A SaaS pricing page is vital for converting prospects into loyal customers. It's often the final step in their decision-making process. A well-designed pricing page can simplify complex information, build trust, and boost conversions, while a poor one can confuse visitors and lead to lost sales.
You've likely seen various pricing pages—some make purchasing decisions easy, while others create more questions. Truth be told, crafting an effective SaaS pricing page is easier said than done, especially for products with multiple features, tiers, and customization options. Too much information overwhelms; too little leaves potential customers with unanswered questions.
In this article, we'll explore three ways to design or enhance a SaaS pricing page that drives conversions.
What Makes a SaaS Pricing Page Design Effective
Simply put, SaaS pricing pages help prospects make a purchase decisions. It educates them about the features, benefits, and how much it will cost them concisely. This information helps quickly estimate the ROI of purchasing that product, resulting in informed decision-making.
However, when optimizing or creating the web page with the cost breakdown, you need much more than that.
A typical SaaS pricing page for modern businesses contains a lot of aspects, which we have broken down into three broad categories for easier understanding:
| Category | Importance | Components |
|---|---|---|
| Aesthetic components | Enhance clarity and readability | - Layout - Typography - Visual hierarchy - Images and icons |
| Informative components | Provide thorough explanation | - Price - Features - FAQs - Testimonials |
| Interactive components | Increase engagement and recall | - CTA (call-to-action) - Calculators - Chat Support |
Let’s dive deeper into these components to understand how they can be customized based on the nature of your SaaS product and your business goals.
1. Aesthetic Components
The aesthetic components of a SaaS pricing page contribute to the visual experience. It is crucial for enhancing clarity and increasing readability. Moreover, eye-catching layouts can increase the credibility of your brand and boost information recall at later stages.
The four major aesthetic components include:
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Layout: Clear sections with naturally identifiable borders help readers find useful information quickly. Your prospects can navigate through various sections quickly without facing cognitive overload.
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Typography: Use fonts that are comfortable on the eyes. It is always better to go fonts that make your content look professional, hence credible. Teams should also keep the font size ideal, depending on the nature of the information.
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Visual hierarchy: Some sections and data points should be more prominently highlighted and presented in a particular sequence. For instance, clearly highlight how much customers can save with an annual plan to draw their attention.
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Images and icons: These make complex information more digestible to
2. Informative components
The informative components provide a thorough explanation of the benefits your prospect will get when they make a purchase. It includes details about the features, functionalities, usage limits, etc.
The in-depth data reduces friction in the decision-making process for the prospect, enabling them to choose a plan, package, or configuration that suits their needs. This can be particularly essential while adopting a SaaS solution with a consumption-based billing model, like HubSpot and Slack.
Key informative components in a SaaS pricing page include:
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Price: Explicitly mention how much you charge for your products and the basis of your billing. If additional taxes are applicable, clarify that from the get-go. Hidden costs and unexpected surges in the final bill can decrease trust among your leads.
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Features: For each tier, list the key benefits of that plan. Try to keep that list small to prevent cognitive overload for the reader. Tactics like “Everything in previous plan +” or the spreadsheet format can help improve readability.
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FAQs: Identify your audience's common queries and answer them concisely in a FAQ section. Usually, these include questions about refunds, upgradability, integrations, compliance, and customer support.
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Testimonials: Positive feedback from your users can reiterate the value of your product to your prospects. Remember that a SaaS purchase is an investment, and reminding your audience of the returns through testimonials can drive conversions.
Learn more about how to ask for testimonials.
3. Interactive Components
Each of the prospects that land on your SaaS pricing page has personalized questions that are unique to their use case. For instance, if you are selling a marketing reporting tool that charges the user per report, the buyer may want a cost estimation for generating 50 reports.
Simply put, these components make SaaS pricing pages more hands-on, increasing engagement and information recall.
Popularly used interactive components include:
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CTA (call-to-action): This tells the prospect what they need to do. It can be booking a sales call, scheduling a demo, or signing up for a free trial. Place them prominently so it is clear for the visitor.
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Calculators: As we touched upon earlier, price estimators can fast-track the decision-making process for tools that charge based on usage. Make sure that the estimations provided by these calculators are as accurate as possible.
