B2B SaaS pricing is tricky, many SaaS companies evolve pricing as they go. Use this guide to identify, implement and optimize your saas pricing...
As a leading SaaS marketing agency, we spend a lot of time looking at SaaS pricing pages.
We know how much strategy and planning goes into building SaaS pricing packages, and just as much thought goes into presenting them.
Selling virtual tools means that your online presence has to be spot-on. And when your marketing qualified leads (MQLs) make it to your SaaS pricing pages, ready to purchase, it's important to continue delivering an outstanding experience.
A major part of SaaS marketing is around communicating your solution's positioning and value through carefully planned messaging.
Still, when differentiating between SaaS pricing packages, it's hard to convey the differences in plans to users who haven't experienced your product fully. Let’s take a look at what makes an effective pricing page.
What should you include on your SaaS pricing page?
Before we get any further, let's understand what elements you should include in a SaaS pricing page. Evernote's pricing page includes the following:
- Pricing tiers. This helps display different features and capabilities that come with each pricing option and clearly visualizes the 'Good, Better, Best' offerings clearly. Kalungi built a website theme designed for SaaS companies, and our pricing page includes tiers for your Hero, Decoy and Anchor.
- A strong headline. Communicate your value proposition and capture your audience's dreams.
- Meaningful naming. The names of your SaaS plan should help guide users to a decision, and reflect the 'job-to-be-done' of each of your pricing tiers.
- Annual payments. Encourage upfront, annual payments rather than monthly payments for your SaaS products to improve ARR and reduce churn rates. Include a toggle for users to select which payment option works best for them.
- Freemiums. You should allow your users to sign up for no payment, and then upgrade when they're ready. This allows you to scale at your own pace and reduces funnel friction for hesitant buyers.
- FAQs. Give your audience resources to learn more. Including a FAQ section can help provide your prospects with support if they're stuck, and detail more complex elements of your pricing options.
- CTAs. You should always include CTAs to easily convert visitors into customers. Include CTAs in bright colors around your pricing tiers to direct prospects through the decision and purchase stages of the buyer's journey. You can also optimize your current CTAs to drive conversions with our CTA guide.
- Features. Using a simple diagram or chart, make sure you include a breakdown of what each pricing package offers & how they vary.
- Provide currency conversion information. Chances are, some of your SaaS customers won't use the USD. Make sure to provide currency information available for buyers around the world.
- Cohesiveness. Your branding, page layout, and copy should all resonate with your audience's fears, dreams, and needs.
Now that we know what to look for in an effective, high-converting SaaS pricing page, let's explore more in action. For more information on pricing best practices, check out our podcast on pricing and packaging.
Here are the top 11 SaaS pricing pages of 2023!
11 top B2B SaaS pricing pages of 2023
Dataguard's pricing page offers an interactive questionnaire to determine the package best for your organization and goals. The Dataguard pricing page also includes a benefit breakdown analysis, social proof, frequently asked questions, and many different CTAs to convert their audience.
Adobe delivers a clean, simple pricing page for users with pricing clearly stated. This is a very user-friendly pricing page and denotes which pricing plan they suggest through the 'best value' tag.
Rather than overwhelming this page with information, they segment by persona—individuals, businesses, students/teachers, and schools/universities—to connect directly with their personas.
Learn how to create user-friendly pages with our guide to five-second testing in UX.
3. Salesforce Marketing Cloud
Salesforce Marketing Cloud’s pricing page includes concrete numbers (which users are looking for), and a 'Contact Us' CTA at the bottom of each pricing tier. They also speak in 'benefits' rather than 'features,' helping nurture prospects to convert and reinforce the value of their SaaS product(s).
They also include a 'most popular option, helping first-time customers understand which package might be best for them.
4. Google Workspace
Google uses intuitive design, lots of white space, and highlights the key value propositions across each pricing package. Their pricing page also includes graphical images of what's included with each plan and clear CTAs to get started once they determine what package customers want.
Optimize your value proposition with our free position survey template.
5. Intuit Quickbooks
Intuit's Quickbooks pricing page is unique—offering prospects three months at a 50% discount or one month free. This gives readers the ability to pick what works for them, in addition to the pricing tiers.
We also like that they have the payment steps outlined on the top—selecting your plan, adding payroll, and checkout—to make sure that prospects don't experience fatigue before getting to checkout.
Finally, Intuit uses great labeling options with 'Simple Start,' ‘Essentials,’ 'Plus,' and 'Advanced,' to easily attract the right audiences to the right packages. All in all, this pricing page is a hit!
Slack's pricing page is wonderfully simple. With 'top features' and the price explicitly detailed. This makes for a scalable, transparent SaaS pricing model that's allowed Slack to become a leading communication platform.
Known for their dedication to customer success, Zendesk's pricing page is intuitive and easy to use. They include a toggle option for enterprises at the top, include two CTAs per pricing tier, and plenty of information to inform prospects about their options. ZenDeck's pricing page also includes a 'Most Popular' tag over their last package to reduce friction along the funnel even more.
8. Cisco Webex
With a toggle for annual and monthly billing, a 'Best Value' tag, and product benefits organized into expandable categories, it becomes easy to find exactly what you need. It's simple and intuitive, yet contains everything relevant to a SaaS buyer as they navigate their options. Cisco's pricing page is an excellent example of a high-converting, low-friction content and design.
This pricing page directly speaks to their primary persona—developers—and uses plenty of white space, with bright pops of color where they want to draw your eyes. They also employ a variety of effective elements, such as a toggle for annual and monthly billing, a 'Most Popular' tag highlighted by an eye-catching border, product benefits organized into expandable categories, and multiple CTAs.
This page immediately captivates the visitor with its use of bold and vibrant colors, complemented by an engaging headline and a visually dynamic banner. Thoughtfully segmented, it caters to customers seeking either a general site plan or a specific E-commerce solution. The site's design isn't merely aesthetically pleasing; it's strategic as well. Key features include a toggle for annual and monthly billing, a prominent 'Most Popular' tag highlighted in an eye-catching shade of blue, a clear outline of product benefits, and an expandable section detailing various features.
This SaaS pricing page follows all of the SaaS pricing best practices: your payment toggle at the top, your CTA embedded at each touchpoint, and a feature analysis by pricing tier. What's more, they've included an option to input exactly what you'll be paying for your unique needs with the textbox above the toggle.
Xero’s pricing page leverages microcopy, iconography, and clear pricing options to indicate which audience each pricing plan is best for.
Xero also highlights the middle column as their most popular pricing plan and includes the option to learn more about the unique pricing plans. All in all, this pricing page suits Xero's products and offerings for SaaS buyers.
Get help with your SaaS pricing pages
Intuitive design and clear copy are at the heart of an effective SaaS pricing page. If your SaaS prospects get stuck in the decision stage and don't convert, this may be caused by an ineffective or confusing pricing page.
Your pricing strategy can be your competitive advantage or your biggest downfall. And for SaaS start-ups in particular, evaluating and pinpointing your ideal customer profile's willingness to pay a concrete dollar amount takes years of testing.
The price isn’t always right! Get all the insights, tips, and expert guidance you need on B2B SaaS pricing with our comprehensive guide.
Get monthly executive SaaS marketing advice in your inbox
A content marketing specialist at Kalungi, Liz enjoys writing and learning about anything and everything. Since obtaining her BA in English and her BS in Marketing at NC State, she's carved a path educating, engaging and exciting B2B SaaS markets through powerful content and messaging.