If you’re selling a product or service on your WordPress site, a beautiful and effective pricing table is essential.
Pricing tables help your customers make informed buying decisions and give them the information they need to make a purchase right there, on your site.
If you fail to deliver enough information on your products/services’ pricing, customers are forced to go elsewhere to find such information. There they can easily be swayed to a product or service offered by another company, and you’ve lost a sale.
A great pricing table not only keeps customers on your site, but it can also push customers to a higher pricing tier, resulting in a more profitable sale than the customer originally planned to make. Replicate this for a large number of customers, and a bit of effort put into crafting your pricing table can result in a huge influx to your revenue.
It takes a bit of work to nail down the right pricing strategy. It takes even more work to create a pricing table from scratch that looks great and converts. That’s why you need a pricing table plugin for WordPress to do half the work for you.
This post will guide you through building a pricing table that converts, setting an effective pricing strategy, and introduce a few of the best pricing table plugins to use on your WordPress site.
Why You Need a Pricing Table
A WordPress pricing table serves multiple purposes. But at the end of the day, the number one thing you want to do is convert viewers into customers.
The average conversion rate for e-commerce is around 1-2%. This means there will always be a significant amount of your site viewers who don’t convert into sales, and thus significant potential for you to improve your conversion rate and make more sales.
It’s likely to be a similar story whether you’re selling physical products, a service, a SaaS subscription, or anything else. The majority of the visitors to your WordPress site will not make a purchase.
Your job is to give the potential customer enough information about what you’re selling to make a purchase decision and to present that information in a way that’s easy to take in.
A lot of people will even go straight to your pricing page to see how much your product/service costs, especially if they have prior knowledge of your business.
You want to give these customers, who are already advanced in your sales funnel, the smoothest path to validate their decision and make a purchase. Making it hard for them to find out what your product costs creates unnecessary friction.
On top of this, a pricing table serves to passively up-sell customers to more expensive offerings. A comparison table, comparing different pricing tiers and different features in each tier, shows people what they’re missing if they only go for the cheapest option.
This is extremely valuable for maximizing your customers’ lifetime value. Instead of spending precious time and resources trying to convince people to upgrade after their initial purchase, a smart pricing table can convince them to spend more from the outset.
What happens when your pricing table is not good enough
A poor pricing table (or none at all) is driving your customers away.
There’s a degree of doubt you need to get past when you’re selling things online. If you don’t do a good job of clearing up this doubt for your customers, one of two things will happen.
- The customer is not confident enough to make a purchase and leaves without spending anything.
- They go somewhere else to find more information about your pricing and what’s on offer. This usually ends up being a comparison post published by a third party, who recommends other tools, products, or services (not just yours).
Worst case scenario? The customer goes to search for more information and ends up on a comparison post from one of your competitors, where they’re convinced to buy from them and not from you.
On a lesser note, your customers may not be driven away by a lack of information. But if you haven’t optimized your pricing table (or pricing strategy) well enough, these conversions probably default to your cheapest products or services.
But no matter which way you swing it, an online business without a well-made pricing table is leaking money.
Making Your Pricing Table Effective
An effective pricing table for your WordPress website should clearly communicate the information necessary to help your customers make a purchasing decision. It should also subtly push people to purchase your more expensive products or plans, without being too overt.
However, before worrying about the psychology of WordPress pricing tables and increasing your average sale, just make sure your pricing table is clear and easy to digest. The trick is to communicate enough information, but not too much that you trigger analysis paralysis in your customers.
It can be a temptation to list every single minute feature of each plan on your pricing table, to show customers how much they’re getting when they sign up. However, this often leads to a pricing table that is hard to follow. When scrolling down the list, you lose sight of which feature applies to which plan, and it’s hard for someone to quickly scan and assess. Many people today have low attention spans, so cater to that with a concise table.
You should try and stick to the most important information (pricing, billing terms) and the most significant features.
MeetEdgar’s pricing table is a good example of this. There are just a few features listed in the main table, with shared features listed below, in a way that makes the pricing page clean and uncluttered.
If you are going to list a large number of features in your table, a good way to approach it is separating the major details – plan name, price, a summary of each and a CTA button – with the comparison of individual features.
Moz does this well. If you want to compare all the small features of each plan (which is necessary with most SEO tools like this), you can click to a more detailed table. However, the pricing shown initially is clear and with few barriers for the customer.
Buffer does the same thing. Their pricing table is super condensed, just showing the most pertinent differences between each plan, and gives the user an option to see a more detailed feature comparison if they wish.
Psychology of Pricing Tables
Don’t you want more people to sign up for your more expensive plans or packages?
There are a couple of small psychological things you can implement in your pricing table to increase your average order value, and highlight more profitable options.
One basic piece of pricing psychology is “charm pricing” – instead of charging $10, charge $9.99. Almost every business uses this tactic. The actual difference is negligible, but in the customer’s mind, $9.99 is cheaper and better value.
