If a visitor has to take minutes to find out which plan is right for them, then they aren't going to become a customer. You have to scroll down through multiple dropdowns of the Features page before you actually find any feature differentiation: What does the Power plan offer that the Basic one doesn't? If I am in the Professional buyer persona that SmugMug has created, do I need the Portfolio plan or the Business plan? As Peter says, “No Clue.” Bar the price and the value proposition for each, there is no discernible difference between the plans. When a new user clicks through the pricing page, not only do they no longer know which plan is right for them, they also don't know the difference between any of the plans. If we were running pricing at the company, once you self-identified as one of these personas, you'd be taken through to the pricing page that shows the feature differentiation for each and guided towards the obvious plan for you. Memory Makers, Enthusiasts, and Professionals-that is who SmugMug is for.
It puts the buyer personas right there on the homepage: SmugMug must improve the user experience of their pricing page Let's dive into their pricing to understand the buyer personas of each service and where both can improve pricing to get even more photographers signed up. The idea is that they will stay as separate entities serving different parts of the market. Flickr, but as of April 2018, SmugMug owns Flickr, acquiring the photo community from Yahoo.
This week's Pricing Page Teardown head-to-head is a little different.
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