SaaS Pricing Page Design: Best Practice for More Signups

SaaS Marketing
Last Updated: November 12, 2023 7 min
Justin Berg
Justin Berg

Founder of Rock The Rankings

Navigating the customer journey can be a complex process, with the pricing page often serving as the crucial point where potential clients make their final decision.

The importance of a well-designed pricing page cannot be underestimated, as it has the power to persuade prospects to take that final step and click the “buy” button.

Yet, many businesses struggle to create an effective SaaS pricing page that incorporates essential components and best practices.

An ideal SaaS pricing page strikes a balance between simplicity, clarity, value, and trust.

In this article, we will explore the key elements and strategies used by successful SaaS companies to optimize their pricing pages and drive conversions, ultimately, transforming prospects into loyal customers.

Key Elements of a High-Converting Pricing Page

When designing an effective SaaS pricing page, it’s essential to consider both the overall strategy and the specific components that influence conversions.

Based on our analysis of various SaaS websites, we’ve identified five crucial elements that contribute to a high-converting pricing page.

  1. Plan Options: Carefully consider your customer base and their unique needs to create pricing plans that offer significant value.
  2. Pricing Details: Be transparent with the pricing information by clearly showing the cost and outlining the benefits of each plan.
  3. Main Features: Instead of overwhelming visitors with text, present the most important features of each plan in a concise and easy-to-understand manner.
  4. Social Proof: Establish trust by featuring testimonials and recognizable company logos that demonstrate the success of your existing users.
  5. Frequently Asked Questions: Clarify any doubts visitors may have by addressing common questions and providing comprehensive information on your pricing plans.

A deep understanding of your target audience’s preferences and pain points, combined with best design practices, will contribute to a pricing page that truly communicates your product’s value and encourages prospective customers to subscribe.

Remember to consider factors such as responsiveness, scannability, and currency conversion, as these aspects play a crucial role in designing an efficient and user-friendly SaaS pricing page.

Best Practices for Creating a Pricing Page that Converts

1. Optimal Number of Pricing Tiers: Three

Offering the right number of pricing tiers is essential to prevent overwhelming potential customers.

Three tiers are considered optimal, as they provide a balanced choice without causing confusion or decision paralysis.

  • The first tier can target cost-conscious customers, offering basic features at an affordable price.
  • The middle tier, often the most popular choice, can cater to the majority of users and represent a balanced value-for-money proposition.
  • The third tier can provide advanced features or additional services for power users or larger organizations.

This way, each tier addresses a specific segment within the target audience, increasing the likelihood of successful conversions.

Supademo provides a clean, concise three-tier pricing plan using the exact framework outlined above.

2. One Buyer Persona, One Price Plan

A well-crafted pricing page should present the best-match product offers based on the defined buyer personas.

By naming the price plans according to customer segments or their needs, it becomes clear which product is tailored to solve each group’s problems.

To achieve this:

  • Conduct thorough quantitative analysis of sales and customer survey data to create detailed buyer personas.
  • Ensure each price plan caters to a specific buyer persona, considering price sensitivity and the value they’re willing to pay for.
  • Use clear visual cues, such as icons or illustrations, to differentiate between each plan and buyer persona.

Loom does a great job of breaking out their three core plans, specifically stating which ones is best for who:

3. Start with the Most Expensive Plan

Research suggests that positioning the most expensive plan on the left side of the pricing page increases the chances of a visitor choosing it.

By starting with the highest-priced offer, the subsequent, lower-priced plans appear more attractive and advantageous.

  • List the most expensive plan first on the pricing page, followed by lower-priced options.
  • Highlight the recommended or most popular plan (usually the middle tier) to draw attention and further emphasize its value.

Testdome is an example of starting with the most expensive plan first, and then laying out the cheaper plans moving to the right.

4. Show Your Value Proposition

A successful pricing page should clearly showcase the value proposition of each plan.

To do this, emphasize the most important features and benefits that cater to each buyer persona.

  • Avoid overwhelming potential customers with lengthy lists of features; instead, focus on 2-3 primary features, and maybe a few additional specific ones.
  • Use clear and concise language to explain plan details and benefits, avoiding jargon or complex terms.

5. Eliminate Uncertainties

Addressing fears, uncertainties, and doubts is crucial for converting potential customers.

Some ways to achieve this include:

  • Incorporating a comprehensive FAQ section that answers common questions and objections.
  • Offering social proof by displaying testimonials from satisfied clients or business logos from recognizable companies.
  • Enabling multiple support channels, such as live chat, email, or phone support, to ensure customers feel comfortable seeking assistance with any questions or concerns.

Toast does a great job on its pricing page of defining real sales-related questions and objections that help to eliminate uncertainties and answer those core questions right on the pricing page.

Additionally, right underneath of their FAQs, they provide real social proof with not one, but dozens of customer success stories of how real clients are using their product:

6. Build Pricing that Scales

Consider implementing scalable pricing based on value metrics, allowing businesses to differentiate prices and expand revenue as customers gain more value from the product.

  • Determine where customers derive value from your product and develop pricing that aligns with this.
  • Adopt flexibility in pricing and recognize the potential for customers to scale usage and derive more value over time.

7. Improve Page Design and User Experience

A user-friendly and visually appealing pricing page is critical to keeping visitors engaged and driving conversions. Keep the following in mind:

  • People typically scan content rather than reading it in-depth, so make information digestible and easy to understand.
  • Simple, clean design facilitates comprehension and decision-making.
  • Use visual hierarchy, such as emphasis on the recommended plan, to guide the user’s attention.

8. Foster Upfront and Annual Payment

Encouraging upfront annual payments benefits both users and the SaaS company in terms of commitment and cash flow.

  • Offer discounts or additional benefits for annual subscription plans, providing an incentive for potential customers to choose this option.
  • Make switching between monthly and annual plans as seamless as possible to cater to different user preferences.

Here’s an example of how Simple Testimonial draws out the benefits of signing up for an annual plan in order to save 2 months, compared to a monthly plan:

Incentivizing users, and making clear the benefit of savings is a great way to get them to consider signing up for an annual pricing plan.

9. Highlight Your Recommendation

Draw attention to the recommended or most popular plan by visually highlighting it on the pricing page.

  • Use contrasting colors, larger fonts, or a “Most Popular” badge to make it stand out among other plans.
  • Ensure the chosen plan aligns with the needs and expectations of the majority of your target audience, providing them with the best value proposition possible.

Final Thoughts on SaaS Pricing Pages

Optimizing your SaaS pricing page is a critical endeavor that requires attention to detail and a deep understanding of customer behavior.

The key elements of simplicity, clarity, value, and trust are not just guidelines but necessities for converting prospects into paying customers.

By incorporating the strategies and best practices of successful SaaS companies, businesses can create pricing pages that not only inform potential clients but also encourage them to make positive purchasing decisions.

Ultimately, a well-executed pricing page can significantly elevate a company’s success by turning the complex journey of customer acquisition into a seamless transition from prospect to activation, and finally, to loyal customer.

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