Pricing tables are a great way to compare similar or tiered product options, as they provide a quick visual comparison for customers. They also provide the space you need to make a case quickly for why your product is a great fit, and which option is right for your customer.
However, they also provide the ability for you to anchor your own pricing and to drive customers towards the product you’d like to sell when they’re designed well. This can be a huge help in increasing your average order value or sales of a particular product option, and fortunately they’re easy to set up with many WordPress plugins.
Before we get into creating pricing tables with WordPress and integrating them with your eCommerce plugin, let’s briefly go over a couple of keys to designing a pricing table.
While you may thing about colors and design first, there’s something that’s even more important to consider: your content. This case study on optimizing the Mad Mimi pricing page is an interesting one that shows how button text and the list of features are extremely important in terms of conversions. Make sure your line-item text for each tier is clear, concise, and unambiguous – customers should understand exactly what they’ll be purchasing.
Testing your button text over time to see how this affects your conversion rates is a valuable strategy as well. Button content that avoids generic text such as “Sign up” or “Purchase” tends to perform better in terms of conversions, but setting up an A / B split test for different copy is always the best strategy.
You’ll also want to pay attention to the order of your pricing table options. Typically, you’ll want to put your most valuable option or the one that you’d like to drive sales to in the middle and highlight it in some way. Putting your options in descending order of price can also help, as customers will see higher priced tiers first. This ensures that they don’t ignore these higher-priced tiers, and that the cheaper plans seem like a better value in comparison since you’ve anchored the price against your higher plans.
However, take note from the Mad Mimi case study above: if you have price-conscious customers, this strategy may harm you as customers immediately think your product is too expensive.
Adding strikethroughs for options that are present in some plans but not others can also encourage customers to go for a higher-level plan and makes it easier to see the differences between tiers. You can do this with the pricing table plugin we recommend by wrapping these options in
Using pricing that ends in 9 is also a great strategy, as this pricing yields the highest conversions based on several pricing studies. The only thing better than ending pricing in 9 is having an “old” price and a new sale price.
You could also experiment with omitting the currency sign, as this sometimes gives the perception that pricing is less.
As most WordPress eCommerce plugins are focused on creating a shop catalog, they don’t include the ability to create pricing tables. The best, most reliable plugin I’ve found to create pricing tables with WordPress eCommerce plugins is the Easy Pricing Tables by Fatcat Apps plugin (not to be confused with the other Easy Pricing Tables plugin, which isn’t very good).
This free plugin will let you create a pricing table and tweaks some of the display and colors within just a few minutes.
Once you’ve downloaded it and installed it, you can create a new pricing table from the “Pricing Tables” menu. Here you can add columns to your pricing table, prices, features, button text, links, and mark a column as featured.
Once you’ve entered all of the relevant information (hopefully paying attention to some of our design tips above), you’ll want to head over to the “Design” tab. Here you’ll be able to set up some of the styling options for your pricing table. You can change the text for the featured column marker, adjust font sizes and button colors, and add your own custom CSS to change the pricing table design.
Once you’ve completed your pricing table setup and design modifications, you can then save it and click “Deploy” to get a shortcode. Copy this shortcode, and put it on a page or post.
Now your pricing table will be inserted into the page or post of your choice, and will use your text and design options:
Your page / post editor will also now include a handy “Insert Pricing Table” button next to the “Add Media” button so that you can quickly add pricing tables while creating or editing posts and pages.
Creating Easy Digital Downloads pricing tables is really easy with the Easy Pricing Tables plugin. The best part about using EDD with a pricing table is that you can easily add products to the cart directly from the pricing table without going to the product page at all.
