Create High-Converting SaaS Pricing Pages
Sometimes, the difference between selling a SaaS product and striking out with a potential customer is your pricing page.
SaaS businesses need to be strategic about how they craft their pricing pages, as this can be a make-or-break factor for many potential customers.
But the thing is that there is no one-size-fits-all solution for SaaS pricing pages. The best way to optimize your page will vary depending on your SaaS pricing model, target market, SaaS pricing strategy, and many other factors.
However, there are some general strategies that can help you create SaaS pricing pages that are more effective at converting prospects and leads into customers.
In this blog post, we’re going to talk about the key elements of a SaaS pricing page and some strategies to improve them.
Elements Of A SaaS Pricing Page
To create high-converting SaaS pricing pages, you first need to know what key elements you need to include in them.
Down to its basic elements, a SaaS pricing page should have the following:
- A pricing table
- The ideal customer for each tier (if you’re using the tiered pricing model)
- A value proposition for each tier
- A call-to-action (CTA) for each tier
- A “Contact Us” link or button
If you would like to take your pricing page up a notch, you might also want to include additional elements, such as:
- Testimonials
- FAQs
- Pricing Calculator
Let’s talk about them one by one.
The Pricing Table
This is the most important element of your SaaS pricing page. After all, this is where you’ll showcase your different pricing plans and features.
Your pricing table should be designed in a way that’s easy to understand and digest.
Keep in mind that you’re catering to people who are skimming through your page, so make sure that the most important information is front and center.
The Ideal Customer Persona For Each Pricing Tier
Ideally, you should have a subscription tier or pricing plan for each buyer persona that you are targeting.
After all, not all customers have the same needs. A small business would have different requirements and budgets than large enterprise customers.
That’s why it’s important to specify who your ideal customer is for each tier. This helps eliminate any confusion that prospects might have about which pricing package is best for them.
Remember, you want to make it as easy as possible for visitors and target customers to sign up for your SaaS product.
If they can’t figure out which plan is right for them, there’s a good chance they’ll just leave your site altogether.
A Value Proposition For Each Tier
Your SaaS pricing page should also include a value proposition for each pricing tier. In other words, what are the benefits of signing up for each plan?
Make sure to list down not just the features that come with each pricing option, but also how those features can help solve your ideal customer’s specific problems.
After all, a list of features won’t likely convince them to sign up for your product. What will convince them is seeing how your SaaS solution can benefit them.
A Call-To-Action For Each Tier
Each pricing table row should have its own call-to-action (CTA) as a part of your conversion rate optimization efforts. This could be a button that says “Sign Up Now” or “Try For Free”.
This is important because it suggests a specific action to your potential customer. Once they see the value in using your SaaS solution, it’s the CTA button that would bring home the bacon and lead them to the signup page.
The CTA should be designed to stand out from the rest of the page so that visitors can easily see it and click on it. You may want to do some AB Testing to know what the best and most effective CTA button is for your pricing pages.
A “Contact Us” Link Or Button
Don’t forget to include a “Contact Us” link or button on your SaaS pricing page. This gives visitors the option to get in touch with you if they have questions about your product or pricing plans.
This is especially important if you offer custom pricing plans. You want to make it easy for prospects to reach out to you so that you can discuss their specific needs and requirements.
Customer Testimonials
Customer testimonials are a great way to build trust and credibility with your visitors.
If you have happy customers who are willing to provide a testimonial, make sure to include them on your SaaS pricing page.
You can either showcase customer testimonials in text format or as video testimonials. Whichever you choose, make sure that they’re placed prominently on your page so that visitors will see them.
FAQs
Another way to eliminate any confusion prospects might have about your SaaS product is to include an FAQ section on your pricing page.
This is where you can address common questions about your product, pricing plans, and features.
Make sure to structure your FAQs in a way that’s easy to scan and digest. Use short, concise questions and answers so that visitors can quickly find the information they’re looking for.
Pricing Calculator
If you offer a custom pricing option such as usage based pricing structure, or value based pricing, you might want to consider including a pricing calculator on your SaaS pricing page.
This gives prospects the ability to see how much your SaaS product would cost them based on their specific needs and requirements.
This is a great way to increase conversions as it helps eliminate any guesswork on the part of the prospect. They’ll know exactly how much they need to pay and what they’re getting in return.
Keep in mind that not all SaaS products need a pricing calculator. If you offer flat rate pricing plans or freemium pricing, there’s no need to include one.
Strategies To Get High-Converting SaaS Pricing Pages
Now that we’ve gone over the different elements of a SaaS pricing page, let’s take a look at some strategies you can use to optimize your page and increase conversions.
1) Keep It Clean & Simple
When it comes to SaaS pricing pages, less is more. You want to keep your page clean and simple so that visitors can easily find the information they’re looking for.
Avoid clutter and unnecessary elements that could distract or confuse prospects. Stick to the basics and make sure that your pricing plans are easy to understand.
Here are some things you can do to make your pricing page cleaner and simpler:
Use White Space: White space is your friend when it comes to SaaS pricing pages. This refers to the empty space on a page that’s not taken up by text or images.