Another common thing to see on pricing tables is a “featured” or “most popular” column.
By doing this, you’re subconsciously pushing the customer towards this option via social proof, putting it in their mind that this is the best value plan.
You know what you’ll notice about these “featured” columns? They’re never the lowest plan. Highlighting your middle plan is an awesome way to encourage people to pay more than the minimum you have on offer.
But wait, don’t you want to push people towards your most expensive option? Not necessarily.
Another sneaky piece of pricing psychology is to add a premium-priced option, which exists mainly to bring down the perceived cost of your middle and lowest plans.
You might have 3 plans – $10, $20 and $30 for example. By introducing the $30 option, it makes the $20 one look cheaper in comparison, as opposed to if $10 and $20 were the only two choices.
If people sign on to the $30 plan, that’s amazing. But the main point of this plan is to make your 2nd tier look like it’s better value, and encourage more people to sign on to this than the lowest tier.
Features of the Best Pricing Table Plugins
Let’s look at what separates the best pricing table plugin for WordPress from the others.
These are some features you want to look at when shopping around for a pricing table plugin (of course, you can skip ahead to our advice as well). Some features may be more or less important to you, so use that to pick out the right plugin for your own use.
Pricing – Free or Premium
Hey, we’re talking about pricing, and it’s natural for this to be one of the main things to consider. If you’re on a budget, and you don’t require an extensive feature set, you might look for a free option. There are certainly a good number of free plugins available on WordPress.org – however, as the old adage goes, you get what you pay for, and as your business grows, you may want to invest in a premium option for an expanded feature set and better support.
Code Bloat (or lack thereof)
Slow load speed is the silent killer for websites. Often this is because you have too many complicated plugins with messy code slowing your site down.
This can be all the more damaging for a pricing table plugin. A table with flashy effects and animations is no use if shoppers are clicking away because the page takes too long to load. This is one of the pages on your site that load speed is the most important, so make sure your pricing table plugin goes along with this.
Design & Customization
Ideally, it should be straightforward to edit most of your pricing tables’ design. If you’re looking for a plugin, it means you either don’t have the ability or the time to build a custom-coded pricing table from scratch – or simply don’t see it as worth the investment.
You do, however, want to be able to customize your pricing tables to fit your site’s design, and ensure it looks appealing. So a plugin that is simple to customize (ideally without the need for code, too) is a must.
Just as your WordPress site needs to cater to mobile and desktop users, so does your pricing page. The standard way rows and columns are laid out horizontally doesn’t lend itself to mobile users, and there’s nothing worse (and nothing easier to fix) than driving mobile users away because your site doesn’t work properly.
Your pricing table plugin should cater to these mobile users with a design that switches up and is responsive depending on device and screen size.
Along with the ability to tweak design to fit your site, you want a few pre-set templates to start with. This will drastically cut down the time it takes to get your pricing table up and running. A plus if it has templates for different styles of pricing tables, such as comparison tables.
Look for an easy integration with your payment gateway. If your flow has unnecessary clicks for your customer to complete their signup/payment, you’re introducing more opportunities for people to drop off. Linking the buttons on your pricing table directly to your payment gateway is a great way to reduce friction.
Also look for integrations with analytics tools, such as Google Analytics and the Facebook Pixel. This will make your audience building and retargeting campaign a lot smoother.
Custom CSS/HTML Functionality
While the best pricing table plugins should make it easy to build a table without code, you still want the ability to customize with CSS or HTML, should the need arise. There may be tiny customizations you want to make, or small conflicts with your theme or other plugins that require an easy fix with a line or two of custom code. Sometimes all you need is a small code snippet to adjust your table’s columns and rows to fit your content.
If this comes up, it’s important that you, your developer, or the plugin’s support team can easily add the code necessary to make your pricing table perfect.
While gaudy animations and flashing neon lights are unnecessary for a professional pricing table, there are some advanced features that may make a lot of difference for you.
A pricing toggle, for example, to allow your customers to switch between monthly/yearly pricing, or different currencies. Tooltips (a graphic that shows up with more information when a customer hovers over an element) can also be a very useful feature to have on your pricing table. Easy integration with WordPress page builder tools like Elementor is another nice extra for many site owners.
The Best WordPress Pricing Table Plugins
Ready to start earning more revenue with a high-converting, professional pricing table for WordPress? We’ve got you covered.
To make it easy for you, here are the best WordPress pricing table plugins you can get today.
1 – Easy Pricing Tables
The first-ever WordPress plugin that Fatcat Apps built was Easy Pricing Tables – and it’s still going strong today as the best pricing table plugin for WordPress. More than 500,000 users have downloaded the free version on WordPress.org, and many more have made use of the powerful features in Easy Pricing Tables premium.
Easy Pricing Tables is designed to make it super simple to add clean, conversion-optimized pricing tables to your WordPress website. It takes a few minutes to set up a table, by just choosing a template and filling in your plan or product details for each column.
