The AdRoll pricing section is effective for several reasons:
1. Clear Hierarchy and Visual Appeal:
- Distinct Tiers: The “Starter” and “Growth” tiers are clearly labeled and visually separated with different background colors.
- “Recommended” Label: The “Growth” tier is highlighted as “Recommended,” guiding user choice.
- Consistent Layout: Each tier follows a consistent layout with pricing, descriptions, and call-to-action buttons.
- Visual Cues: The use of color enhances visual distinction.
- Clear Headings: The headings clearly indicate the purpose of each tier.
- Currency Options: The display of currency options (USD) caters to a specific audience.
- Billing Choice: The “Pay Annually/Pay Monthly” toggle allows users to easily compare billing options.
2. Value-Based Differentiation:
- Targeted Descriptions: Each tier has a concise description that clearly identifies the target customer and their needs.
- Price Differentiation: The pricing clearly increases from “Starter” to “Growth,” reflecting the added features and benefits.
- Free Option: The “Starter” free tier offers a starting point for users.
- Savings Highlight: The “Save $72 annually” message highlights the benefit of annual billing.
- Free Trial: The “Free 30 day trial” for the Growth plan reduces the barrier to entry.
3. Transparent Pricing:
- Clear Pricing Information: The monthly price is clearly stated for the “Growth” tier, and the “Starter” tier is clearly marked as $0.
- No Credit Card Required: The “No credit card required” message for the free plan removes a barrier.
4. Addressing Different User Needs:
- Brand Building: The “Starter” tier caters to users needing basic features to build their brand.
- Competition Outpacing: The “Growth” tier is designed for users seeking to outpace their competition with more advanced features.
5. Strategic Use of Information:
- Benefit-Oriented Descriptions: The descriptions highlight the key benefits of each tier.
- “Recommended” Highlight: The “Recommended” label on the “Growth” tier influences user choice.
- Free Option: The “Starter” free tier lowers the barrier to entry.
- Clear Call to Action: The “GET STARTED” and “START 30 DAY FREE TRIAL” buttons provide clear paths for action.
- Concise Descriptions: The descriptions are brief and to the point, making it easy to understand the purpose of each tier.
