Pricing Page Design

Ever wonder why some pricing pages convert effortlessly while others fall flat? After auditing over 200+ pricing pages, I’ve discovered there’s a science to getting it right. Here are 3 key lessons and 6 breakdowns to optimize your pricing page for clarity and conversions: — 𝗖𝗵𝗮𝗽𝘁𝗲𝗿 𝟭: 𝟯 𝗞𝗲𝘆 𝗟𝗲𝘀𝘀𝗼𝗻𝘀: 1. Simplify the Decision-Making Process: The best pricing pages make it easy for customers to understand their options quickly and without confusion. Guide them by recommending a plan or narrowing down their choices. Keep it simple, and they’ll pick faster. Principle: Hick's Law – The more choices people have, the longer it takes them to decide. 2. Highlight Key Features and Benefits: Don’t just list features—emphasize the benefits of each tier. Make it clear what customers gain as they move up the pricing ladder. By showcasing the tangible value of upgrades, you make it easier for users to understand why a more expensive plan is worth it. Principle: Value Proposition Design — Your brand positioning should revolve around what people want, not what you “think” they want. 3. Address Objections Early: Many customers come to the pricing page with concerns about affordability, commitment, or value. Address them directly on the page by offering guarantees, social proof, flexible payment options, or highlighting low-risk entry points. Principle: Risk Reversal — The more you mitigate the risk, the easier it is for them to make a decision. — 𝗖𝗵𝗮𝗽𝘁𝗲𝗿 𝟮 – 𝟲 𝗖𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗣𝗮𝗴𝗲 𝗕𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻 Let’s start with Figma: Figma’s page makes it easy to distinguish between plans using simple color schemes. The call-to-action (CTA) for each plan also stands out. Instead of a generic button, each plan has its own, like “Choose Starter” or “Contact Sales” for enterprises. Each plan progressively highlights more features which keeps things clear and shows exactly what you’re getting as you move up.The design is optimized for visibility—everything important is right above the fold on most desktop screens. You don’t have to scroll endlessly to find out the basics. Unlike most companies, Figma is upfront about the price of its enterprise plan. You still have to contact sales to buy it, but at least the cost isn’t hidden. — If you want to read the in-depth breakdowns of 5 other companies including Monday, Apple, and Fortnite, check the breakdown available in the comments below.

Anchoring won’t fix your pricing page, but this will… Pricing is the second most visited page on any SaaS website, but most pricing advice misses the point. While everyone obsesses over psychology tricks like "end in 0.99" or "use anchoring," they miss something crucial: Those tricks only work if someone's already sold. In reality, most visitors aren’t ready to buy – they’re still figuring out your product. Therefore, pricing pages convert best when they demonstrate your value clearly, even if it seems repetitive. The best pricing pages do 3 things: 1. Lead with the outcome: Instead of a generic “Choose your plan” headline, show what customers actually get, e.g. “A/B test landing pages without coding” or “Generate fresh ad creatives in minutes based on your previous winners.”     2. Price for value, not access: Instead of charging per seat, price based on work delivered, (e.g. pages tested, ads generated). That way, every tier reminds them of the value they’ll get.     3. Answer objections directly: Add an FAQ addressing your prospects’ top 3-5 fears head-on. (Your sales team knows these by heart). Examples: “Will my team adopt a new tool?” or “Are we charged for unused credits?” Want a great example? Check out Leadsie's pricing page (Screenshots below) Helpful? Follow me to keep seeing my posts. Matt Lerner

🎯 Here's a counterintuitive truth about SaaS: While most companies obsess over their homepage, it's actually the pricing page that separates window shoppers from serious buyers. Why? In B2B, the economic buyer (who controls the budget) and the champion (who champions your solution) have different priorities. The buyer zeroes in on pricing, while the champion focuses on value proposition. Here are 3 proven tactics that transformed our pricing page conversions: 1. Job-Based Pricing Tiers: We scrapped generic "Free/Pro/Business" labels and aligned our tiers with customer jobs-to-be-done: "Free", "Tracking", "Collaboration", and "Prioritization & Planning". This clarity helped us successfully implement pricing from $9 to $199/month, as customers could easily match their needs to perceived value. 2. Feature Visualization: Don't just list features in a comparison table. Adding short feature videos on hover, letting prospects instantly grasp what they're buying. Bonus: The view analytics reveal which features truly matter to potential customers. 3. Strategic Feature Distribution: How you spread features across tiers and set usage limits has a bigger revenue impact than adding new product features. Smart limitations naturally guide users toward higher tiers—and it's far less resource-intensive than building new functionality. 💡 Key Takeaway: Your pricing page isn't just about prices—it's a strategic tool for qualifying prospects and maximizing revenue. Small tweaks here often deliver better ROI than major product changes. What creative pricing page strategies have worked for your SaaS? Share your experiences below! 👇 #SaaS #ProductStrategy #PricingStrategy #ProductManagement #Growth

