A complete step-by-step guide for selling WordPress plugins

The next step of the buyer’s journey starts as soon as a visitor arrives on your pricing page, either from your sales landing page or through SERPs.

Here, you must persuade them by unpacking your unique value proposition (USP), building credibility and trust, and leading them to the package and price point that solves their problems.

Achieve this with minimal distractions from your main goal: Getting them to purchase the product.

Ultimately, your pricing page should balance design simplicity, content length, and pricing psychology effortlessly.

Here’s a high-level rundown of how to do this:

Create urgency: An effective way to sell WordPress plugins is to create a sense of urgency by leveraging FOMO, or Fear of Missing Out. Create this “pressure to purchase” by:

• displaying the number of satisfied customers using and benefiting from your product
• showing scarcity with limited licenses or time to buy
• offering exclusive deals or early-bird discounts to beta users
• using countdowns for time-limited offers

Reduce exit points: Exit points (or links) distract visitors from clicking your CTA. Here’s how to reduce them while still including links to valuable supplementary material and product information:

• Design a unique header and a simplified navigation menu with fewer options than your standard website’s header. Simplify your footer too
• Don’t include links to individual features in the comparison sections of your plans
• Say no to popups — they can distract and irritate visitors, potentially driving them away
• Include an FAQ at the end of the page for those who have specific questions

Keep the design and copy simple and to the point: Avoid cognitive overload. Overstuffing your pricing page with visual elements or lengthy text can distract and make it difficult for visitors to compute the information.

Explain your USP clearly: A value proposition defines the problem your product solves, the benefits it offers, and why it’s better than competitors. It’s a concise message designed to influence a person’s decision-making process in your favor.

Have a monthly payment option: Is your plugin more expensive than alternatives on the market? It’s helpful to show annual prices in monthly increments to aid potential buyers in comparing billing cycles.

For instance, instead of listing $100/year, display $7.99/month billed annually (totaling around $96).

Psychologically, $7.99 feels easier on the wallet than $100/year because a single-digit price seems less intimidating than a three-digit one.

Include a multi-currency payment option: It doesn’t matter where most of your paying customers are located — you should always give visitors the option to pay in their native currency when selling WordPress plugins. Offering a multi-currency option enhances the customer experience and can boost conversion rates and encourage your expansion into global markets.

Highlight your recommended plan: It’s standard practice for a pricing page to feature three to four plans. Highlight your target plan (the one you want to be your best seller) by making it slightly larger or adding a “Most Popular” badge to draw attention.

Other practices include:

• Highlighting your preferred plan’s border
• Positioning it next to the most expensive plan to make its pricing more attractive

Have clear feature differentiation across plans: Remove features from lower-priced plans and add your standout “killer” features to the plan you want users to choose — the aforementioned “target plan”. This approach gives users several compelling, financially sound reasons to go for the higher-priced plan.

• Note: Do not make the mistake of having the number of sites/licenses be the only difference between your plans. Most solopreneurs have target audiences made up of users with a single website. By making sites/licenses the only differentiator, you essentially make higher-priced tiers irrelevant to a huge slice of your audience.

Use pricing anchoring: Price anchoring is a cognitive bias where a person’s buying decision is influenced by the first price they see. For instance, a $1000 laptop might seem expensive on its own, but if placed next to a $3000 laptop, it appears more affordable.

You can also use this technique to influence your customers’ decisions. By positioning a more expensive plan before your preferred option, you make the preferred plan’s price seem more attractive.

The above, quite honestly, scratches the surface of creating a conversion-driving pricing page to sell WordPress plugins. For a comprehensive deep-dive with actionable tips and practices, read our article The Anatomy of a High-Converting Pricing Page for WordPress Plugins & Themes.

Included is a downloadable blueprint with annotations for every essential section of your pricing page. Here’s a preview: