pressed sign-up they would automatically reach the price page, where they were supposed to select their package. So, we urged the company to give up this feature.
Instead, we encouraged them to implement a ‘learn more’ or ‘read more’ call to action.
B. On the other hand, for those who did reach the pricing page, the page should be redesigned with marketing techniques in mind.
Its main purpose should not be to merely show the prices, but to justify the prices by explaining the benefits of the various packages.
In fact, this page too became an informative page, helping the potential customers learn more about the product.
Basically, it meant the the pricing page didn’t necessarily need to have a fixed price, nor to be extremely clear price-wise, contradicting thus our client’s assumption, but to have a price that was justified by the benefits.