One of the most critical elements for your SaaS business is the Pricing page. Get this part wrong, and it doesn't matter how great your product is—people won't sign up.
A stellar SaaS pricing page does more than just show costs; it must demonstrate the value users will get. It should also enable effective comparison between different tiers.
| TLDR: Best SaaS Pricing Page with Examples |
SaaS CRO is an art form. Best to Understand customer behavior and use psychological tricks to boost conversions.
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“You know you’re priced right when your customers complain—but buy anyway.”
At ShoutEx, we’ve worked with multiple SaaS companies, helping them optimize their pricing pages to boost conversion rates.
Here’s a checklist of seven items to implement on your pricing page, potentially doubling your conversion rates.
Use logos of trusted companies to build credibility. Not everyone has big names like Notion, but every company has clients worth showcasing. Highlighting industry-specific clients can help attract similar businesses.
Pro Tip: Featuring client logos on your pricing page can boost conversions by 50%, enhancing credibility and trust. This strategy leverages social proof to attract and reassure potential customers.
Use lots of white space to draw attention to key elements. Start with a big opening title that states your value proposition clearly. For example, Calendly’s "Schedule meetings without the back-and-forth emails" is direct and compelling.
Draw attention to your most recommended plan with contrasting colors and labels like "Popular." Zoom does this with a contrasting button and a label that makes the choice obvious for users.
Pro Tip: Highlighting popular choices on your pricing page can significantly improve conversions. Utilizing tactics like Decoy, Center-stage, and Anchor pricing can drive decision-making. The Decoy Effect, where a higher-priced option makes a mid-tier option look more appealing, can increase sales by up to 27%. Center-stage placement, the tendency for customers to choose the middle option, boosts preference by 9%. Anchor pricing, displaying a higher price first, can lead to a 39% increase in average sales. Use these strategies to guide customer choices and maximize revenue.
Colors guide the user's eye. High contrast options, like black to grey, make certain elements stand out. Use this to highlight the most important actions you want users to take.
Break down features into digestible, individual sections. Mailchimp and Zendesk use clear comparison tables that are easy to scan, helping users quickly understand the differences between tiers.
Provide tooltips for any potentially confusing features. This keeps the page clean while giving users the information they need when they need it. FreshBooks excels at this, allowing users to hover over items for more details.
Use testimonials with photos, job titles, and company names to build trust. FAQs are also crucial, helping answer common questions without cluttering the page. Ensure they are clickable to save space and maintain clarity.
Pro Tip: Featuring user testimonials and client logos on your pricing page can boost conversions by up to 34%. Studies show 92% of customers read reviews before making a purchase, and social proof from recognizable brands builds trust, reducing the decision-making process and increasing sales.
By offering immediate, personalized support, a chat popup minimizes friction in the decision-making process, thereby enhancing user experience and driving higher conversion rates. The only caveat is that you need to have a human managing it.
Example Best SaaS Pricing Page: Calendly: Calendly’s pricing page excels with its clear layout, package placement, simple descriptions and highlighting their recommended tier. This works well when you've a simple product offering, like Calendly. Notice they offer Annual billing discounts - rather get the money upfront now, then over 12 month chunks.
Example Best SaaS Pricing Page: Zoom: Zoom’s pricing page is a masterclass in hiding complexity and presenting a straightforward plan. They hide the complexity with drop downs that are user initiated. This way the user can control the parameters better without getting overwhelmed.
Example Best SaaS Pricing Page: Pipedrive: Pipedrive keeps it simple and follows the pricing manual down to a T. They highlight the preferred plan with a high contrast button and use two qualifiers - Most Popular vs Best Value. They top it off with the "Chat" window. You'd be surprised how many people want a simple reassurance before clicking on buy.
Implement these strategies to transform your pricing page into a high-converting powerhouse. Clear layouts, effective use of color, and credibility building are just a few tactics that can make a significant difference.
Remember, if a user reaches the bottom of the page and hasn’t committed, offer them an alternative like a demo or a free trial.
Keep boosting those conversions!