The plugin features 10 professionally-designed table templates (including 3 comparison tables), with most elements customizable in the plugin’s back end. Everything else (such as minor changes to columns and rows) is further customizable with HTML and CSS.
Despite a focus on simplicity, it doesn’t skimp on additional features. The plugin includes tooltips and pricing toggle functionality, as well as smooth integrations with Stripe, PayPal, WooCommerce, and Easy Digital Downloads.
Best of all, Easy Pricing Tables is clean and optimized for a fast site. You can add pricing tables seamlessly to your post, using a Gutenberg block. Alternatively, you can use a shortcode to add your pricing table to a page builder like Elementor or Beaver Builder.
You can try the lite version of the plugin for free on WordPress.org, or get a pro license for access to the features that really move the needle.
Responsive Pricing Table is another easy to use WordPress plugin that lets you build a table with minimal fuss and effort.
You build your table by filling out the details for each of your pricing plans, including the title, a short description, price, billing frequency, and a list of features. Then add the URL for your button (or a code snippet to connect it with Stripe/PayPal), and away you go.
The free version has limited design options (you can customize the color styling for each column, which affects the button and subtitle text), however with the premium version you get access to additional design layouts (as well as tooltip support).
Some people may be looking for a little bit more customization from their pricing table plugin, but for a super quick and easy to use option, Responsive Pricing Table fits the bill.
3 – ARPrice
ARPrice is a more powerful WordPress plugin for those who want a little bit more flexibility to customize their design, and make a great-looking table.
The free version has several pre-made templates to choose from, while ARPrice pro has over 300 sample templates you can download and use as a starting point.
It also lets you customize every little part about your pricing tables’ design via their point and click editor. Included in the design editor are 3000+ icons, 900 Google fonts, and unlimited color options.
The premium version comes with advanced features like tooltips, image/media uploads, A/B testing, button styles and hover effects.
This plugin takes a little bit more work to get going than the previous two, however, it’s a good option for people who want to dive deep into customizing their table.
Pricing Table by Supsystic is another plugin that offers deep customization and feature sets. The free version has 7 templates available, while the pro version has 38 more – all of which can be customized with a drag-and-drop editor.
The plugin also comes packed with advanced features like hover animations, pricing toggles and the ability to import/export tables.
The editor is fully responsive and makes it easy to see how your changes come out on your pricing table.
It has a bit more of a learning curve than some plugins, so if you want a super simple option to build pricing tables in just a few minutes, something like Easy Pricing Tables is a better option. But this plugin is a fine option for those who need deep design flexibility.
This plugin uses CSS3 and HTML code to generate clean pricing tables or comparison tables that won’t slow your site down.
While the back end interface looks a little dated, and takes a little while to figure out, it’s ultimately a very simple way to set up a multi-column pricing table that looks great.
The pricing tables support any HTML code, which you can use to add images and other media into your rows and columns.
2 table styles are available, along with 20 color sets. You can further customize your table’s design with things like featured columns, banners and hover effects.
PickPlugins Pricing Tables is a newer entrant in the game, having only been around a couple of years. Regardless, it’s a decent WordPress plugin, with a free and paid version, that makes it pretty easy to add a pricing table to your site.
The plugin features 25 different themes, which are quite a departure from the styles commonly seen from other plugins on this list. These pricing tables have a very minimalist look, which may suit your business better than something more modern and colorful. You can further customize this look with video embeds, background images, Google fonts, and more.
You can spice up your pricing tables with banners and featured columns, and it has a responsive slider feature to work well on mobile.
WRC Pricing Tables is a WordPress pricing table plugin for people who want extensive customization options. It lets you set up every little part of your table, including adding tooltips and hover effects. The back end takes a little while to set up, but the payoff is a lot of freedom in how you build your pricing table.
It supports images and videos in the table, including images as the column background (see image below), which is a nice feature.
8 – WP Table Builder
WP Table Builder offers a slightly different solution, for anyone who wants to build something a little different to your standard pricing table.
While you don’t have any table templates to start with, this plugin features a drag and drop builder which lets you get very deep into customizing your table just how you want it. It’s a great solution for comparison tables, particularly for affiliate sites.
Since you have to build a table from scratch, WP Table Builder takes a fair bit longer to set up than a plugin like Easy Pricing Tables does. The payoff, however, is complete freedom to create the table you want.
9 – Go Pricing
Go Pricing is an advanced tool, designed to help you build and deploy unique pricing tables. The visual editor in the back end is quite intuitive and offers a lot of flexibility for designing your columns & layout.
You can start out with one of their 250 demo tables, and customize the design further to fit your pricing page.
Another nice feature is compatibility with Beaver Builder, WP Bakery, and Elementor, making it a great option for users of these page builder tools.
There are many factors to consider when choosing the best WordPress pricing table plugin. Design, integrations, templates, and extra add-ons such as tooltips and animations.
The list above is a comprehensive list of the best WordPress plugins available today, free and paid. Check out our recommendations to start building effective pricing tables for your WordPress site today.