Your pricing page is one of the most visited pages on your site — and one of the most under-optimized. After auditing hundreds of SaaS websites, here are the patterns that convert best.
1. Show Your Pricing
This sounds obvious, but a surprising number of SaaS sites hide their pricing behind "Contact Us" buttons. For SMB products, transparent pricing consistently converts better. If your product is truly enterprise-only, that's fine — but most aren't.
2. Use 3 Tiers with Anchoring
The classic three-tier layout works because of price anchoring. The most expensive tier makes the middle tier look like a great deal. Highlight the middle tier as "Most Popular" or "Recommended."
3. Lead with Value, Not Features
Instead of listing features, frame each tier around the outcome. "For small teams getting started" tells you more than a feature list. Then list features as supporting evidence.
4. Include a Free Option
A free tier or free trial reduces friction dramatically. Users who experience value first convert at much higher rates than those asked to pay upfront.
5. Answer Objections on the Page
Add a FAQ section below pricing that addresses common concerns: cancellation policy, payment methods, what happens at the limit, refund policy.
How does your pricing page stack up?
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