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Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.
In this post we will talk about creating a high-converting SaaS pricing page. A not-so-well crafted pricing page could impact your CTRs negatively.
We have compiled 15 examples in this blog with rare insights. Take inspiration from them, increase your impressions and CTRs, and cut Down on your bounce rate.
Look at the below image, the pricing page here has a defective layout. It is resisting the viewers to look at those options. It is a very simple fault. On zooming out, the layout is messed up. This impacts the conversion negatively.
First things first, your pricing page should be about your audience. So let’s start with how you can make it more specific to your audience.
A plan named after a user persona sends a clear message: “Hey, we built this just for you.” It guides them to their ideal tier, leading to improved CTRs and conversion.
Your Pricing page headline should indicate solutions to your audience’s pain points. It should be a non-salesy pitch of your SaaS offerings.
Remember Jeffrey Gitomer said : “Your audience don’t like to be sold, they love to buy.”
Break down your offerings in tiers so your audience can weigh the pros and cons.
One of the most common and converting tier strategies is the rule of three: Hero-Anchor-Decoy.
This pricing psychology makes the audience feel your offer is a good deal.
Starting from the most expensive to the cheapest plan is a good positioning strategy. Human psychology makes the next options seem “affordable”.
Your pricing plan table should be crisp and clear, not long and wordy. For further information, have a “compare plans” option like Mailchimp here:
Instead of writing in explanatory paragraphs on the pricing table, use the tooltip feature, also known as hover help. On hovering the cursor over the point, the explanation shows up in a callout. This explanation is not seen otherwise.
Make your SaaS feature and benefit points stand out. It makes the customer clearly compare the plans for a better decision making process.
Here is a case study below:
Before:
After:
Make your Calls-to-Action aligned with your plans.Simple plans can use basic CTAs like ‘Start Now’, while advanced plans might utilize specialized CTAs such as ‘Request a Demo’ or ‘Get Quote’.”
Take advantage of the first impression theory. Include a catchy value proposition and a call to action to attract potential buyers into your offers right when they visit your page.
Adding testimonials on your pricing page establishes you as an expert and builds trust.
If you are new and don’t have much testimonials yet, consider adding some press materials or recommendations from reputable sources.
Monthly and Yearly payment plans are most used in SaaS pricing pages. Monthly payments often have a high churn rate. You need to Lure the audience into a yearly plan with an attractive offer.
If you are serving a global audience, add currency switching so users can relate to their prices in their preferred currencies. It also avoids price confusion.
Don’t make them go to your competitor because they had a question your chatbot couldn’t answer. Make your audience feel heard by adding a human chat/call option. Solve their last moment blockages and specific problems and also get instant feedback from your audience.
Every missed upsell means you are leaving money on the table! A clever strategy to get extra revenue is providing upsells related to your SaaS offer. Provide some extra value as an upsell which also adds as a USP on why they should choose you and not your competitors.
A “one size fit all” approach won’t work on your SaaS pricing page. Provide a customized experience by using a reverse IP lookup tool (like Clear bit). On identifying, you can customize your copy, CTA etc to their needs.
To conclude, layouts and color do matter, but what good is it if it is not communicating your value? Right from your headline to your pricing names and CTA, it should resonate with your audience. They should make your audience feel : “Yes! This is for me”.
Making your offer features clear and concise makes it a smooth drive. Always consider how you can make the process fast and easy. Having human support is beneficial, even though it’s the era of AI.
Don’t let simple oversights hinder your SaaS potential. Your SaaS could make lives easier for so many businesses. As for you, your pricing page will make your conversion easy.
Take inspiration from these pricing pages and don’t forget, you always need to update. Good luck with building your best converting pricing page!
The purpose is to display the product prices, tiers and features to guide potential customers into purchasing the offer.
Typically, SaaS companies offer three tiers: Basic, Pro, and Premium based on different user types.
Psychological tactics, like anchoring or decoy pricing also help guide users towards desired pricing options.
A/B testing helps the company to gain feedback on the conversion and determine which page version maximizes conversions and user engagement.
CTAs direct users towards conversion by taking actions like free trial, buy plan or contact sales team.
