When you’re shopping online, what factors spur you to make a purchase? If cost is at the top of your list, you’re in good company. Recent economic trends have consumers hyper-focused on prices. Even during the most favorable economic conditions, shoppers often conduct intensive price research before going through with a purchase.
Because price matters so much to shoppers, a website’s pricing page can play an outsized role in your business’s conversion rate optimization. As you consider options for your own pricing page design, you’ll benefit from understanding the elements that convert casual visitors into active buyers. Here are some pricing page examples and some pricing strategy tips to help boost your conversion rates.
What is a pricing page?
A pricing page is a web page housed within a larger website that lays out a business’s offerings with corresponding prices. It lets potential customers peruse various pricing options and decide on the right plan or package for their needs.
Any ecommerce website can include a pricing page, but these pages are used most often by businesses that sell services as opposed to goods. They’re particularly useful when selling software as a service (SaaS), which is almost always sold via subscription. Depending on the pricing model, subscribers pay a monthly or yearly fee to access a software suite with various features and options. A SaaS pricing page shows what you get in each pricing tier.
Beyond SaaS companies, other businesses that often use pricing pages include mail-order subscription services, in-person service companies, restaurants, theme parks, and telecommunications companies. Any company that wants to showcase different features at various price points can benefit from a pricing page.
Your Time is Valuable, so Price it Right
Ensure your business is profitable with this easy-to-use pricing calculator. This free tool helps you find the right pricing strategy for your services, so you can maximize your time and your earnings.
What makes a great pricing page?
What do many of the best pricing pages have in common? There are five elements that frequently appear on them:
Transparency
Your potential customers want a clear, straightforward picture of your prices. Your website should offer clear pricing information that shows visitors their expected costs.
Simplicity
In addition to transparent pricing, your customers want to quickly understand how much things cost and what key features they will get for their money. Make it easy for them to understand your different pricing options by offering simple pricing tiers.
User-friendly layout
Many businesses use a pricing table to illustrate the various features in each pricing tier. This aids new and loyal customers alike in their decision-making. These pricing tables might include bonus information, such as indicating your most popular plan or flagging the best plan for small businesses.
Clear CTA
You can boost conversions by including a call-to-action button (CTA button) that encourages site visitors to sign up for a subscription. For instance, many of the best SaaS pricing pages include a CTA button telling visitors to “Subscribe to Unlock Additional Features” or some variation on that phrase.
A unique value proposition
You may be able to convert more leads by showing them what makes your business stand out from the pack with a unique value proposition (UVP). Perhaps you offer more features than your leading competitors. Perhaps you have especially stellar reviews, which you can showcase as a form of social proof. You want to show your sales leads that they’ve found the perfect vendor for their needs.
Practical pricing page examples
A clear, user-friendly pricing page is a crucial part of increasing conversions among your site visitors. By allowing users to quickly compare the prices and features of your various plans, you can build trust. Here are a few of the best pricing page examples on the internet:
Shopify
Shopify clearly compares subscription tiers, showing the included features, fees, and monthly price in large text. One notable element of Shopify’s pricing approach is that it defaults to showing prices for subscribers who select annual payments. These represent a 25% discount:
By toggling an on-screen button near the top of the page, users can see these same pricing tiers with updated rates for those who pay month to month:
It’s a simple pricing technique that makes annual subscriptions more financially appealing, encouraging customers to commit to longer contract terms.
Slack
Slack is a popular SaaS vendor that provides messaging services for businesses. Slack’s pricing page features four tiers, which are laid out in a clear pricing table. It starts with a free plan designed to introduce new users to the Slack ecosystem. Slack’s highest tier is for enterprise customers, who are encouraged to contact sales representatives for a custom pricing plan that fits their needs.
Slack also provides a plan comparison grid—an excellent example of showing customers the various benefits of different price tiers. It simplifies the shopping process and eases the path toward customer conversion.
Zendesk
Zendesk offers customer service tools and technologies to businesses of all sizes, and its subscription packages reflect that. Zendesk’s pricing starts with a plan that provides only customer service, but it scales up to all-in-one software suites with robust analytics tools. The site houses details about these plans on separate pages so that customers don’t get overwhelmed by information.
Here’s a pricing table with Zendesk’s support-only plans:
Here’s one that covers more comprehensive software suites:
There’s even more to be found on Zendesk’s pricing page, including add-ons like a workforce engagement bundle that features planning, scheduling, monitoring, and quality assurance tools. There’s also a comparison grid to see how each plan’s features stack up and an FAQ section at the bottom of the page.
ButcherBox
You don’t need to be a SaaS business to benefit from a well-designed pricing page. ButcherBox, a meat and seafood delivery service, uses an interactive questionnaire on its pricing page. It starts by giving customers the choice between a ButcherBox-curated plan or a custom plan they design themselves:
As users answer each questions, the next one appears to further customize their choices:
Each question allows for more personalization. This gives customers a sense of investment in their subscription, and it feeds information to ButcherBox, which the company can use to craft a buyer persona for future email marketing and promotions.
Riley
Riley, an Ireland-based provider of organic menstruation products, lets customers choose between shipments every three months or every six months—with a discount for the six-month option. This allows customers to choose which cadence works best for them.
The next page lets customers specify what products they will receive in each delivery, with transparent rates for each product.
There’s also a free shipping offer on the page, serving as a subtle CTA that encourages shoppers to purchase larger quantities in exchange for free delivery.
Propeller Coffee
Some ecommerce businesses sell a mix of a la carte products and subscriptions, which means they need different types of pricing pages on the same website. For Propeller Coffee, this means using two different layouts. The subscription page takes the form of a questionnaire, much like the ButcherBox model.
Upon answering a few questions, you can then see pricing options. The a la carte shopping option looks more like traditional ecommerce listings, with multiple products on a page and their respective prices displayed alongside them.
This model works well for a hybrid operation, supporting two business models at once.
Pricing page examples FAQ
What should be on a pricing page?
A pricing page should offer clear, simple information about what you’re selling, whether it’s a subscription service, a physical product, or both. It should include prices and any add-on charges. Customers want to understand what they will receive and how much they will pay.
What is a pricing example?
A pricing example is Shopify offering its Basic plan for $29 per month when paid on an annual basis, versus $39 when paid monthly.
What is a pricing sheet?
A pricing sheet is a graphic representation of a business’s offerings, such as subscription tiers, and the prices that customers must pay for them.
