Your pricing page is one of the most important pages on your SaaS website because people generally tend to go there before signing up. By the time someone reaches it, they should already understand what your product does and why they might want it. The job of the pricing page is to make the next decision as clear and easy as possible.
What follows is a practical, numbered list of steps and changes you can make immediately to your SaaS pricing page to increase conversions, and there’s no need to take notes because I’ve included a summarized numbered list of every step at the end for your convenience.
1. Put your pricing on a separate page
I recommend having your pricing page on a separate page rather than making pricing simply another section of your homepage.
Make pricing the natural next step
You want pricing to come as a natural next step after someone has read through everything on your homepage. They’ve gone through your positioning and messaging, understand what you offer, and can then move to the pricing page when they’re interested enough to evaluate the actual plans.
This also means your pricing page doesn’t need to repeat everything you already explained on your homepage. Someone who has made it this far should already understand what your product does.
Use the pricing page as a conversion point
There’s another important reason I prefer a separate pricing page: testing.
If you’re testing multiple variations of the positioning or messaging on your homepage, having a separate pricing page makes it much easier to determine which variation is working.
You can set up a simple URL-based conversion test where reaching the pricing page is considered the success point of a conversion from your homepage or other pages. This gives you a very clear metric to look at when testing your homepage.
Rather than trying to figure out whether one variation is generating more interest, you can actually measure which version gets more people to take that next step and visit pricing.
2. Limit yourself to around three pricing plans
Too many pricing plans simply become overwhelming. I generally recommend limiting yourself to three plans rather than presenting customers with four, five, or even more options.
Make it easy for customers to identify where they fit
There are rarely situations where customers will fit, at least from the perspective of usage growth and what they’re able to commit to, into more than three different categories.
Each pricing plan should therefore make it clear who it’s actually for. Someone looking at your pricing should be able to quickly identify which of those categories best describes them and which plan makes sense as a result.
By creating more than three pricing plans, you’re often just making it more confusing for the customer to understand which plan is a good fit.
Think about the product-side complexity too
This isn’t only bad from a customer confusion perspective. It also creates problems from a product maintenance perspective.
The more plans you create, the more difficult it becomes to maintain meaningful differentiators between those plans and ensure there isn’t too much overlap. Every time you update something or introduce a new feature, you also have to decide which plans it goes into and which customers it should be available to.
Keeping your pricing structure relatively simple makes that easier for both your customers and your team.
3. Don't use a generic "Most Popular" label
Highlighting one pricing plan as the recommended or most popular option can make sense, but I think this tactic has become slightly overblown.
People no longer necessarily believe that a plan is genuinely the most popular simply because you put a “Most Popular” label above it.
Make your recommendation specific
You rarely see the bottom plan or highest tier chosen as the most popular. Almost everyone seems to mark their middle plan as “Most Popular,” which can make it feel like a marketing gimmick.
If you’re going to do something like this, I highly recommend making it specific.
You don’t need to give away how many users you have. Instead, use a percentage and say something like:
“58% of users select this plan.”
You should easily have access to the data showing how many of your users are on each plan. This turns the recommendation into an actual trust signal and makes it much more believable than simply putting “Most Popular” above whichever plan you want people to purchase.
4. Highlight the three to five things customers actually care about
If you have a very technical product with tons of features, don’t try to cram everything into the individual pricing cards.
Highlight the most important differentiators at the top. If you need to provide a much more exhaustive feature comparison, put that in its own table further down the pricing page.
The important question is how you decide which three to five things deserve that prime real estate.
Look at actual product usage
The first way is simply by looking at your product metrics and seeing which features are interacted with and used the most.
You should be able to see this using something like PostHog or Mixpanel, which shows what people are actually interacting with inside your product. This gives you real behavioral data rather than simply guessing which features matter most.
Ask customers why they signed up
The other thing you want to be doing is conducting your own customer research.
One of the things I do when I run a customer research sprint for clients is ask:
“What was it that ultimately made you sign up for this particular tool?”
Often, the answer you’ll get is a specific feature, though you may also hear things like a longer free-trial period or something similar.
Depending on how I word the question, I’ll also ask:
“Was there a specific feature that stood out for you?”
When asking about competitors or previous solutions, I’ll phrase it differently. I’ll ask what they used beforehand to complete a certain task and what ultimately made them decide to switch to this particular solution.
