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With pricing sometimes omitted partially or completely from the page, SaaS pricing pages can be unique when compared to ecommerce, marketplaces, or other online business models.
People tend to hit your pricing page in two modes:
You want to make sure your pricing is above the fold and very easy to notice for the first group.
For the second, you want to get in closing mode and hit them with quotes and case studies that highlight the value customers experience with your product, a clear feature matrix, and a FAQ that covers all major questions.
The further down your funnel someone is, the more resources on average you’ve spent to get them there. On the pricing page, potential customers are close to the end of their evaluation process and signing up for an account or demo.
So it’s worth spending more time on your pricing page than even your product page to make sure your pricing plans are clear and the rest of the page is compelling and optimized for quick understanding.
If you don’t feel confident about the clarity of your pricing or plans, here are some resources for further reading:
Common Pricing Page Components
Use the hero to reinforce the value proposition and remind visitors of the outcome of using your product.
Pricing page heroes tend to be pretty simple with only a headline and subheadline in order to make a quick sales point and get out of the way of your plans and pricing.
“Pricing” is actually a common pricing page headline, but this misses an opportunity to further sell.
Shorter than homepage hero subheadlines, the subheadline on pricing pages is often a simple one-sentence statement that reinforces the headline.
Pricing page heroes don't typically have a CTA because they're usually included in the plans section.
Plan sections have to summarize a lot of information as clearly as possible as even a small misunderstanding can make your product seem too expensive and kill a sale.
Plan sections on pricing pages usually consist of the following components:
Some companies have add-on products like analytics or training and feature these in a section directly below the plans.
More and more companies have both self-serve and sales-driven plans and will list pricing for self-serve plans while including a demo CTA for sales-driven plans in place of a price. It’s common to not list even a base price for sales-driven SaaS tiers.
If you offer annual plans, you can add a toggle button to allow potential customers to compare pricing easily.
Plan best practices:
Plan Add-On Products Examples
Keep in mind that the visitor is likely towards the end of their evaluation process if they’re looking at this page in depth, so choose social proof that “proves” your product’s value, with quotes and case studies highlighting important percentage gains or drops your product gave customers.
Social proof on the pricing page most commonly has a dedicated section directly below pricing plans and is sprinkled throughout the rest of the page in relevant areas.
Social proof on pricing pages typically comes in the form of:
Plan comparisons come in a matrix with features on the left and plans at the top. It displays what feature is included in what plan, but sometimes it’s in the form of a full feature list.
Plan Comparison Examples
This is generally a repeat of the hero message, but shorter and with language that considers the visitor has scanned down the page and learned about your pricing by this point.
CTA Repeated Examples
FAQs serve as a dedicated area to answer the most common questions about pricing and other questions asked at the end of the funnel. A visitor reading a FAQ on a pricing page can be considered to have very high intent.
FAQs cover questions that don’t fit anywhere else like cancellation policies.
Common questions include:
FAQ best practices:
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I have run growth and marketing at B2B SaaS startups like Heap and Periscope Data (acquired by Sisense), helping to generate millions in revenue. Helping folks with marketing is a passion of mine, and I'm building marketing products to help people grow startups faster.