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Lessons:15Length:47 minutes
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2.3 Use a Sensible Number of Plans

Best practice number three. Use a sensible number of plans, and the idea behind this is to keep things simple and avoid confusion as much as possible. Now, you might think that offering a lot of plans will give the client a wider range of choice, but really that's far from the truth. All that's gonna do is negatively impact your sales. Now, let's put ourselves in the shoes of the customer, for a second and consider that we have two websites. One that cleverly sums its product or service in two pricing plans and the other one that uses five pricing plans to present its detailed features and all of the purchasing options. Now, these two websites or these two products have roughly the same features but presented in a different way. Now, which product of the two are you going to buy? Well, in most cases, it's gonna be the one with the two pricing plans because it's simpler. It's easier to understand and as customers we spend less time on that website comparing plans. I don't wanna spend a lot of time. Wanna have five pricing plans with a bunch of different features and I need to compare them, I spend a lot of time there. And I don't wanna do that. I wanna land on your website. I wanna see quickly what options I have for purchasing, and make my decision. Now, if your product has different aspects that can justify a larger number of plans, and a larger number of plans is actually needed, for example, you are selling, let's say, hosting with various tiers of storage, RAM, and so on. Then using a larger number plans like five or six is justified, is acceptable. But usually, you would want to stick around two to five plans. In my opinion two, three plans is the perfect number for any kinda product. All right, let's see an example. This the Zendesk pricing page. As you can see they have five plans. Now, in this case, five plans is actually necessary because each one has a few more features extra than the one before. Wistia also has a larger number of plans, four in this case. Again, necessary because their plans are different. Another example of where a large number of plans would work is the Brightbox website. They have six plans, but this is easily justifiable because they have structured their plans based on the amount of RAM memory and storage capacity, so the users can very easily choose the option that's best for them. Do they have a very simple website that doesn't get a lot of visitors at first? The 1 GB plan is probably enough. But they can easily scale afterwards to the top plan, if they get more traffic or they're hosting videos or large content. So that's best practice number three, use a sensible number of plans. Let's move on to number four which is dial down the visual noise. That's coming up next.

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