Between those customer research questions and looking at what features people are actually using, you’ll be able to figure out the top three to five things you want to highlight.
If understanding why customers convert and where you’re losing potential revenue is something you need help with, this type of customer research is also part of what we work through in The 90-Day MRR Growth Sprint. You can book a discovery call to learn more about how the program works.
Don't bury important plan limitations
There are also certain things you’ll want to highlight regardless of feature usage.
Your refund policy is one. The level of customer support available with each plan is another, particularly if it differs between tiers. You want to make sure important limits and how they work are included in the highlighted information at the top.
This detailed comparison is mainly necessary for more complex, feature-rich products. If you have a relatively simple tool, you can absolutely get away with listing everything within the individual plans without adding another detailed comparison table below.
5. Make your pricing limits impossible to misunderstand
One of the big things I see SaaS companies get wrong is how they communicate limits on certain features.
For example, it’s not always clear whether a particular usage limit is a one-time or lifetime limit, or a recurring limit that replenishes every month or year.
Be explicit about when limits refresh
This is especially important for usage-based pricing.
If customers receive a recurring limit, be very clear about when that allowance refreshes. If it’s a one-time allotment of that usage, be equally clear about that.
The customer shouldn’t have to interpret what something like “1,000 credits” actually means.
Use tooltips for additional explanations
This is also a really good use case for tooltips.
Make sure you have tooltips across features and points included in your pricing table where additional explanation is necessary. Someone should be able to quickly hover over an item and get a better explanation of exactly what it means without forcing you to clutter the pricing table with additional copy.
6. Reduce risk with the right social proof and policies
By the time someone reaches your pricing page, the question is becoming less about whether your product performs a particular action and more about whether they trust it enough to invest their money, resources, or time in testing it.
Your pricing page should be designed accordingly.
Use testimonials that reinforce trust
Testimonials are going to be very useful here, but I would approach them differently than testimonials elsewhere on the site.
At this point, they should focus less on specific features and more on pure positive sentiment about the tool, especially if you can connect that sentiment to results people have achieved using it.
Social-proof comments from well-known brands are particularly valuable here because you’re trying to reduce the perceived risk of signing up.
Clearly display your refund policy
Your refund policy should be clearly communicated on the pricing page. This is information someone is likely to care about immediately before spending money, so don’t make them go searching elsewhere on your website for it.
Tell customers you'll remind them before a trial ends
If you offer a free trial that requires a credit card and automatically bills the customer when the trial ends, tell them if you’re going to remind them before that happens.
This is becoming a lot more popular in the mobile app space, although it’s still less common on B2B SaaS pricing pages. Simply explaining that they’ll receive an email notification before they get billed removes another objection because they know they aren’t going to be caught off guard or surprised by a charge.
7. Finish with a maximum of five bottom-of-funnel FAQs
Finally, include an FAQ underneath your pricing.
I recommend keeping this to about five questions maximum.
Don't use the FAQ to explain your product again
If you need more than five questions on your pricing page, you probably haven’t done a good enough job communicating your messaging on your homepage.
These should be bottom-of-funnel questions. They’re going to be less about what the product does and more about things like your refund policy, how customer support works, and what someone should do if they have an issue.
Someone has already gone through your messaging and reached your pricing page. Now it’s time to be hyper-specific.
This isn’t the time or place to include an FAQ asking, “What does the product do?” They should really know that by the point they get to your pricing page.
If your pricing page is getting traffic but not turning enough of those visitors into customers, that’s exactly the type of conversion bottleneck we look for in The 90-Day MRR Growth Sprint. You can book a discovery call to learn how the program works and whether it makes sense for your SaaS.
Your turn
Here are the seven steps you can work through on your own SaaS pricing page:
Move pricing to its own page so you can create a natural next step from your homepage and track pricing-page visits as a conversion.
Limit your pricing structure to around three plans and make it clear who each plan is designed for.
Replace generic “Most Popular” claims with real data, such as the percentage of customers who actually choose a particular plan.
Identify the three to five most important differentiators using product analytics and customer research, then move exhaustive comparisons further down the page if necessary.
Clarify every feature and usage limit, including whether allowances are one-time or recurring, and add tooltips where additional explanation is useful.
Reduce the perceived risk of signing up with your refund policy, trust-focused testimonials, strong social proof, and free-trial billing reminders.
Add no more than five bottom-of-funnel FAQs focused on the final questions and objections customers have before signing up.
Share this post