Your pricing page is the final destination of your clients in their customer journey. If your potential customer has done the whole way down the funnel and now is thinking about making the final decision, you just can’t fail to get users to click that “buy” button.
A well-designed pricing page encourages and directs your prospect to make their choice and subscribe. But what should a good SaaS pricing page design be like?
Here at Eleken, a pragmatic SaaS design agency, we identified essential components that most pricing pages possess and picked eight best practices that popular SaaS companies use to optimize each element and create a pricing page that works. Most of them have a simple layout, clearly show the product’s value, and create trust between a company and user. Without further ado let’s dive into the details of how to create an evocative/effective pricing page.
Key pricing page elements
*Small intro* Before thinking about how to design your pricing page, you should develop a strategy that matches the value of your company and the needs of your customers. If you’ve already done it - good job and let’s move further, if not - read about the most efficient SaaS pricing models, choose the one suitable for you, and come back here.
Now let’s get back to our main topic.
Having analyzed different SaaS websites we singled out five key components of a pricing page that promotes higher conversions.
- Plan options. Think about your customers and how they can benefit from your service to come up with appropriate pricing offers.
- Prices. Make clear pricing that explains to the customer what they pay for and what they receive for the money paid
- Main features. People don’t want to read loads of text, they need to understand what each plan is about by quickly looking through the list of main features.
- Testimonials or popular companies’ logos. Add credibility with the help of your user’s success stories and recognizable companies’ logos
- Frequently asked questions. Leave no place for hesitation by providing the viewer with all the information they may need to make a buying decision
Let’s take Asana’s (software for project management) pricing page as an example.
Seems like it’s quite easy to complete an effective pricing page. Unfortunately, simply putting all the elements from the above list on your page won’t work. Designing a converting pricing page requires good knowledge of human psychology in general and the needs/preferences/pain points of your target audience in particular.
Combining thorough user research with best design practices will help to create a pricing page that speaks product’s value and encourages the prospects to push the “subscribe” button.
Best practices for creating a pricing page that works
In this section we are going to discuss eight practices that help to ensure your pricing page performs its main function - it sells. Here you will find an explanation of each practice accompanied with examples from best pricing pages of popular SaaS companies. Let’s start.
Align your pricing plans with buyer personas
A pricing page is a place where all your efforts spent on user and market research pay off.
The Buyer Persona is a collective portrait of the person who chooses your company to solve their problem. Identifying the right number of buyer personas means that you can quickly provide each customer with the information that is relevant specifically for them. And it simplifies the problem of choice for your potential customer.
When creating pricing tiers for different types of customers, you can add some creativity and think of different names or visuals for each plan.
Notion’s designers have done a great job presenting small illustrations to characterize each buyer persona: starting from a girl in the headphones that stands for a plan for personal use, ending with the orchestra conductor that represents the solution for an enterprise. Besides illustrations, each plan has a short clear description. For example, the personal pro plan has the following characteristic “For power users who want to do even more”.
Three is the optimal amount of pricing tiers
If your pricing page offers just one plan the main task of those who visit your website will be to decide if to subscribe to your service or not, but if you have two and more pricing tier potential customers will think which plan is better to choose.
Yet, more than four plans can confuse the prospect with too much information, while your task is to make each offer easy and quick to scan. That’s why the best practice is to create three plans for different buyer personas.
A good example here is Dropbox. Clean and minimalistic design, which is common for the whole Dropbox’s website, lets the reader quickly scan each offer and understand the main features of each plan. As well, the visitor can easily check the price difference between monthly and annual subscriptions with the help of two buttons at the top of the page. Finally, each tier has a noticeable call-to-action button that informs the user about a free trial period.
It’s natural for those who make a purchase decision to doubt. Luckily there are several common ways, which we've highlighted before, that can help you reduce clients’ uncertainty (FAQ, testimonials, recognisable company logos).
Hootsuite has all the important ingredients of a good pricing page: we can find logos of popular companies that use Hootsuite for more credibility and the list of FAQs to eliminate users’ hesitation.
Start with the most expensive plan
According to CXL research, people tend to read the first two plans on the left side more precisely and there is a higher chance that the visitor will choose the most expensive offer if it is listed on the left.
Take a look at Mailchimp’s pricing tiers order:
The most expensive plan goes first. So that when the customer sees $299 for the premium plan, $14 for the standard plan seems a beneficial and fair price for this offer. Additionally, Mailchimp highlights the “Standard” plan with a yellow stripe that adds value and perfectly matches the general website design style.
Highlight your recommendation
When the user hesitates which plan to pick, featuring “most popular” or “recommended” plan helps to eliminate the buyer’s confusion.
When deciding which plan to highlight, always choose the one that you know would bring the most value to the majority of your customers.
Check the pricing page of ActiveCampaign.
The “Professional” plan is highlighted both with “Most popular” label and bright blue color. This way ActiveCampaign promotes more clicks at this option.
Take care of the way you present information
SaaS products are usually complex and have wide functionality, so it is difficult to explain everything to a customer and keep the page clean and clear.
That’s why you should think out how to organize and present all the information on your pricing page in a simple and easy-to-follow way.
Here are several tips on how to keep everything organized:
- Highlight key differences
- Help visitors compare the plans
- Make the contact option easy to notice
- Create visible CTAs
Intercom’s pricing page is clear, informative, and appealing. The first thing to mention about their design is that the Intercom lets its users choose their buyer personas. At the top of the page, you can find two call-to-action buttons: “For most businesses” and “For very small businesses” with different plan offers for both groups. It makes the page more customer-centered and easy to navigate.
When the user clicks the “show all features” button, they see a pop-up window with the comparison of characteristics of each plan (not only the one they’ve clicked on). The information in the table is easy to read and perceive.
Show your value proposition
The visitor doesn’t have to scroll down the whole page and read everything you put there to understand the message your SaaS company wants to communicate. They should understand the value of your service after the first glance on the pricing page.
For example, Grammarly (writing assistance service) provides a simple, yet efficient pricing table clearly listing the features of each plan. As well, pay attention to the bold black title on the white background “Elevate Your Writing”. One short sentence reveals the value of pricing on this SaaS platform.
The best way to attract viewers’ attention to some certain element is through color and size, which is using contrast. Contrast will help to properly organize the information on your pricing page.
Sketch’s pricing page is short and straightforward. Thanks to the clean pricing page layout and easy-to-understand language there is nothing to confuse the reader. We also like the use of fonts and green checkmarks and bright orange CTAs that add contrast to the page, make it readable and attractive.
How to understand if my pricing page is effective?
The above practices together with examples of popular SaaS companies will give you useful ideas to start designing your own pricing page. But you should remember that your product is unique: what works for Dropbox or Mailchimp, may not work for your SaaS.
And that’s OK, your SaaS pricing page doesn’t have to be perfect on the same day you release it. To understand that you are doing everything the right way, you have to keep testing the page until you find the right combination of each element, starting from page layout and ending with the correct CTA color.
In case you need proficient help in designing an effective and beautiful pricing page for your SaaS Eleken is ready to be your design partner. Take a look at our recent SaaS projects or drop us a line to have all your questions answered.