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We have recently redesigned our website. The homepage is where we get the 50% of our conversions. Our goal is to get more and more free trial sign-ups. But heatmap identified that most of the people are hitting the pricing tab. So, will it be a good step to remove pricing tab from the front navigation? To let people focus on hitting the free trial button.

  • AA

    Anuj Adhiya

    over 3 years ago #

    Easiest way to find out is to test it.

    Having said that, think about why might people be hitting the pricing tab?
    What are they not getting from the copy/images/videos that you have on the home page that's leaving them with an information gap (that they feel will be solved by info they might get from the pricing page)

    Also, what are they doing on the pricing page? Do you have any user sessions or other heat map data that show you what specifically people are looking for there?
    If it's something other than the actual price, maybe that's an opportunity to move (a version of) that copy up to the home page so that the information gap is covered for and they're motivated to go straight for the free trial button.

  • MB

    Mike Barwick

    over 2 years ago #

    Interesting, but as @anujadhiya pointed out (along with several other good points), there's got to be a good reason why your analytics is showing that data. My thoughts are this - I think you're looking at it backwards. I'd test leaving the pricing page link on the home page BUT use it as a secondary tool to get those free trials. Makes the call to action front-and-center above all else on the pricing page. I'd maybe even look at changing your home page above the fold as well - could maybe use some clearer actions/info, etc.

    Best bet though - run some A/B testing for a month - or even longer. Test with/without pricing link in main nav, test with better trial call-to-actions on pricing page, and/or test different header content on your home page.

    When A/B testing though, even if one SEEMS like a clear winner, make sure to let it run for at least a month. Data can (and likely will) change. In other words, if test A is a landslide week 1...it could be the complete opposite week 3, etc. I've seen this happen to me on more than one occasion.

    • MB

      Mike Barwick

      over 2 years ago #

      PS: It's not uncommon at all for pricing pages to be highly trafficked pages on your site. Abuse and take advantage of this traffic landing on your pricing pages. In addition to better trial call-to-action tactics, maybe even include a few key product features if you're worried users aren't biting. :)

  • OM

    Omer Molad

    about 2 years ago #

    The fact that people are going to the pricing page is a good sign. If your value proposition wasn't resonating, they wouldn't bother inquiring about pricing. But when people find the product appealing, the next step is to ask "how much". I would definitely leave it there but I'd add information to the page like FAQ and a testimonial. I'd also potentially add a demo request form for people who aren't yet ready to start but may want more information. If you remove the pricing page, some people who aren't sure might not even bother to inquire and you'll never know why.

  • AR

    Amrit Ray

    over 3 years ago #

    Yea. Good idea. We removed ours too after many years. Pricing on the homepage can definitely distract people.

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