The Missing Option on Every Pricing Page

Saturday, April 15, 2017

I've analyzed hundreds of pricing pages and have noted dozens of common errors.

The single most egregious mistake can be seen in the image below. While some would argue that the image is not an example of a true pricing page (because the prices are listed in units of attention and not dollars), let's leave that issue for another conversation.

A missing option on the LA Times website
A pop-up window appears on the LA Times' website.

Can you spot the oversight in the screenshot above? Almost every pricing page fails to include the same exact choice, even though it's usually the most popular option.

Take a close look at the image. The website clearly states that I (the visitor) have two choices:

  1. Whitelist the site
  2. Disable my ad block software

As it turns out, I actually have a third option. I can reject the offers and choose to not buy the product being sold.

Retailers, employers, and even consultants often believe that they control every option. In many cases they try to confuse potential customers, causing them to think that there is no "third option." No matter how much vendors would wish otherwise, potential customers can always choose to say "No."

P.S. It's April 15th - If you're in the US, don't forget to file your income taxes! The IRS tends to take it personally when you choose the "third option."