5 Best Practices for SaaS Pricing Pages (That Actually Convert)

Your pricing page is one of the highest-intent pages on your website!

When a user visits it, they’re not casually browsing — they’re actively considering whether your product is worth their time and budget.

Yet most SaaS pricing pages still get it wrong: too vague, too cluttered, or too hidden behind a “book a call.”

Here are 5 best practices to help you design a pricing page that builds trust and boosts conversions 👇

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1. Show Your Pricing — Don’t Hide It

Transparency = trust.

B2B buyers are increasingly self-service. Hiding pricing behind forms or demos adds friction and reduces lead quality.

Stats to back it:

• 71% of B2B buyers expect to see pricing on a vendor’s website
• Companies with open pricing saw up to a 35% increase in demo requests
• G2 reports that 80% of software buyers are more likely to convert when pricing is clearly displayed

🧠 Psychology: Clear pricing reduces uncertainty and triggers loss aversion (users fear wasting time on products they can't afford). Being upfront removes that anxiety.

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2. Use a Side-by-Side Plan Comparison Table

Lay out your plans in a clean, scannable format.

Avoid feature overload or endless bullet points. Instead:

• Highlight the differences between each tier clearly
• Use simple, intuitive names like Starter, Pro, and Enterprise
• Keep pricing tables mobile-friendly and fast to skim

📌 Add a visual emphasis on your “Most Popular” plan — this leverages the anchoring effect, nudging users toward your mid-tier.

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3. Include a Risk-Reversal (Free Trial or Guarantee)

Buying software — especially for a team — can feel risky.

Ease that fear with:

• A 14-day free trial
• A money-back guarantee
• Clear cancellation terms

These simple additions reduce buying hesitation and make it easier for users to say yes.

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4. Support the Page With Social Proof

Your pricing page is a decision point — reinforce it with trust elements.

Place a short testimonial, client logos, or star ratings right next to the pricing table. This creates a subconscious sense of safety:

“If it worked for them, it’ll probably work for me.”

🧠 Data: Up to 95% of people read reviews before making a purchase decision. Don’t make them leave your site to look.

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5. Be Upfront About Any Extras

Don’t surprise users with hidden fees at checkout.

If your pricing excludes setup fees, overages, or certain add-ons — say it clearly.

Clarity = confidence. And confident users convert better.

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Bonus Tip: Keep the Page Clean and Distraction-Free

Remove any unnecessary navigation, footer clutter, or competing CTAs.

On a pricing page, you want one thing: a decision.

Help the user get there with fewer detours.

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Final Thought

A high-converting pricing page isn’t just about numbers.
It’s about trust, clarity, and reducing friction at every click.

By implementing these five principles, you’re not just showing your price —
you’re showing why your product is worth it.

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Want the Full CRO Audit?

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