This SketchUp pricing section is effective for several reasons:
1. Clear Hierarchy and Visual Appeal:
- Distinct Tiers: The “Shop,” “Pro,” and “Studio” tiers are clearly labeled and visually separated.
- Target Audience Labels: The “For Personal,” “For Professional,” “Higher Education,” and “Primary & Secondary” labels at the top clearly define who each tier is for.
- “Most Popular” and “Windows Only” Labels: These labels highlight specific tiers, guiding user choice.
- Consistent Layout: Each tier follows a consistent layout with pricing, descriptions, features, and call-to-action buttons.
- Visual Cues: Checkmarks are used to indicate included features, enhancing readability. Icons are used to indicate the type of access (Web Only, Desktop and Web).
- Clear Headings: The headings clearly indicate the purpose and target audience of each tier.
- Pricing Clarity: The annual prices are prominently displayed.
- Call to Action Buttons: The “Subscribe” buttons are visually distinct and consistently labeled.
- Color Coding: Each tier has a unique color scheme, further differentiating them.
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 [Previous Tier] plus:” structure clearly highlights the added value of higher tiers.
- Specific Feature Differentiation: Features like “Robust desktop 3D modeler,” “XR headset viewing,” and “Import and precisely model onto point cloud data” clearly differentiate the higher tiers.
- Quantitative Differentiation: The differences in features and capabilities provide clear quantitative differences.
- Promo Code: The “Use Promo Code WORKINSTUDIO” for the SketchUp Studio tier is a good incentive.
3. Transparent Pricing:
- Clear Pricing Information: The annual prices are clearly stated for each tier.
- Limited-Time Offer: The “Limited-time Offer” note for SketchUp Studio adds a sense of urgency.
4. Addressing Different User Needs:
- Personal Projects: The “Shop” tier caters to users with personal projects.
- Professional Work: The “Pro” tier is designed for users needing professional-grade tools.
- Advanced Workflows: The “Studio” tier caters to users with advanced workflows and specialized needs.
5. Strategic Use of Information:
- Benefit-Oriented Descriptions: The descriptions focus on the key benefits of each tier.
- Clear Call to Action: The “Subscribe” buttons provide clear paths for action.
- Feature Lists: The feature lists clearly show the differences between the tiers.
- Concise Descriptions: The descriptions are brief and to the point, making it easy to understand the purpose of each tier.
- “Most Popular” Highlight: The “Most Popular” label on the “Pro” tier influences user choice.
- “Learn More” Links: The “Learn more” links provide additional information for each tier.
- Contact Sales: The “Contact Sales” option is present for large volume purchasing of SketchUp Pro.
