This Act! pricing section is effective for several reasons:
1. Clear Hierarchy and Visual Appeal:
- Tiered Structure: Three distinct tiers (Essentials, Standard, Expert) are clearly displayed with visual separation.
- Visual Cues: The “MOST POPULAR – BEST VALUE!” banner highlights a recommended option. Pricing is prominently displayed. “Try it free” button is clearly visible. The layout is organized and easy to navigate.
2. Value-Based Differentiation:
- Target Audience: Each tier description highlights the target user and their needs (e.g., “Basic CRM + eMarketing,” “Full-featured CRM + eMarketing,” “Advanced CRM + eMarketing”).
- Feature List: The feature list shows increasing functionality and value across tiers. Features are grouped logically and the “Everything in [previous tier], plus” messaging simplifies the comparison.
3. Transparent Pricing:
- Clear Pricing: Prices are clearly displayed for each tier, along with the per-user/month unit and billed annually clarification.
4. Addressing Different User Needs:
- Tier Names: The names suggest different levels of service and functionality.
- Target Audience Descriptions: The descriptions explicitly target different customer segments.
5. Strategic Use of Information:
- Call to Action: “Try it free” button is strategically placed.
- Feature List: The detailed feature list allows for easy comparison.
- Highlighting Key Features: The descriptions and feature lists highlight key benefits and features.
- “Everything Included” Messaging: This simplifies the information and makes it easy to understand what’s included in each tier.
- Logical Grouping of Features: Features are grouped into categories (e.g., Management, Marketing, Support) for easy understanding.
- Storage and Email Limits: Limits for cloud storage and email marketing are clearly stated.
- Optional Feature: The “(Optional)” label for Marketing Automation clarifies that it’s an add-on.
