What is a SaaS pricing page?
Your SaaS pricing page is the landing page that lists the different pricing plans or tiers available to customers, along with the benefits and/or features included in each tier.
Once you’ve developed a pricing strategy that bundles the various features of your product into separate tiers aligning with the needs of your buyer personas, you need to showcase it by creating an easy-to-understand pricing page.
Why is the pricing page pivotal for your SaaS business?
Your pricing page is the last stop in a prospect’s conversion journey. This is your chance to nudge and guide your prospect to subscribe to the right pricing tier, or at least give your product a spin with a free trial.
A well-crafted pricing page is vital for your SaaS business, in order to:
- Clearly communicate your product’s value and positioning
- Build better credibility with social proof
- Increase free trial sign-ups
- Boost conversion rates and revenue
SaaS pricing strategy: what the numbers say
- A 1% improvement in pricing can lead to a 12.7% increase in profit.
- Yet, the average SaaS startup takes just 6 hours to decide on pricing.
- 40% of companies take a value-based approach to set prices based on the value customers perceive the product to have.
- 38% of SaaS businesses charge based on usage so customers only pay when they use the SaaS product.
- 30 days is the most common free trial period.
- 31% of SaaS companies say they offer very few discounts.
A 14-point checklist to craft an effective SaaS pricing page
Nail your SaaS pricing page design by checking off these best practices:
- While it’s easier to check your competitors’ pricing and slap similar rates, invest the time to survey and analyze your audience segments to create personas for a value-based, scalable pricing model. Pick a value metric to represent what the customer pays for, such as per user, per GB of storage, the number of emails, etc.
- Align each of your pricing plans to a single buyer persona, both in terms of packaging (i.e. features included) and the amount you’re actually charging. The personas should be created based on:
- The size and type of your target company
- Their pain points
- The perceived value of your feature sets
- Price sensitivity data showing pricing ranges that each persona will pay for their desired features
- Craft a strong headline for the page, conveying your product’s core value proposition. For example, Grammarly’s former pricing page headline was “Elevate Your Writing”.
- Name the price tiers after the customers’ group. For example, “Bootstrapper | Startup | Enterprise” or “Basic | Plus | Enterprise”. Aim for a maximum of four tiers (including the custom quote-based plan, if any).
- Under each pricing plan column, share a bulleted breakdown of the key features offered.
- To showcase all features of each tier, create a detailed plan comparison table below the fold with checkmarks for features available in each tier.
- Provide a dropdown to easily convert currencies.
- Add an FAQ section to give more clarity about your product and pricing tiers. Link to your blog posts, guides, case studies, videos, or other downloadable marketing materials.
- Mention clear information on the free trial period, cancellation/refund, data privacy policy, and upgrading/downgrading subscriptions.
- Keep the CTAs big, bright, contrasting, and above the fold.
- Leverage psychology:
- Price anchoring: Highlight your most valuable (but mid-priced) plan with a label such as “Recommended”, “Popular”, or “Best value” and color contrast.
- Psychological pricing: Decrease your prices slightly to have odd numbers. For example, $19 vs. $20 or $79 vs. $80.
- Encourage upfront, annual payments over monthly payments with subscription discounts to improve ARR and reduce churn. Include a toggle to see pricing for monthly vs. annual payment plans.
- Showcase social proof and credibility with your best customers’ logos, testimonials, and success stories, along with vendor security logos for payment processing.
- Give options to contact sales and live chat in case prospects have additional questions.
As per research by ProfitWell
- 100% of SaaS websites analyzed offer a free trial
- 93% offer enterprise or customizable plan options
- 76% give the option to contact sales or support for more questions
- 66% include a FAQs section on the pricing page
- 43% offer freemium plan options
- 13% have a live chat popup
Key SaaS pricing page metrics you need to track
Keep track of how effective your pricing page is by monitoring these critical metrics:
- Time on page: Longer time-on-page can often suggest that you need to simplify your page design and better align your pricing tiers with buyer personas.
- Bounce rate: If people bounce right after arriving on your pricing page, it might indicate that it needs a change, say, in terms of value alignment or ease of use.
- Conversion rate: A low conversion rate means visitors aren’t signing up for a free trial, subscribing to a plan, or requesting a demo, which is a clear sign your pricing page or strategy needs work.
- User behavior: Analyze how visitors interact with your pricing page — scrolls, mouse movements, CTA clicks — using heatmaps and session recordings. Include a short feedback box or microsurvey to get quick feedback from visitors. Suggested tool: Hotjar.
Found this checklist useful? Here’s a handy infographic version you can share with your colleagues and network.
