The best pricing pages do this

Pricing is the second most visited page on any SaaS website, but most pricing advice misses the point. Here's the 3 keys to increase conversion.

While everyone obsesses over pricing tricks like "make the middle option bigger" or "use anchoring," they miss something crucial: Those tricks only work if someone's already sold.

Here's the problem: Most visitors hitting your pricing page aren't ready to buy. They're still trying to learn about your product.

Therefore, pricing pages convert best when they clearly demonstrate your value. And you can do this with 3 simple changes:

1. Lead with the outcome: Instead of a generic “Choose your plan” headline, show what customers actually get, e.g. “A/B test landing pages without coding” or “Generate fresh ad creatives in minutes based on your previous winners.”

2. Price for value, not access: Instead of charging per seat, price based on work delivered, (e.g. pages tested, ads generated). That way, every tier reminds them of the value they’ll get.

3. Answer objections directly: Add an FAQ addressing your prospects’ top 3-5 fears head-on. (Your sales team knows these by heart). Examples: “Will my team adopt a new tool?” or “Are we charged for unused credits?”

   
   

Want a great example? Check out Leadsie’s pricing page, here's some screenshots:

Leadsie's pricing page nails all 3 elements.

How to test and optimize your pricing page

Here’s your simple test: Show your pricing page to a stranger. If they can’t tell you what your product does, keep iterating.

What about prospects who are ready to buy? Even if your pricing page visitors are sold, there’s never any harm in reminding them of your value. Pricing page visitors are your most valuable traffic, I hope this helps you convert them!