How to Create Pricing Pages That Convert

Your pricing page is the second most viewed page on your website. Yet, most pages fail to convince users to buy. I’ve spent 100s of hours running price experiments… Here are the 5 principles to make your pricing page so irresistible that it sells itself: — 𝗢𝗡𝗘 - 𝗖𝗼𝗻𝘃𝗲𝘆 𝗬𝗼𝘂𝗿 𝗠𝗼𝗱𝗲𝗹 Ask yourself: → What’s the pricing structure? → Who’s the right audience for each plan? → Why should someone choose this plan? If your users can’t answer these questions immediately, you’re losing them. → Talk to your users. Find out what’s confusing. Fix it. → Make your plans make sense because a confused mind never buys. — 𝗧𝗪𝗢 - 𝗪𝗵𝗮𝘁 𝗪𝗼𝗿𝗸𝘀 𝗙𝗼𝗿 𝗢𝘁𝗵𝗲𝗿𝘀 𝗠𝗮𝘆 𝗡𝗼𝘁 𝗪𝗼𝗿𝗸 𝗙𝗼𝗿 𝗬𝗼𝘂 Copying your competitor’s pricing page might seem tempting. But it’s a shortcut to failure. Here’s what you should do: → Dig into your user research. Prioritize experiments that solve your audience’s specific pain points. → Skip the “growth hacks” that pile up downstream problems for sales or support. Your users are unique. Treat them that way, and your results will be too. — 𝗧𝗛𝗥𝗘𝗘 - 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗧𝗵𝗲 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀 𝗼𝗳 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝗿𝗮𝗹 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 Your pricing page isn’t about what you’re selling. It’s about how you’re selling it. Use psychology to guide decision-making: → Offer three plans: good, better, best. → Highlight the one you want them to choose. → Include a free option; it’s a no-brainer for undecided users. → Use the decoy effect: make your premium option shine by comparison. These aren’t just tricks. They’re time-tested ways to make decisions easier for your users. — 𝗙𝗢𝗨𝗥 - 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝗙𝗼𝗿 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗔𝗻𝗱 𝗔𝗱𝗱 𝗠𝗼𝗿𝗲 𝗜𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗘𝗹𝘀𝗲𝘄𝗵𝗲𝗿𝗲 Your pricing page doesn’t need to say everything. And don’t make users “work” to understand your pricing. → Start clean: clear plans, clear benefits, and add depth where it counts. → Use FAQs and deeper sections for additional details further down. → Think Apple: clean, focused, and easy to understand, with details available when needed. — 𝗙𝗜𝗩𝗘 - 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗙𝗼𝗿 𝗨𝘀𝗲𝗿 𝗦𝘁𝗮𝘁𝗲 Your users are in different stages of their journey. So your pricing pages should tailor to their experience with your pricing page. Here’s what to do: → New visitors? Show them why you’re the best choice. → Returning users? Highlight what’s new or offer a discount. → Existing customers? Nudge them toward upgrades tailored to their usage. Also, a little personalization will go a long way: → Use their language, their currency, their context, etc. — Want to dive deeper with 6 best pricing page breakdowns and top experiments of my career? Go here: https://lnkd.in/dvBxfY_q

