The QuickBooks pricing section is effective for several reasons:
- Clear Hierarchy and Visual Appeal:
- Tiered Structure: Two distinct tiers (Elite, Premium) are clearly displayed with visual separation.
- Visual Cues: “NEW” badges draw attention to new features in the Elite tier. Checkmarks clearly indicate included features.
- Pricing Clarity: Prices are prominently displayed for each tier, along with the “per user per month” and “base fee” clarifications.
- Call to Action: “Try it free” buttons are clearly visible for each tier.
- Layout: The layout is clean, organized, and easy to scan.
- Value-Based Differentiation:
- Target Audience: Each tier description highlights the target user and their needs, progressing from basic time tracking to project collaboration.
- Feature Progression: The descriptions and feature lists clearly show the increasing functionality and complexity of the Elite tier.
- Feature Set: The features included (Mileage tracking, project progress tracking, project estimates vs actuals reporting, project activity feed, timesheet signatures, geofencing) are relevant to the target audience and clearly communicate the value proposition of the Elite tier.
- Transparent Pricing:
- Clear Pricing: Prices are clearly displayed for each tier, including the per-user cost and base fee.
- Free Trial: The “Try it free” option is prominently featured, making it an attractive option for users to try the service.
- 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 based on their needs and business size.
- Feature Set: The features offered in each tier cater to different needs and budgets.
- Strategic Use of Information:
- Call to Action: The prominent “Try it free” buttons encourage conversions.
- 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 efficient time tracking, project management, and collaboration.
- Visual Clarity: The use of checkmarks makes it easy to compare features across tiers.
- “NEW” Feature Highlight: The “NEW” badges draw attention to the latest features, potentially generating excitement.
