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3.3 Offer Just the Right Amount of Information

Best practice #8: offer just the right amount of information. The more information you present, the more your customers need to absorb in order to make a decision. So why not make things easier for them and only show the essential information?

3.3 Offer Just the Right Amount of Information

Best practice number eight, offer just the right amount of information, so not too much, but not too little either. Here's the thing, the more information you offer, the more your customers need to absorb in order to make a decision. So why not make things easier for them by just showing what's essential? Let's take a look at this pricing table from Ning. It's quite a long one. It has a bunch of features spread across three plans. Now, if I were just landing on this page, I would find it difficult to read through all of it, because it's a lot of information. So instead of creating a very stuffy pricing table that has all the information. Why not just show the essential information on the pricing table, and leave the rest for another type of table? Like, for example, a comparison one. SendGrid is doing a very good job by showing the feature highlights right away, and offering the option of seeing a full plan comparison by clicking this link. And by doing this, they make sure the potential customers see the essential information right away, but also make the rest of the information available as needed. Prezi also has a very effective pricing table that shows a plan title, the recommended use case, a short description and the price. Then, the rest of the details for each plan can be found in a comparison table below. And actually, here we can see another great practice. Some of the features that require further explanation have this little arrow icon that opens a pop up with an additional description. Another great example is Beanstalk. And this is a platform for writing, reviewing and playing code. Now, instead of showing a bunch of features in their pricing table, the company decided to just show the differences, and then show the actual features below. This is a very clean way of conveying this type of information and that's best practice number eight. Offer just the right amount of information. Let's move onto number nine, which is focus on the benefits to the customer. That's coming up.

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