The Pandadoc pricing section is effective for several reasons:
1. Clear Hierarchy and Visual Appeal:
- Distinct Tiers: The “Free eSign,” “Essentials,” “Business,” and “Enterprise” tiers are clearly labeled and visually separated with different background colors.
- “MOST POPULAR” Label: The “Business” tier is highlighted as “MOST POPULAR,” guiding user choice.
- Consistent Layout: Each tier follows a consistent layout with descriptions, pricing, 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.
- Pricing Clarity: The monthly per-user prices are prominently displayed.
- Call to Action Buttons: The “Create a free account,” “Start a free trial,” and “Contact sales” buttons are visually distinct and clearly labeled.
- Annual Discount: The 17% discount for annual billing is prominently displayed at the top.
- Billing Toggle: The ability to switch between Annual and Monthly view is present.
2. Value-Based Differentiation:
- Targeted Descriptions: Each tier has a concise description that clearly identifies the target customer and their needs.
- Feature Progression: The “All the [Previous Tier] plan features plus:” structure clearly highlights the added value of higher tiers.
- Specific Feature Differentiation: Features like “CRM and Zapier integrations,” “SSO support,” and “API” differentiate the higher tiers.
- Free Option: The “Free eSign” tier offers a starting point for users with basic needs.
3. Transparent Pricing:
- Clear Pricing Information: The monthly per-user prices are clearly stated for the “Essentials” and “Business” tiers, and the “Free eSign” tier is clearly marked as “Free.”
- Enterprise Contact: The “Enterprise” tier uses “Let’s talk” and “Contact sales,” indicating a tailored solution for larger clients.
- Free Trial Offer: The “Start a free trial” option for the “Essentials” and “Business” tiers reduces the barrier to entry.
4. Addressing Different User Needs:
- Basic eSignature Needs: The “Free eSign” tier caters to users with basic eSignature needs.
- Document Creation and Tracking: The “Essentials” tier is designed for users needing document creation and tracking.
- Automated Workflows: The “Business” tier caters to users needing to automate document workflows with CRM integrations.
- Enterprise Needs: The “Enterprise” tier is for organizations requiring advanced features like SSO and API access.
5. Strategic Use of Information:
- Benefit-Oriented Features: Features like “Templates,” “CRM and Zapier integrations,” and “API” highlight the value of each tier.
- Clear Call to Action: The call-to-action buttons provide clear paths for action.
- “MOST POPULAR” Highlight: The “MOST POPULAR” label on the “Business” tier influences user choice.
- Feature Lists: The feature lists clearly show the differences between the tiers.
- Annual Discount: The annual discount incentivizes users to commit to a longer-term plan.
