While many eCommerce shops have catalogs with hundreds, or even thousands, of products, there are lots of shops that provide a very limited product offering. There are also times where they have related products, from which customers will choose the best one for their needs. For example, subscriptions are typically marketed this way.
In these situations, pricing pages can be a great asset for shops, as they can easily display relevant information about these products while encouraging purchase with an effective price display.
Your WordPress eCommerce shop may be fine using a traditional shop layout to display your products, but if you have products that are similar to one another, or customers should choose one product from a range of products, then a catalog with individual product pages may not be the best way to market your goods.
In these cases, a pricing table can provide several benefits:
- They give customers an easy way to compare your plans or offerings to purchase the best fit for their needs.
- Pricing pages allow customers to skim read while still getting the information they need.
- They can quickly highlight the differences between your offerings without being overwhelming.
- Pricing tables help you to anchor your prices to encourage the purchase of a particular plan.
My preferred plugin for creating WordPress pricing tables is Easy Pricing Tables, as it helps you create pricing tables quickly and gives you the tools you need to create effective pricing pages.
When we wrote about Creating Pricing Tables with eCommerce plugins, we recommended the free version of the plugin. However, I’ve started to use the Easy Pricing Tables Pro version instead, and the advanced options are well worth the upgrade.
Pricing for a pro license starts at $29 (single site), but a $49 business license includes the ability to create pricing toggles, as well as a Google Analytics integration. If the Yoast Google Analytics plugin is active, you can track clicks in your pricing table as events to follow clicks on each plan.
Any pro license provides you access to 10 templates (where the free version only has one), and these templates let me set up beautiful WordPress pricing tables in about 6 minutes. You can check out these templates in the frontend demo, and when I used these templates myself, they looked just as good without any style adjustments on my part.
Creating a pricing table with Easy Pricing Tables is very simple. The pro version of the plugin allows you to select a template before creating a table, which is something the free version lacks. You can choose from several pricing table templates, or you can create comparison tables as well.
I started with a standard pricing table, and selected a template that can highlight a featured plan with color.
Once you’ve selected a template, you can edit the content of your pricing table. I like that the pro version allows you to use tooltips and icons to add more detail to your pricing table in addition to text. For example, I can add a “lock” icon to convey security to my call-to-action buttons, or I can include tooltips for plan features that may need more explanation.
The content setup is easy, and you simply start a new line for each row in your table. You can also add as many columns as you’d like, and select which column should be featured in your table.
That’s the hardest part of setup. Once you’ve created your table, you can also adjust design settings. Each table template has its own general settings, which can include features like hover animations or “featured” badge text.
For example, plans that put a badge above the “featured” column will let you adjust this text here.
You can also adjust colors for buttons, outlines, and badges in the design settings, which is very helpful if you’re not familiar with CSS, so that your table can reflect your brand.
My final stop is typically the “advanced” design settings, where you can disable buttons for information-only tables, hide empty rows, and other useful settings.
You can add CSS to your tables for more advanced usage, but I like that this feature isn’t necessary to create the table you want.
Once your table content is created, you can easily add the table to any page via shortcode. You can grab the shortcode while managing tables, or click the “Add Pricing Table” button in the post editor.
Once you do, your table will be displayed with your template and the colors you’ve selected under the design options.
If you’ve added “expand on hover” options or added tooltips, these will also be visible on hover.
Some tables will require a stricter comparison between features rather than simply listing the features for each plan. You’ll typically see these kind of tables with checkmarks or “x”s to indicate which plans have which features. In this case, a comparison table template is a great choice.
These tables will still allow you to feature certain columns and add table content, but they’ll add an extra “feature list” column to the left of your table, which is where you can list features, then designate which plans have them and which do not. There are handy
[n] shortcodes to display checkmarks and x’s if needed.
Tooltips are also a great tool for comparison tables, as they can be used to provide more details about features. They’ll be shown on hover, and a dashed line will visually indicate that a tooltip can provide more detail:
One of the best features of Easy Pricing Tables Pro is the pricing toggle feature. This lets you display more complex pricing, as you can compare monthly vs annual billing, different currencies, or other conditions that will change your price.
This is commonly used for businesses that offer cheaper annual plans, as monthly billing will be offered, but yearly billing is discounted. A pricing toggle lets customers swap between these pricing modes to view pricing tables for each.
Creating a pricing toggle is easy, as it essentially creates a comparison between 2 or more pricing tables. You can click “Make a Copy” to duplicate an existing table, then edit it as needed to create your comparison.
I duplicated a monthly billing pricing table, then changed the pricing to display a discounted yearly price instead without changing any other content.
You can then insert pricing toggles using a shortcode generator on any post or page. You click the “Add Pricing Table” button from the post editor, and can select “Insert a pricing toggle”.
You’ll then select which tables should be compared, as well as the labels to use for each table.
This inserts both tables, and the customer can swap between then with one click.
Customers will see an animation to show them that the pricing has changed — here’s what it looks like in action:
Pricing toggles will let you add up to 3 pricing tables for comparison.
We wrote about Creating Pricing Tables with eCommerce plugins in a previous article, and showed you how to create pricing tables with WooCommerce, Easy Digital Downloads, and Paid Memberships Pro.
The reason we’d used these plugins is that they can use add to cart links to add a plan or product to the cart via URL. These are best to use with pricing tables, as you can direct the customer right to the checkout with an add-to-cart link from your pricing table. For example, if I use WooCommerce, I can make the button link in my pricing table something like this:
This will add product 101 (based on the product ID) to the cart and take the customer directly to the checkout page.
With other eCommerce plugins, you won’t be able to add the product to the cart via URL. Instead, your pricing table will have to link to the product page for that item, adding an extra step into the checkout flow.
Even though the checkout flows may be different, pricing tables can be used with any eCommerce or membership plugin to sell different products or plans, as you can set up the call-to-action button links as desired.
These are some tips that are generally effective, but as always, you should test them on your site. Do the opposite and see which yields higher conversions. Run a split test on pricing low to high versus high to low. Make sure you’re not leaving money on the table by following general advice when a tailored solution may work better for you.
Here are some tips to start with, and you can test them as desired:
- Optimize call to action / button copy
- Display prices from highest to lowest, left to right (or top to bottom) so your highest price is seen first to anchor the others.
- Display free options outside of the pricing table (i.e., below the table) to de-emphasize them
- Emphasize the option that you’d like customers to purchase with color, badges, or other visual cues
- If you sell internationally, use a pricing toggle to display different currencies
These are typically great rules of thumb when it comes to pricing tables, but as this Mad Mimi case study shows, they don’t always work as expected (in this case, showing the highest plan first negatively impacted their price-conscious customers).
Pricing tables can be set up with any WordPress eCommerce plugin using the Easy Pricing Tables plugin. The free version is a great tool, and I’ve used it on several sites. However, I love that the Pro version adds features that provide excellent flexibility in creating your tables and pricing display, and makes it worth the $29-$99 purchase (depending on license type).
Easy Pricing Tables Pro adds features to:
- include 10 templates for beautiful WordPress pricing tables with no additional CSS needed
- let you create comparison tables for easy feature comparison
- let you add tooltips or icons to add more detail to your tables
- integrate with Google Analytics to track pricing table clicks as events
- let you create pricing toggles for more advanced pricing displays
Regardless of which version you choose, you can easily start to create WordPress pricing tables with any eCommerce or membership plugin.