The Act-On pricing section is effective for several reasons:
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Clear Hierarchy and Visual Appeal:
- Headline Focus: “Plans and Pricing” is straightforward and clearly indicates the purpose of the section.
- Currency Selection: The prominent currency selection (
$USD, € EUR, £ GBP) allows users to immediately see pricing in their preferred currency.
- Active Contact Slider: The interactive slider for “Active Contacts” allows users to visually select their contact range and see the corresponding pricing. This is a user-friendly way to explore different pricing tiers.
- Tiered Structure: Two distinct tiers (Professional and Enterprise) are clearly displayed with visual separation.
- Pricing Clarity: The starting prices for each tier are prominently displayed.
- Call to Action: “Get a Quote” buttons are clearly visible and encourage user engagement.
- Visual Cues: Icons are used to represent each tier, adding a visual element.
- Layout: The layout is clean, organized, and easy to scan.
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Value-Based Differentiation:
- Target Audience: Each tier description highlights the target user and their needs (e.g., “A platform for the energetic marketer” vs. “When scale, scope and reach is essential to success”).
- Feature List: The features listed within each tier showcase the added value as you move up the tiers. The use of “All of professional plus” simplifies the comparison.
- Support Level: The inclusion of support details (“Silver support package”) differentiates the tiers and highlights the level of assistance provided.
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Transparent Pricing:
- Starting Price: The starting price for each tier is clearly displayed.
- Custom Pricing: The “Get a Quote” CTA suggests that pricing can be further customized based on individual needs, which is suitable for enterprise-level clients.
- Active Contact Explanation: The information about “Active Contacts” clarifies how pricing is determined and provides context for the slider.
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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.
- Scalability: The Enterprise tier is positioned as the solution for larger organizations needing scale and reach.
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Strategic Use of Information:
- Call to Action: The prominent “Get a Quote” CTAs drive conversions.
- Highlighting Key Features: The listed features focus on the most important aspects of each tier.
- Concise Messaging: The descriptions and feature lists are brief and to the point.
- Focus on Benefits: The messaging focuses on the value users will receive, such as best-of-breed marketing automation, multi-channel marketing, and advanced reporting.
- Social Proof (Indirect): The mention of integration with popular MarTech systems and CRM platforms (SalesForce, Microsoft Dynamics, NetSuite) can be seen as a form of indirect social proof, as it implies that the platform is used by businesses that likely use those systems.