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Chat Support: Providing live assistance, especially when targeting enterprise clients, can play a key role in converting them. Large accounts and power users may have burning questions that require immediate attention.
3 Ways to Enhance the Design of a SaaS Pricing Page
You may already realize that a SaaS pricing page can be designed more effectively if the creation and placement of each component within the aforementioned categories are optimized.
The direction of optimization depends on your business goals.
With SaaS pricing pages, the goals can be improving readability, reducing confusion, and empowering the prospects. Let’s dive into them.
Similarly, the three ways you can enhance the design of your SaaS pricing page are:
1. Make it Appealing
It has been scientifically proven that aesthetically pleasing products sell better compared to the ones that aren’t eye-catching. This is because beauty increases the perceived value of the product.
The same holds true for SaaS landing pages.
Prospects, leads, and decision-makers are more likely to favor a SaaS solution with a pricing page that is easier on the eye. The visual or aesthetic components — font, hierarchy, layout, images, and icons — should be optimized with this goal in mind.
Whenever you are making an edit to your current SaaS pricing page or inserting an element to a new one, ask this question — does this make the page more attractive?
Descript, a popular AI-powered video editing tool, achieves that by strategically using icons to highlight the key features of each tier:
Source: Descript.com
2. Be Clear and Transparent
One of the things a SaaS pricing page helps with is educating the prospect about how your product works. And it does that by being clear and transparent.
The pricing page should tell the SaaS buyer — “This is what you get at this cost” — at a glance. This is essential because most internet users scan through web pages.
Vimeo, a video hosting platform and tool, has kept its pricing page pretty minimalistic with judicious use of whitespace. Moreover, all the essential information, including the cost, savings, and CTA.
Source: Vimeo
Businesses need to trim the fat as much as possible. Anything that doesn’t need to be there, shouldn’t be there. However, deciding what needs to be there is a tricky question. There are way too many moving parts, and dedicating time to decide which of them needs to go can be draining.
The easiest way is to start by following the standard practices in your industry. Look at what your competitors are doing and replicate it. Then, based on the queries from your potential prospects, you can keep iterating your pricing page.
Additionally, change it as your product and business goals evolve. For instance, if you adopt a usage-based pricing plan in the future, consider adding a price estimator. Similarly, if you become an enterprise-only tool, the “schedule a call” CTA may suit you better over “start a free trial”.
3. Give Power to the Prospect
Actionable CTAs guide your prospects toward the next step in the buyer’s journey. It can be many things ranging from starting a free trial and booking a demo. In some cases, it may be appropriate to have more than one CTA.
Position CTAs strategically throughout the page and use contrasting colors to make them stand out. This is essential for nudging your leads in the right direction.
Apart from the CTAs, another thing plays a crucial role in making your SaaS pricing page effective — providing everything a user needs to make a purchase decision. Providing relevant information in an aesthetic layout can work pretty well.
When your visitors click on the CTA, they should do so with confidence. This can only be achieved when you “keep it real” with them and help them with their challenges.
Many SaaS businesses offer live chat options to take this a step further. Prospects can get their personal questions immediately answered to facilitate faster decision-making.
Salesforce does it all. They offer two CTAs and the live chat option.
Source: Salesforce
Teams that don’t have the resources to offer live chat support on their pricing page can consider leveraging LLM chatbots.
Wrapping Up
A well-designed pricing page is crucial for boosting conversions and turning prospects into customers. It serves as a pivotal point where visitors decide whether to invest in your SaaS product.
SaaS businesses can enhance their pricing page’s design in three key areas: making it appealing, being clear and transparent, and giving power to the prospect.
Aesthetics build trust and improve user experience. Clear and transparent information educates and reassures potential customers. Interactive elements like CTAs, calculators, and chat support facilitate quick and informed decision-making.
Before making any major changes to your pricing page, it’s essential to understand what your audience wants. Conducting market research and analyzing feedback ensures that your improvements are aligned with user needs and preferences.
Pro Tip: If you want to create your SaaS website without any hassle, Try Dorik, the best AI website builder in the market. It lets you design a converting pricing page effortlessly. You can even use the professionally designed pre-built pricing page.