About 2-3 months back, I found out that one of my client’s page had around 570 people visiting the pricing page, but barely 45 booked a demo. Not necessarily a bad stat but that means more than 500 high-intent prospects just 'vanished' 🫤 . That didn’t make sense to me because people don’t randomly stumble on pricing pages. So in a few back-and-forth with the team, I finally traced the issue to their current lead scoring model: ❌ The system treated all engagement as equal, and couldn’t distinguish explorers from buyers. ➡️ To give you an idea: A prospect who hit the pricing page five times in one week had the same score as someone who opened a webinar email two months ago. It’s like giving the same grade to someone who Googled “how to buy a house” and someone who showed up to tour the same property three times. 😏 While the RevOps team worked to fix the scoring system, I went back to work with sales and CS to track patterns from their closed-won deals. 💡The goal here was to understand what high-intent behavior looked like right before conversion. Here’s what we uncovered: 🚨 Tier 1 Buying Signals These were signals from buyers who were actively in decision-making mode: ‣ 3+ pricing page visits in 10–14 days ‣ Clicked into “Compare us vs. Competitor” pages ‣ Spent >5 mins on implementation/onboarding content 🧠 Tier 2 Signals These weren’t as hot, but showed growing interest: ‣ Multiple team members from the same domain viewing pages ‣ Return visits to demo replays ‣ Reading case studies specific to their industry ‣ Checking out integration documentation (esp. Salesforce, Okta, HubSpot) Took that and built content triggers that matched those behaviors. Here’s what that looks like: 1️⃣ Pricing Page Repeat Visitors → Triggered content: ”Hidden Costs to Watch Out for When Buying [Category] Software” ‣ We offered insight they could use to build a business case. So we broke down implementation costs, estimated onboarding time, required internal resources, timeline to ROI. 📌 This helped our champion sell internally, and framed the pricing conversation around value, not cost. 2️⃣ Competitor Comparison Viewers → Triggered: “Why [Customer] Switched from [Competitor] After 18 Months” ‣ We didn’t downplay the competitor’s product or try to push hard on ours. We simply shared what didn’t work for that customer, why the switch made sense for them, and what changed after they moved over. 📌 It gave buyers a quick to view their own struggles, and a story they could relate to. And our whole shebang worked. Demo conversions from high-intent behaviors are up 3x and the average deal value from these flows is 41% higher than our baseline. One thing to note is, we didn’t put these content pieces into a nurture sequence. Instead, they were triggered within 1–2 hours of the signal. I’m big on timing 🙃. I’ll be replicating this approach across the board, and see if anything changes. You can try it and let me know what you think.

Found a tiny design flaw on Monday.com's pricing page that’s likely costing them millions. You might be making the same mistake. The culprit? Dropdown feature lists. Why is that a problem? Decision fatigue. Prospects don’t want to "discover" value. They want to see it INSTANTLY. Every second they spend clicking around is a second closer to bouncing. Most pricing pages look fine… but tiny missteps like this stack up. And when they do, they silently kill conversions. Bill Wilson, a SaaS pricing expert who’s coached 400+ founders and analyzed hundreds of SaaS pricing pages, found that the average page fails 14 out of 22 key conversion dimensions. Even well-known companies like Monday.com (7.5/10), Motion, and Jobber (6.5/10) make these mistakes — proving there’s always room to optimize and capture more revenue. The upside? Even small fixes drive massive returns. A 7% conversion increase on a $1M ARR business? That’s an extra $70,000 annually, with zero extra marketing spend. This is HUGE. So, what are the levers you need to be pulling? FOCUS CLARITY – Confused prospects don’t buy. ❌ “Unlimited features” buried in dropdowns ✅ 3–5 clear differentiators that help users self-select AMPLIFY CONFIDENCE – Buyers hesitate when they don’t see proof. ❌ Generic stock images, no testimonials ✅ Customer logos, tier-specific reviews, and clear risk-reversal SHAPE PACKAGING – Customers don’t buy features; they buy outcomes. ❌ Feature lists that read like technical manuals ✅ ROI-driven pricing models (Motion’s $981/month ROI calculator) TRIGGER ACTION – Every extra click kills momentum. ❌ Competing CTAs that overwhelm users ✅ One clear, primary CTA that guides them effortlessly Want to see how yours stacks up? Bill Wilson does deep-dive pricing teardowns for SaaS Academy founders, breaking down exactly where their pricing page is leaking revenue and how to fix it. But, I believe his SaaS Pricing Scorecard is a tool every founder should have. It helps pinpoint exactly where you’re losing revenue right away. 💬 What's the one thing on a pricing page that convinces you to hit that "Buy Now" button? #pricing #ux

