Saas Pricing Page Best practices: Everything to keep in mind when designing your Saas Pricing Page
Your pricing page is the last stop on your customers' journey through your website. You cannot afford to lose your customers if they have gone through the funnel and are now debating making the final choice. A well-designed pricing page encourages and directs prospects to decide and subscribe. But what are good SaaS pricing page best practices?
To optimise each component and create a pricing page that converts, we identified the key elements that the majority of pricing pages have and selected SaaS pricing page best practices from well-known SaaS businesses. Most promote trust between a business and a user by having a straightforward layout and demonstrating the product's value. Let us get straight to the details of how to make a compelling and useful pricing page.
Important pricing page elements
You should create a SaaS pricing strategy that satisfies your target audience's needs and your business's value before considering how to design your pricing page.
After examining various SaaS websites, we identified five crucial elements of a pricing page that encourage higher conversions.
- Create options: To develop various appropriate pricing offers, consider your customers and how they can profit from your service.
- Prices: Provide customers with transparent pricing that details what they pay for and get in exchange for their money.
- Main features: People want to avoid reading large amounts of text; instead, they need to quickly scan the list of key elements to determine each plan.
- Testimonials or the logos of famous brands: Use recognisable company logos and user success stories to give your content more credibility.
- Frequently asked questions: Give the viewer all the information they may need to decide whether to purchase, leaving no room for doubt.
A pricing page that communicates the product's value and incentivises potential customers to click the "subscribe" button will be produced by combining thorough user research with best design practices.
The SaaS pricing page's best practices
Link different buyer personas to different pricing tiers
Marketing aims to establish a connection with your ideal customer that encourages them to buy your product. Knowing who your ideal customers are and then focusing your efforts on them is a crucial step in this process. If you are a SaaS company, creating buyer personas will help you better understand the people you are targeting. Your page will become more personalised, and your conversion rate will increase if you associate each pricing tier with a particular buyer persona.
With 66% of consumers expecting brands to be aware of their needs, 80% are more likely to purchase a business offering a tailored experience. Buyer personas describe the kind of consumer who is a good fit for your product or service, considering factors like job role, spending power, and more.
The user experience will be more individualised if each pricing tier targets a particular buyer persona. Your pricing tiers are the various monthly or yearly subscriptions offered, with multiple tiers for key features. Buyer pain points should be addressed in the prices and descriptions. Each pricing tier on a successful pricing page will be tailored to a particular type of prospective customer. Each pricing tier should target a specific buyer persona, regardless of the industry, company size, or application.
Provide Users with a Broader Experience
Many companies believe that the best SaaS pricing pages should only include the pricing options in a stylish layout. Still, it should include more information to give your customers the best experience possible. Pricing tables that display pricing tiers and a list of features for the various subscriptions available are typically found on the standard page. This layout is commonplace, but expanding it results in a more substantial page that might increase conversions.
A helpful addition to pricing pages is a chatbot that automatically responds to queries from potential customers. Chatbots are a rapidly expanding form of customer communication. Implementing one of these features on your pricing page will enhance the experience by allowing for more pricing-related questions.
Chatbots are also very successful, with an average satisfaction rate of 88%. An FAQ page or an explainer video are two additional ways to produce a more interesting and substantial experience. To make the customer's decision as simple as possible, you can use these to provide the necessary context and further explain important pricing details. Adding content to your pricing page can lengthen the time leads spend there, give them more information about your pricing, and make them feel more in control when making decisions.
Reduce the Options
Pricing pages should be simple to understand. The objective is to explain your subscription model clearly. Some businesses need to be more concise with their pricing plans on their website; for example, their SaaS pricing plan names could be different and unfamiliar to customers. A complex product like software can have a wide range of pricing options, making things difficult.
However, the number of conversions will increase if your pricing plan has fewer options. The optimal number for a pricing model is three, with more results decreasing customer interest. Customers want simplicity, so you must cater to that. That means you can keep your business model the same if you have different pricing models. One of the options can have a "Contact Us" tab that can be used to explain that some subscriptions can be altered or customised.
Order your pricing in a different way
Standard business practices dictate that in marketing, when displaying the price of an annual subscription, the lowest cost should be on the left, and the prices should go from highest to lowest on the right. Though, just because a practice is common, it is not always the best course of action to follow it. Changing the order in which your prices are displayed could subtly sway consumer choices and encourage more people to choose the more expensive subscriptions. This is known as price anchoring.
Price anchoring capitalises on the human desire to seek value. Of course, price anchoring must be effective within reason since it does not magically alter people's perceptions of fair value. It is still a helpful tool that alters the customer journey in a way that benefits your company by using human psychology.
Your overall conversion optimisation could be significantly impacted by something as simple as rearranging your price listing.
Use colour psychology in your design decisions.
The key to using human behavioural tendencies to your advantage is to incorporate psychological principles into your marketing strategy. Playing off the way our brains naturally react to different stimuli can result in a pricing page that converts better. Your colour selections are one element of your pricing page that should have a psychological foundation.
Choosing the right colours for your pricing page design can help create the desired mood because colours impact consumer impressions and behaviours. Blue, for example, inspires trust and responsibility. Bold colours like red evoke energy and attention, while black conveys prestige and power.
Your pricing page should be punchy and eye-catching, focusing on specific areas. Background, button, and font colours are just a few of the page's essential design elements. By incorporating colour psychology into the design of your page, you can influence consumers' emotions and create a more appealing page that may encourage them to stay on it longer.
Have a compelling call to action
Your pricing page's call to action (CTA) should be memorable and persuasive because it serves as the final touch. Everything leads to a CTA, which you must present prominently and memorably. This is more than just wording, although that is important. From a design standpoint, your CTA must also be noticeable. You can take many different approaches to developing a powerful call to action, but they all require it to look good and be written in a way that makes it pop off the screen.
The results you will get depend on how you phrase your CTA. While some words will result in a rise in clicks, others will result in a decrease in click rates. It should be easy to incorporate this language into your CTA but pay attention to the significance of design. Your CTA should be distinguished from the rest of the pricing plan by being surrounded by a different colour, font, or other design element.
A call to action motivates your potential client to take the desired action. Since a pricing page is a bottom-of-the-funnel step in your sales process, the desired outcome is a product purchase or contact with your company. To increase the likelihood that someone will click on your call to action, make sure it stands out from the page and has a clear, concise, and enticing language.
Conclusion
Pricing pages are a tool that shows potential customers an important facet of your business. One of the most crucial aspects of your business is your SaaS pricing strategy, which should be attractively presented to various customer types in your pricing plan. Your SaaS pricing plan names, overall appearance, utility, and functionality should be carefully considered, just like all other aspects of your website, to maximise conversions.
All pricing pages are not created equal, so businesses must use the best approach for this crucial customer journey stage. One of the SaaS pricing page best practices is to customise your pricing tiers with customer personas, add extra content to the page to supplement it for a more thorough experience, and restrict the number of options on the page.
Additionally, you can use colour psychology to evoke particular emotions, price anchoring to increase conversions on your more expensive offerings, and a compelling call to action to seal the deal. A pricing page is a helpful tool that gives customers concise details about the features and prices of your product. With these essential insights, the best SaaS pricing pages that consistently convert interest into sales can be created.
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