The Expensify pricing section is effective for several reasons:
1. Clear Hierarchy and Visual Appeal:
- Distinct Tiers: The “Collect” and “Control” tiers are clearly labeled and visually separated.
- Consistent Layout: Each tier follows a consistent layout with descriptions, features, pricing, and call-to-action buttons.
- Visual Cues: Icons are used to represent features, enhancing visual appeal and understanding.
- Clear Headings: The headings clearly indicate the purpose and focus of each tier.
- Pricing Clarity: The monthly per-user prices are prominently displayed.
- Call to Action Buttons: The “Start” buttons are visually distinct and clearly labeled.
- Toggle Options: The “Bundled/Unbundled” and “Annual Pricing” toggles provide clear options for users.
2. Value-Based Differentiation:
- Targeted Descriptions: Each tier has a concise description that clearly identifies the target customer and their needs.
- Feature Progression: The “Everything in the Collect plan, plus…” structure clearly highlights the added value of the “Control” tier.
- Specific Feature Differentiation: Features like “Multi-level approval workflows,” “Expense policy controls,” and “HR & ERP integrations” differentiate the “Control” tier.
- Bundling Incentive: The 50% discount for bundling with the Expensify Card provides a strong incentive.
3. Transparent Pricing:
- Clear Pricing Information: The monthly per-user prices are clearly stated for each tier.
- Bundling Discount: The 50% discount for bundling is clearly stated.
- Expensify Card Requirement: The condition for the lowest price is clearly stated at the bottom.
- Toggle Options: The toggle options for bundled/unbundled and annual pricing allows for easy comparison.
4. Addressing Different User Needs:
- Basic Expense Management: The “Collect” tier caters to users needing basic expense management.
- Advanced Control and Integration: The “Control” tier caters to users needing advanced control and integration with other systems.
5. Strategic Use of Information:
- Benefit-Oriented Features: Features like “Accounting Sync” and “HR & ERP Integrations” highlight the value of each tier.
- Clear Call to Action: The “Start” buttons provide clear paths for action.
- Visual Appeal: The icons and clean design enhance the overall visual appeal.
- Bundling Incentive: The bundling discount incentivizes users to use the Expensify Card.
- Toggle Options: The toggle options allow for the user to see the different price options.