Increasing your pricing page conversion by just 1% could mean hundreds of thousands of dollars in extra revenue. 💸 This is why we worked on lemlist’s pricing page. Here’s what we improved👇 Spoiler: we were guided by one of the best in Growth, Elena Verna! 1️⃣ Make pricing instantly clear. - Keep a summary table above the fold with no more than 4 plans. - Forget titles like “Choose the best plan for you”—obvious and a space-taker. - Don’t try to be exhaustive. Stick to what users care about: the most essential features that also make you stand out from competitors. - Decide between verbs (“Send unlimited emails”) or plain descriptions (“Unlimited emails”)—our brains love consistency. 2️⃣ Guide your visitor’s choice. - Suggest a plan as the “Top User Choice.” For example, we feature the Multichannel plan because it makes up over half of our users among the 4 available options. - Use a waterfall layout: more features to the right (higher price), fewer to the left (entry-level). - Offer clear savings on quarterly or annual plans to get more commitment. 3️⃣ Build trust. Social proof matters— add: - badges from G2, Capterra, Product Hunt... - logos from your clients that fit best your ICP And if you have a “Contact Us” section, show real faces from your team 💙 . 4️⃣ For the detail-oriented, go deep. - Organize your features table by benefits. - Add info bubbles for techy details, but keep it clean. - Use a sticky nav bar so visitors can easily navigate the page. - Answer your prospects' real questions in your FAQ—don’t (just) stuff it with SEO keywords. In summary, the goal of a pricing page is to remove doubt... not create more! Next up for lemlist: a custom price calculator, so users can explore different plans and add-ons to find their best fit. Got any other tips to share? 👀

Good pricing page converts 20% of visitors into leads. Bad pricing page doesn't show pricing. The pricing page is one of the most important pages for any SaaS. Yet, most people get it wrong. Here's the exact pricing page layout I'm following to squeeze more conversion: 1. Hero section Goal: Restate the value proposition. Hero: Explain your main product's benefit. Subheading: Explain what your product does and who it is for. 2. Pricing section Goal: Prove ROI of your product. Key feature: Highlight what is the benefit of your (1) product and (2) each plan. CTA: Give customers a way to take action on the desired plan. 3. Features section Goal: Show how your product is used and what value it provides. Key features: Listing features doesn't work. Highlight a few use cases to show the ROI. Social proof: Use social proof to explain the ROI of your product. 4. Objection section Goal: Fight any objection: integrations, features, social proof, etc. Key features: Highlight how other prospects use your product. Supporting visuals: Include images to reinforce the benefits. Social proof: Add high-quality testimonials that explain your product's benefits. 5. CTA section Goal: Restate the offer and give one or more next steps. CTA: A way for a prospect to take action. Social proof: Include testimonials to give more reasons to take action. — Prospects don't visit your pricing page JUST to get pricing. They need to see pricing and ROI to convert. Give them what they want, or you'll lose a customer.

Attio's pricing page made me want to meet their growth team. Props to the people who designed the upgrade flows. When I logged back into Attio after months away, I noticed three subtle but powerful tactics they use to drive upgrade decisions. 🔄 They don't ask me to "upgrade" — they invite me to "continue with Pro." This small language shift bypasses decision friction and keeps me in implementation mode. 📱 They tell me "You are using two Pro features"—triggering the endowment effect. I'm already invested, already using these tools. Downgrading means losing something I have. 🛑 When I try to downgrade, they make me pause and think. Just like when we helped TikTok reduce misinformation sharing by 24% with a simple confirmation step. Sometimes the smartest pricing page optimizations aren't about features or prices at all—they're about how you frame the decision. I’m always amazed when companies talk so much about “pricing strategy” but forget to focus on the tactical copy at these key moments. Attio didn’t forget. Watch the full teardown to see exactly how Attio does this (and one thing they could be doing better). If you're optimizing a pricing flow, you'll walk away with tactics you can implement tomorrow. Link in the comments 👇 #product #pricing #BehavioralScience #conversion

Sometimes, telling people less about your pricing works better than telling them everything. At Wynter, our pricing has always been… complicated. “How much does Wynter cost?” “It depends!” Not the answer anyone loves to hear. The complexity comes from our underlying cost structure, being a two-sided marketplace where different people with different seniority levels (different hourly rates) share their perceptions. And when a test or survey can involve 15 to 100 participants, for 2 or 30 minutes each (a test can be 2 questions or 20, async or live)… pricing of a test naturally varies. Add here that we have subscriptions (you get X tests/surveys per year) and pay-as-you-go, plus various incentives to drive behaviors... It ends up pretty complicated. Over the years, we've run a lot of pricing experiments and consulted with a lot of names you know in the pricing specialty. Still, communicating "how much is Wynter" is hard work. It's hard enough on a sales call... but try explaining it on a pricing page. That's 10x harder. For a long while, our approach was to give people all the information. (Screenshot 1). We knew it was a lot... but after we ran a pricing page test with Wynter on it... we found out just how much friction we created. Too much info led to cognitive overload — and, to inaction (it's easier to hit the back button rather than figure it out). Based on ICP feedback from pricing page tests, we designed and tested multiple iterations until we came to a version that performed much better (Screenshot 2). It omits a number of details, yes... but those details actually caused anxiety and friction. We dramatically simplified price communication on the pricing page... leaving a portion for a sales conversation (or in-product discovery). When a lot of the pricing "depends," having a dialogue about someone's specific needs is a much better way to arrive at a specific quote. If you have complex pricing, the point of a pricing page is to communicate what someone gets, state a typical price range (is this aligned with our budget?), and offer options to learn more if someone feels this might be a fit. You don't need to spell out *everything*. There is no one-size-fits-all, and the best way to know how your pricing page lands on your ICPs is to ask them. Run a pricing page test with your ICPs to learn what's holding them back on yours.

