The Retargeting Campaign You Can Run for Pricing Page Visitors Who Didn’t Convert
Explore ways to re-engage pricing page visitors who didn’t convert
It’s frustrating when visitors check out your pricing page but don’t convert into at least a demo. Even though they showed interest, something held them back from taking the next step and booking a meeting or signing up.
But before you completely give up on them, try running a retargeting campaign specifically for pricing page visitors.
Here’s a quick look at the results we got when we ran these campaigns.
TLDR:
- The goal: Set up a retargeting campaign for pricing page visitors
- The tactic: Create and test a hypothesis about why visitors don’t convert
- The result: Convert 11% of pricing page visitors who didn’t convert originally
Step 1: Create a hypothesis about why they’re not converting
80% of people who visit your pricing page have some degree of intent to buy software like yours. So you need to ask yourself “Why aren’t people converting after visiting the pricing page?”
If most of your pricing page visitors are bouncing, there are several possible reasons:
- You’re too expensive
- Visitors don’t see good value for their money
- Your value isn’t clear
- They visited your page too soon and aren’t in the market for a solution yet
- They’re not qualified to buy
- There’s a technical or design issue with the pricing page
It’s usually best to start with 1-3 hypotheses for testing. Limiting yourself helps you keep your testing focused, manageable, and easier to analyze as too many will make it difficult to pinpoint which changes impact conversions.
Step 2: Decide on a plan of action
Once you’ve settled on a hypothesis to test, you should plan out a course of action.
Here are some possible actions you might take based on the hypotheses mentioned earlier.
| Hypothesis | Action plan |
| You’re too expensive | Ask them about their budget or how much they’re willing to pay for a solution like yours. Dangle a discount or trial to sweeten an entry. |
| Visitors don’t see good value for their money | Offer a discount to give them more room to explore your value, develop a habit of using you, and get hooked. Then you can scale. |
| Your value isn’t clear | Rework your pricing page so that the value is clearer. Look for sticking points that might block a possible deal (e.g. if you charge by credits, is it clear what “credits” means?). |
| They visited your page too soon and aren’t in the market for a solution yet | You can try winning them over if you can offer a free trial to let them explore your product. Or you can refer them to another provider. |
| They lack the power to make a purchase decision | You can try turning them into a champion of your product by giving case studies and sales enablement materials. This will help them communicate value to decision-makers. |
| There’s a technical or design flaw with the pricing page | Review the UI elements of the pricing page. If something like the button doesn’t work, fix it. Or maybe the button is below the fold or doesn’t look like a button. |
For certain hypotheses, especially design-related ones, you might want to consider A/B tests where you set up 2-3 versions of your pricing page to compare different approaches and see which performs best. This also opens up your ability to experiment with elements like wording, design, and layout. And by testing a few variations simultaneously, you save time and gather more insights compared to testing just one version at a time.
Step 3: Set up a campaign
With a tool like AiSDR, you can set up a retargeting campaign that sends personalized emails specifically to pricing page visitors.
Which is exactly what we did.
The AI pulled lead data about website visitors via our CRM integration, then enriched prospect data to fill in any missing gaps. It used all the data collected to create and tailor unique emails and follow-ups to each lead.
Result
We ran a couple of retargeting campaigns for people who visited our pricing page.
Here’s how they did:
- 166 people contacted
- 44 meetings booked
- 14.5% response rate (8.64% positive response rate)
- 11% conversion rate
Some prospects who were interested but didn’t outright book a meeting were escalated to our CEO so that he could continue the conversation.