EDD provides the ability to do an “add to cart” action via URL (documentation here if you want further reading). To do so, you’ll structure your URL like this:
https://MYSTORE.com/checkout part with the URL of your checkout page, then we’ll add the rest of the address. You’ll need to replace the
PRODUCT_ID part with the ID for the correct product. You can get this really easily by viewing your list of downloads and checking out the “Purchase Short Code” column. The id attribute here is the product ID:
Now you can insert that product ID in the URL, and paste the entire URL into your pricing table for the Button URL. Do the same thing for each product in your pricing table.
Using variations of a product instead? You can also pass in the variation via URL. You’ll have to add a tiny bit more detail to the end of your URL – add something like this after the address for your checkout page:
PRODUCT_ID with the correct product ID. We’ll replace
VARIATION_ID with the ID for our variant. When you view the variations of the download, they’ll simply be in order from 0, 1, 2, and onward. Count down to the variation you’d like to use, and add the correct number for variation ID.
Take it further
The last thing you can do is pass in a discount via the URL. This is helpful if you want to use the “on sale” old price vs new price trick we mentioned in our tips above.
We explained how to do this in our Easy Digital Downloads 2.0 review, but basically you’ll add
&discount=CODE to the end of the URL. Replace
CODE with whatever the coupon code is. This is really handy so that you’ll show a discount applied in the cart so customers feel like they’re getting a deal or special on the product. Your Button URL will now look something like this:
When someone clicks the button, they’ll be able to see the product and the applied discount:
Creating WooCommerce pricing tables is very easy as well, and is done in a very similar way to Easy Digital Downloads. You can pass product and variation IDs into the Button URL so that customers add the products directly to the cart.
If you’re using the URL Coupons or Smart Coupons extensions, you can also pass coupons into the cart via URL. URL coupons will even let you add multiple products to the cart at a time if you want to use discounts.
However, I’m not going to write up a quick tutorial on this one because Patrick Rauland already did a great job with this. You can read his tutorial here.
Paid Memberships Pro can also be used to create a pricing table for your membership levels.
By default, your membership levels are displayed in a table via the
[pmpro_levels] shortcode. While this may work for you, you may want a landing page with a pricing table to compare membership benefits instead. This provides customers all the information they need to make a purchasing decision immediately, while a list does not.
If you’d like to use the pricing table, you can really easily get the links you need by using the table PMPro has created for you. Click the “Select” button for a membership – you’ll be directed to a URL for the checkout page. It will probably look like this:
That’s the URL you’ll want to insert for the button URL in your pricing table. You can use this same URL and just change the
LEVEL_ID for any PMPro membership level. You can find level ids while viewing a list of all memberships as well:
Inserting this link into your pricing table will direct customers to the checkout for that level directly after clicking.
If you’re using another plugin, such as Shopp, WP eCommerce, Jigoshop, or Exchange, you can still create a pricing table. However, you’ll need to add an extra step to do so. Instead of linking to the cart or checkout and adding the product directly via URL, you’ll simply have to link the product page.
This require an extra step to purchase since there’s no add-to-cart URL with these plugins, which unfortunately introduces a leak in your conversion funnel. However, testing a pricing table vs another method, such as a list with add-to-cart buttons might be worthwhile.
WP eCommerce, Jigoshop, and Shopp to provide “add to cart” shortcodes to generate an Add to cart button, so you could create a CSS pricing table around these buttons manually or create a list of pricing options. You could also have a pricing table designed around the “Add to cart” buttons generated by these shortcodes.
Here’s what you’d use:
- WP eCommerce =
- Jigoshop =
- Shopp =
[catalog-buynow id='PRODUCT_ID'](includes product details as well)
You can get the product ID by editing the product and looking at the URL. The product ID is the same as the post_id:
While some WordPress eCommerce plugins make this easier than others, it’s possible to create a pricing table with many eCommerce plugins. You can link to the product page, or with EDD, PMPro, and WooCommerce, you can even link right to the checkout and add products to the cart via URL.
Easy Pricing Tables helps you create pricing tables with WordPress in a matter of minutes, and can be used for your landing or sales pages alongside of your eCommerce plugin.