How to optimize your pricing page

My advice for designing a pricing page that converts

Your pricing page is the 2nd most important page on your website. Are you neglecting it?

Many prospects (👋) use it as a go-to resource for learning about a product and deciding whether to try it. In my experience, an optimized pricing page can lead to increases in signups even as you raise prices (💰).

Recent questions I’ve been asked include:

• Should I put the most expensive plan on the left or the right of the page?

• Do I need to publish Enterprise pricing too or should I tell people to “contact us”?

• Do the prices need to end in $9 or $9.99?

Here are my tips for designing a pricing page that converts. Read more below and then jump into the conversation on LinkedIn for advice from the community.

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👉 Reinforce your value prop, over and over again

Prospects are still learning about your product when they land on your pricing page. Help them understand how it solves their pain.

Tell me if this sounds familiar. You visit a pricing page and it says “Select your plan.” There are three plans usually something like Starter, Professional and Enterprise. Each plan has a long list of features associated with it, and of course Enterprise has the most. Not terribly exciting or differentiated, right?

Now consider Typeform (profiled in May), the online form and survey software. Typeform makes it exceedingly clear (and human) as to who should buy each of their plans, and why they should buy. The pricing page comes across as helpful, rather than sales-y, and keeps things simple while providing all the necessary information.

Their Basic package lets you “create interactive forms that connect to your workflow” — aka, it’s not just another tool for one-off surveys. Plus allows you to “make your forms more beautiful and on-brand” (👋 marketing teams!). And the Business plan is for more sophisticated folks who’d like to “analyze performance and do more with your data.” (I do think the Enterprise messaging could use a little more love.)

👉 Stop worrying about ‘pricing hacks’

There are thousands of articles about whether to charge $9 vs. $9.99, or whether to put the most expensive package on the left vs. the right. You should focus on the foundation before you get into growth hacking the pricing page.

For what it’s worth, I recommend keeping price points below key psychological thresholds in the minds of your users. And I haven’t seen conclusive data that special price points like $9.99 make a meaningful difference for B2B products — if anything, they might backfire by positioning your product as a cheap B2C offering for individuals.

👉 Don’t overwhelm prospects