Listing Products With Descriptions: What Order Should They Be In?

[HDI]

This is more a user experience / conversion rate question than anything else.

We sell several levels of membership to our organization. Seven to be exact. They range from Student memberships at $35 a year to very specialized memberships at $4,500 - $6,500 a year.

I looked for information on how these products should be listed, but found nothing. Currently, they are listed with the most expensive level listed first. It's the only one displayed above the fold.

I believe this is a bad choice. At a glance to a consumer, it looks like a membership costs $4,500 instead of a more reasonable (and more popular) $500 a year price.

I don't want to start with the $35 option either. That is heavily discounted for students. Would it be odd to list the best sellers first and then have everything else listed underneath? Or does it need to be in price order?

So, if anyone has an opinion or has had experience with something similar or has seen a case study, I'd appreciate the input. Thanks

[NakulGoyal]

Dan

This differs so much from industry to industry and your audience. I strongly suggest you to A/B test it. Let the data suggest you what makes most sense to your user. I might have a similar situation but a totally different target audience and behavior and if you follow what I say, it might totally mess up your conversions, whereas that same style or presentation might be a rockstar for me.

I hope that makes sense.

[CoreyNorthcutt]

This is the sort of thing that you definitely need to test like crazy.  Use the A/B testing tools in Google Analytics and try all possibilities of presentation, descriptions, colors, the order you present them in, and so forth.   If you see any volume of traffic at all, it will be worth it in the end.

That said, the most common approach that I've been seeing for this sort of thing as of late, and I've had success with as well, is to take some vertical tables likeso, and highlight the center option:  http://wrapbootstrap.com/preview/WB00H9006

Good luck!

[CMC-SD]

That's exactly the model I was thinking of. The mouseover effect is a bit gaudy for my taste ...

[HDI]

I appreciate the responses. Wasn't sure if there was really a "standard" or not. We'll get some Google experiments set up. Maybe it'll be something worth writing about if it's interesting enough!

Thanks a ton for the input!