Selling software? Your SaaS pricing page can be an asset that drives sales and reduces friction... Or it can be the weak link in your sales funnel, costing you sales and wasting your team's time.
This is especially true with self-serve software products. Your pricing page is where you close sales. Your pricing page needs to be outstanding: informative, well-designed, and easy-to-use.
The good news is, building winning SaaS pricing pages isn't rocket science. Most winning pages tend to include the same elements. And today, we'll share 8 of the most important ones.
There are several elements most successful SaaS pricing pages tend to include. In this guide, we’ll look at 8 of the most important ones - as well as 7 real-life examples - to inspire your own pricing page.
A SaaS pricing page is a URL-based page showing the pricing for your software.
In sales-assisted cadences, it might be a quote page you send clients on a 1-to-1 basis. In self-serve cadences (i.e. Product-Led Growth ones), it’s more likely a static page you show to everyone.
Pricing pages are where many buying decisions happen. It's also where a lot of potential sales are lost to friction. The pricing page's ability to make or break your funnel makes it highly important in sales and marketing.
A typical SaaS pricing page includes details about the company's pricing tiers, subscription types, and subscription duration. It may also include an interactive calculator and buttons that help buy the product immediately.
Here’s a list of 7 elements virtually all winning pricing pages feature. Each of these should be presented in a logical and easy-to-understand manner.
The headline is critical to a SaaS pricing page for several reasons. First, it captures visitors' attention and encourages them to see the rest of your page.
Second, it presents the core value proposition behind your offer. It can do this by emphasizing unique features, benefits, or advantages that make your product stand out. Alternatively, it may highlight an attractive offer or discount.
Regardless of their content, compelling headlines are usually...
To make the pricing page even more persuasive, a headline can incorporate elements of urgency or time sensitivity. This can be achieved by mentioning limited-time offers, discounts, or special deals.
A pricing page's key function is to showcase pricing tiers. Here are 4 tips to show pricing (across products and subscriptions) effectively:
1. Address Your Target Audience: Each pricing tier should provide value to its target audience. This means understanding your audience and highlighting the specific benefits you product offers them.
2. Have a Low-Cost Tier for Acquisition: A low-cost tier lets potential customers try out your product. If the product is good, many of them stick and upgrade to higher tiers later. Ideally, your low-cost tier is free - or you offer a trial people so people can see your product before signing up for it.
3. Have a High-End Tier for Profit Maximization: Including a higher-priced tier on your pricing page makes your other tiers appear more affordable. This pricing can influence customers to spend more with you. This pricing model can also convert customers that wouldn't otherwise consider your product.
4. List Features Mindfully: It is essential to list the features and characteristics of each pricing tier clearly. This allows potential customers to understand the significant benefits of each tier. Start with the most valuable features first; consider omitting unimportant, lesser features wholesale.
Invest in creating websites and pages with strong UX design. Organize copy and images neatly. Display pricing tables in column format. Use both images and white space effectively. The easier your page is to use, the better.
When designing and developing your site, remember that 60% of online traffic is generated by mobile devices. Your website and the pricing tables on it need to look good on tablets and smartphones; not just desktop PCs.
UX is "user experience". It refers to making pages that are easy and pleasant to use. It's a major factor in getting more results out of your pricing pages.
In the SaaS industry, it makes sense to offer potential customers a free tier. Users who sign up and experience your software are more likely to commit to a paid plan… Without costing you much (if anything).
Incorporating trust signals into your SaaS pricing page can help drive more sales. Examples include…
Stack trust signals to establish credibility, encourage purchases, and reduce customer hesitation. Incorporating trust signals into your SaaS pricing page can help drive more sales. Examples include…
Testimonials and success stories. In-depth ones do well, especially if you can feature customers or user-generated content.
Purchase pops. Letting prospects know someone just bought your software is a good way to build trust.
Customer reviews. Research as shown that 58% of customers would pay more if a brand has good reviews. It is also an easy way to create trust signals, especially on third-party websites.
Best trust signals vary from industry to industry and niche to niche. While B2C applications can benefit from sales pop apps (that showcase real-time customer activity), B2B audiences tend to value customer reviews more.
Stack trust signals to establish credibility, encourage purchases, and reduce customer hesitation. Incorporating trust signals into your SaaS pricing page can help drive more sales. Examples include…
UX (user experience) copy guides users to take action, for example…
Your UX copy should align with the customer's journey and help them make an informed decision. It should also be concise, persuasive, and consistent with your brand's voice.
A combination of a UX-optimized layout and quality UX copy can drive trials and sales through the roof.
When showcasing SaaS products, it's important to strike a balance. You want to show what the product can do… But also what it can do for your prospects.
What does this mean?
Emphasize the tangible benefits they provide, as well as the software features that drive them. By effectively communicating the value offered, you help prospects better understand how your product will enhance their life or business.
Your prospects will likely have questions about your product and pricing structure after reading your pages. Addressing the common questions in an FAQ section helps increase customer confidence.
Well-informed customers also tend to have a better experience with your product, resulting in higher satisfaction and loyalty.
GitHub’s pricing page is designed in a simple and easy-to-understand manner with huge pricing boxes and visible discounts. The center tier is clearly highlighted, which draws the eye and encourages customers to choose the mid-range pricing option.
GitHub also offers a free tier, positioned next to the paid plans – giving customers a chance to try out the product before committing.
GitHub SaaS Pricing Page Design Elements
Gusto's pricing page boasts a best-in-class design, including a benefit-driven headline that transforms into a compelling CTA subhead. The middle pricing option takes the spotlight, showcasing a "limited time offer" badge and a visible discount.
Gusto offers a combination of self-sign-up tiers and the option to contact sales. They employ a flat subscription SaaS pricing model and usage-based pricing, which is determined by the number of users onboarded.
Gusto SaaS Pricing Page Design Elements
While HubSpot’s pricing strategy is complex, they make it easy to understand with an incredible interactive design. Their pricing page features a configuration tool, a lot like one you'd build with Salesbricks.
The intuitive design helps HubSpot funnel leads into suitable plans, reducing uncertainty and friction.
Hubspot SaaS Pricing Page Design Elements
Rather than following a conventional sales page format, Dataguard utilizes a questionnaire-style approach. This interactive questionnaire helps potential customers determine the best pricing option based on their needs, creating a personalized experience.
Another interesting point. Dataguard's pricing page creatively presents its software as 3 offers with different price points… Even though all 3 tiers are pretty homogenous and essentially one product.
Dataguard SaaS Pricing Page Design Elements
You really can't get a clearer or more transparent pricing page than Slacks. The design is clean and concise, with the FAQ sections compressed – shifting the focus toward the tiers and features.
The copy and UX design on Slack's pricing page are incredible, providing customers with enough information to make an informed decision without overwhelming. This exceptionally well-designed landing page has been a huge driving force behind Slack's success.
Slack SaaS Pricing Page Design Elements
Sortly's pricing page combines a beautiful and functional design, making it visually appealing and user-friendly. Sortly emphasizes its FAQ and feature sections, which provide important information to potential customers.
The page is optimized for self-serve, ensuring a seamless and easy-to-use user experience for smaller customers.
Sortly SaaS Pricing Page Design Elements
For an excellent example of benefit-drive copy, you have to check out Monday.com's pricing page. This page is all about giving customers the context they need to make an informed decision. It offers a broad range of pricing tiers, including a standout option and a free tier.
The page effectively presents Monday.com's features in a manner that is easy to understand, ensuring potential customers can quickly grasp the capabilities and benefits of the platform.
Monday.com SaaS Pricing Page Design Elements
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