The Recurly pricing section is effective for several reasons:
1. Clear Hierarchy and Visual Appeal:
- Distinct Tiers: The “Core,” “Professional,” and “Elite” tiers are clearly labeled and visually separated.
- Consistent Layout: Each tier follows a consistent layout with descriptions, pricing (where applicable), features, and call-to-action buttons.
- Visual Cues: Checkmarks are used to indicate included features, enhancing readability.
- Clear Headings: The headings clearly indicate the purpose and target audience of each tier.
- Informative Descriptions: The descriptions provide a clear understanding of the value proposition for each tier.
- Call to Action Buttons: The “Try it free” and “Contact sales” buttons are visually distinct and clearly labeled.
- Headline Clarity: “Flexible Plans to Scale Any Business” clearly states the value proposition.
- Social Proof: The logos of well known companies are shown at the top and sides of the image.
2. Value-Based Differentiation:
- Targeted Descriptions: Each tier has a concise description that clearly identifies the target customer and their needs.
- Feature Progression: The feature lists clearly show the increasing capabilities of each tier.
- Specific Feature Differentiation: Features like “Handle up to $10M in annual subscription billing” and “Handle over $10M in annual subscription billing” differentiate the higher tiers.
- Quantitative Differentiation: The differences in user limits, payment gateways, and custom fields provide clear quantitative differences.
- Free Trial: The “Try it free” option for the “Core” tier lowers the barrier to entry.
3. Transparent Pricing:
- Clear Pricing Information: The monthly price and percentage of revenue are clearly stated for the “Core” tier.
- Contact Sales: The “Professional” and “Elite” tiers use “Contact sales,” indicating a tailored solution for larger clients.
4. Addressing Different User Needs:
- Small Businesses: The “Core” tier caters to small businesses with basic needs.
- Growing Businesses: The “Professional” tier is designed for businesses needing to scale their subscription billing.
- Large Enterprises: The “Elite” tier caters to large enterprises with complex needs and high-volume billing.
5. Strategic Use of Information:
- Benefit-Oriented Features: Features like “Process with any number of 20+ supported payment gateways” and “Will benefit from billions of API calls every month and unlimited webhooks” highlight the value of higher tiers.
- Clear Call to Action: The call-to-action buttons provide clear paths for action.
- Feature Lists: The feature lists clearly show the differences between the tiers.
- Concise Descriptions: The descriptions are brief and to the point, making it easy to understand the purpose of each tier.