Your pricing strategy is backwards… And it’s costing you millions. You’re showing prices in ascending order, thinking you’re “easing them in.” But you’re actually triggering a cognitive bias that kills conversions. It’s called the Anchoring Bias. And once you understand it, you’ll never present prices the same way again. Here’s what most advertisers do wrong: They start cheap and build up to expensive, thinking it’s less scary. But Amos Tversky and Daniel Kahneman proved that the first number people see becomes their mental “anchor.” Every other number gets judged against it. When you start with $47, their brain anchors there. Now $497 feels like 10x more expensive. But when you start with $4,997? Suddenly $497 feels like a steal. 💰 Same price. ⚓️ Different anchor. 🧠 Completely different perception. MIT researchers ran a fascinating experiment on this: They auctioned off random items to MBA students. But first, they had students write down the last two digits of their social security number. Students with high numbers (80-99) bid 346% more than students with low numbers (00-19). For the SAME items. Their social security number had nothing to do with value. But it became the anchor. That’s how powerful this bias is (and why you need to test it). So here’s the hierarchy that you shoupd copy and paste if you want higher converting ads: 💰 Start with your highest price 💰 Show competitor’s high price next 💰 Present your actual price third 💰 End with payment plan Here’s a few quick examples across different industries: Course Creation: ❌ “$47/month or $497 paid in full” ✅ “Normally $4,997. Other programs cost $10K+. Get everything for $497 (or just $47/month)” SaaS: ❌ “Starter $29, Pro $99, Enterprise $299” ✅ “Enterprise $299, Pro $99, Starter $29” (just flipping order increases Pro plan sales) Ecom: ❌ “On sale for $39.99” ✅ “Retail $149.99, Amazon $89.99, Our price $39.99” Coaching: ❌ “Book a call to discuss pricing” ✅ “My 1-on-1 rate is $25K. Group coaching is $5K. This self-paced option is $997” Agency: ❌ “Starting at $2K/month” ✅ “Full service starts at $15K. Done-with-you at $5K. This option just $2K” The psychology works like this: 1. First number = Reference point 2. Second number = Comparison 3. Third number = “Deal” By the time they see your actual price their brain is anchored so high that it feels cheap. The key is making your price feel small relative to the anchors. Not cheap, but small. There’s a really important difference here. ❌Cheap = Low quality ✅ Small (relative to anchors) = Smart investment Test this tomorrow: 1. Take your current pricing page. 2. Flip the order. 3. Add comparison anchors. 4. Watch CVRs jump. Because once you plant the anchor, their brain can’t escape it. And that’s exactly what you want (unless you hate making more money with your ads).

Good pricing page converts 20% of visitors into leads. Bad pricing page doesn't show pricing. The pricing page is one of the most important pages for any SaaS. Yet, most people get it wrong. Here's the exact pricing page layout I'm following to squeeze more conversion: 1. Hero section Goal: Restate the value proposition. Hero: Explain your main product's benefit. Subheading: Explain what your product does and who it is for. 2. Pricing section Goal: Prove ROI of your product. Key feature: Highlight what is the benefit of your (1) product and (2) each plan. CTA: Give customers a way to take action on the desired plan. 3. Features section Goal: Show how your product is used and what value it provides. Key features: Listing features doesn't work. Highlight a few use cases to show the ROI. Social proof: Use social proof to explain the ROI of your product. 4. Objection section Goal: Fight any objection: integrations, features, social proof, etc. Key features: Highlight how other prospects use your product. Supporting visuals: Include images to reinforce the benefits. Social proof: Add high-quality testimonials that explain your product's benefits. 5. CTA section Goal: Restate the offer and give one or more next steps. CTA: A way for a prospect to take action. Social proof: Include testimonials to give more reasons to take action. — Prospects don't visit your pricing page JUST to get pricing. They need to see pricing and ROI to convert. Give them what they want, or you'll lose a customer.