Found a tiny design flaw on Monday.com's pricing page that’s likely costing them millions. You might be making the same mistake. The culprit? Dropdown feature lists. Why is that a problem? Decision fatigue. Prospects don’t want to "discover" value. They want to see it INSTANTLY. Every second they spend clicking around is a second closer to bouncing. Most pricing pages look fine… but tiny missteps like this stack up. And when they do, they silently kill conversions. Bill Wilson, a SaaS pricing expert who’s coached 400+ founders and analyzed hundreds of SaaS pricing pages, found that the average page fails 14 out of 22 key conversion dimensions. Even well-known companies like Monday.com (7.5/10), Motion, and Jobber (6.5/10) make these mistakes — proving there’s always room to optimize and capture more revenue. The upside? Even small fixes drive massive returns. A 7% conversion increase on a $1M ARR business? That’s an extra $70,000 annually, with zero extra marketing spend. This is HUGE. So, what are the levers you need to be pulling? FOCUS CLARITY – Confused prospects don’t buy. ❌ “Unlimited features” buried in dropdowns ✅ 3–5 clear differentiators that help users self-select AMPLIFY CONFIDENCE – Buyers hesitate when they don’t see proof. ❌ Generic stock images, no testimonials ✅ Customer logos, tier-specific reviews, and clear risk-reversal SHAPE PACKAGING – Customers don’t buy features; they buy outcomes. ❌ Feature lists that read like technical manuals ✅ ROI-driven pricing models (Motion’s $981/month ROI calculator) TRIGGER ACTION – Every extra click kills momentum. ❌ Competing CTAs that overwhelm users ✅ One clear, primary CTA that guides them effortlessly Want to see how yours stacks up? Bill Wilson does deep-dive pricing teardowns for SaaS Academy founders, breaking down exactly where their pricing page is leaking revenue and how to fix it. But, I believe his SaaS Pricing Scorecard is a tool every founder should have. It helps pinpoint exactly where you’re losing revenue right away. 💬 What's the one thing on a pricing page that convinces you to hit that "Buy Now" button? #pricing #ux

Pricing pages aren’t meant to confuse or impress. They just need to do 3 things: -Build clarity -Build trust -Guide action Here’s how we did that for CRMOne: 1. We reduced decision fatigue Old layout = wall of text + tight columns. New layout = clear hierarchy, visual spacing, easy plan comparison. → The user sees just enough to decide, not drown. 2. We highlighted value without shouting Instead of flashy pricing tricks, we leaned on: -Honest, direct copy -Clean plan comparison -A visual cue for the most popular plan → Subtle, not pushy. 3. We aligned expectations upfront No hidden fees. No cluttered tables. We organized everything by real user priorities. → Confusion down. Confidence up. The result? 📈 15% increase in sign-ups 📉 20% drop in bounce rate ✅ A smoother, more intuitive experience overall Because good UX isn’t about looking fancy. It’s about helping people choose. If your product feels “off” but you can’t tell why, happy to take a look. #SaaSDesign #PricingUX #UIUX #UXTips #ConversionDesign #DesignMatters #Founders #SaaSMarketing #16Pixel

Last year, I rewrote the pricing page for a huge company that you definitely know. The result? 3% lift in revenue, which translates to millions for them. Here’s exactly what I did: Context: People couldn't tell why one plan cost 3x more than the other. The page was doing what most comparison pages do: listing features, highlighting benefits, throwing around buzzwords like "advanced targeting" and "enhanced insights." Classic template stuff. Boring but functional. I immediately noticed that the page wasn't addressing the real conflict. The prospect wasn't choosing between two sets of features. They were choosing between two competing values: 𝗖𝗼𝗻𝘁𝗿𝗼𝗹 𝘃𝘀. 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 Do I want the basic tools that let me do more (Control), or do I want to integrate with the entire ecosystem (Collaboration)? The basic plan is about more control. It gives a more robust set of tools that run complex operations without depending on their existing tools or colleagues. The premium plan isn't just "basic with more features." It's built for people who've chosen Collaboration. It plugs into your existing workflow and team processes and makes it easier to share data across team members. Once I rewrote the page framing everything around competing values, everything clicked. Instead of feature comparisons, we showed two different philosophies of working. The revenue jumped 3% and generated millions in revenue almost immediately. The big takeaway: Don't explain what your product does. Tap into the values your customer believes are at stake. Every buying decision is really a values decision in disguise. When you can name the underlying tension, you stop selling features and start resolving conflict. That's what makes people click "buy." — This is one of 25 principles in the Narrative Design Toolbox, launching soon. Click the link in my profile to hop on the waitlist.