Using white space effectively can help break up your content and make it easier to read. It also makes your page look more organized and professional.
Use Short & Concise Text: When writing the text for your SaaS pricing page, make sure to keep it short and concise. No one wants to read through a wall of text when they’re trying to compare different pricing plans.
Get to the point and use simple language that’s easy to understand. If you need to include more detailed information, consider linking to a separate page or a hover text that appears when they put their cursor on specific objects on your pricing page.
Use Visual Elements: Visual elements can be very helpful in making your SaaS pricing page easier to understand. This could include things like graphs, charts, and images.
Using visuals can help break up your text and make complex concepts easier to grasp. Just make sure not to go overboard as too many visuals can be just as distracting as too much text.
2) Show Your Prices Outright
Have you ever encountered a SaaS pricing page that didn’t actually show the prices? Instead, there’s just a link or button telling you to reach out to the sales team.
While this can sometimes be a good strategy to capture high-quality leads, it could also work against you.
You see, this can be a huge turnoff for prospects as it creates an unnecessary barrier between them and your SaaS product.
If they have to jump through hoops just to find out how much your SaaS solution costs, they’re likely to move on to a competitor.
Instead, you want to show your prices outright. This could mean listing your pricing plans in a table or using a pricing calculator (if you offer custom pricing). Transparent pricing can make you trustworthy in the eyes of your target audience.
Whatever you do, make sure that visitors can see how much your product costs without having to contact sales. This will help increase conversions by making it easier for prospects to compare your pricing plans.
3) Offer A Freemium Pricing Plan Or Discounted Plan
One way to increase conversions on your SaaS pricing page is to offer a free trial or discounted plan.
This gives prospects the opportunity to try out your product before committing to a paid subscription.
Free trials are great for SaaS products that require a little bit of time to get familiar with. This could include things like project management software or CRM systems.
When you’re offering these free trials, make sure to highlight them in your CTAs.
For example, you could use a button that says “Get Started For Free” or something more outright like “Start Your 14-Day Free Trial”.
Discounted plans are another great way to increase conversions. This is especially effective if you’re just starting out and looking to acquire new customers.
With a discounted plan, you can offer a lower price for a set period of time.
SaaS businesses that offer discounts usually make all the effort to communicate that it’s a discounted price.
For example, they often cross out the original price and write “Now Only” or something similar next to the discounted price. This helps increase the perceived value of the discount and encourages people to sign up.
That’s something you can do with your own SaaS pricing page as well.
4) Offer Scalable Pricing Options
Now, this is really more about your SaaS pricing model. But we think it needs to be said here anyway.
When it comes to SaaS pricing, you want to offer a scalable pricing model. This means that as the needs of your customers change, your pricing should be able to change with them.
A good example of this is per-user pricing or active user pricing. With this type of pricing, each additional user costs more money.
So, as a customer’s team grows, they have the option to upgrade their plan only as needed.
This type of pricing scales well because it allows customers to only pay for what they need. If they don’t need as many users in a particular month, they don’t have to pay for them.
Just an additional side note-pricing calculator would come in handy with this scenario. This way, customers can see how much they would need to pay for additional users without having to contact your sales team.
5) Leverage Psychology In Your Pricing Pages
As we mentioned before, SaaS pricing pages are all about conversion. So, it only makes sense to use psychological principles to increase conversions.
Here are a few examples:
The Decoy Effect: This is when you offer three pricing plans and one of them is significantly higher or lower than the others. The goal is to make the middle option seem more attractive in comparison.
Then, you can use visual cues like highlighting that option with a thicker outline and a tag that says “Most Popular” or “Recommended Plan.”
Anchoring: This is when you display a price first and then follow it up with a discount. For example, “$100/month – 20% off the first month”. The goal is to get people to focus on the discount rather than the full price.
Social Proof: This is when you use customer testimonials or reviews to increase conversions. This is effective because it helps build trust and credibility, which are important factors in the decision-making process.
6) Enable Currency Conversion (If Your Product Is Available Internationally)
If your SaaS product is available internationally, then you’ll need to enable currency conversion on your pricing page.
Currency conversion is a must because people from all over the world will be visiting your site. And if they can’t see prices in their own currency, they’re likely to leave without converting.
That’s why it’s important to have a solution in place that can automatically convert prices into the visitor’s local currency. This way, they don’t have to do any mental math and can focus on choosing the right plan for their needs.
Creating The “Perfect” SaaS Pricing Page
SaaS pricing pages are all about conversion. So, it’s important to spend some time optimizing yours for maximum results.
Again, pricing pages can vary from business to business. After all, each SaaS company is different. You have your own buyer persona, pricing model, pricing strategy, and value propositions.
But the key here is knowing the basic elements of your SaaS pricing page and understanding each element’s purpose. Only then can you really figure out how to turn it into something that converts more prospects into customers.
Still, that entails some degree of trial and error. So don’t be afraid to make mistakes.
If something doesn’t work, learn from it and change it immediately. If something does work, find out why it does and try to find ways to improve it further.
Looking for more guides and strategies to help you grow your SaaS business? Visit our blog here.
