by ELENA VERNA for Elena’s Growth Scoop
Pricing pages are crucial in converting visitors/free users to paid customers. Important attributes of every pricing page:
- Showcases monetization model
- Easily understood
- Instills trust
- Assists consideration
- Has clear navigation
The goal of the pricing page is to provide all the needed information to a potential customer to make a decision and then make it easy for them to take the next step.
Pricing page performance
Best-in-class in-app pricing pages with self-serve options convert ~15-20% of pricing visitors to the checkout page. Checkout pages usually convert 50% to paid customers.
Best-in-class pricing page design
After advising and seeing how 100’s SaaS pricing pages perform, here is the prototype that captures all of the best practices:
With commentary:
Always include:
- Social proof of existing paid customer logos, preferably recognizable ones.
- 3-4 plans perform best in giving options without making it overwhelming.
- The summary table showcases the main reasons for the upgrade.
- Each plan has to message of whom it is best for.
- Wrapped ‘Recommended’ suggestion (don’t lie with ‘most popular’).
- Waterfall features with the longest list in the higher-end plan.
- Clear CTA’s above the fold.
- Be stingy with colors – they can be distracting.
- Always use the designated color for upgrade CTA’s – preferably ‘Amazon’ gold that we’ve all been conditioned to recognize as checkout. Thanks, Amazon.
- Full feature matrix peaking from above the fold.
- FAQ’s at the bottom of the page.
Avoid
- Treating the pricing page like it’s a home page. It’s not. It has to be optimized for function.
- Designing the marketing pricing page separately from the in-app pricing page. Don’t – it only forces the user to learn two designs and reduces conversion.
- Waisting coveted above-the-fold page with ‘PRICING PAGE’ header. Your customer knows where they are – get straight to the point.
- Distracting customers with design elements. Pricing is all about information, so the design has to be function focused and minimalistic.
- Hard coding features and pricing. Make them dynamic elements that allow easy experimentation and changes!
Afterword
Don’t reinvent the pricing page design. Customers are used to a certain format, so you should use it to your advantage.
Get started with the above frame and experiment to optimize for your business and customers!
