The SaaS model has changed not only how businesses offer, use and access software (in the cloud), but also how pricing structures are organized for that software. Instead of a messy and time-consuming implementation process—along with an enormous, one-time fee—this software is available on demand, leading to a different model of pricing strategy. As the delivery and management models have shifted, the licensing/pricing model has also shifted. This change has lead to pricing considerations based on thresholds, users and features, and is scaled accordingly. Leading organizations offer different pricing tiers with features customized to an organization's size, needs, goals and pain points.
These high-level industry and business changes have also led to significant marketing and design changes for featuring your pricing on your website. As buyers spend more of their time self-educating before contacting sales (the Aberdeen group estimates that up to 60 percent of a buyer's decision-making process is made before speaking to a company representative) the pricing page of SaaS websites has reached critical importance in the buyers' journey for enterprise SaaS sales and especially for companies who have a lower monthly subscription cost or annual contract value.
Basic Best Practices for the Anatomy of SaaS Pricing-Page Design
The anatomy of SaaS pricing pages highlight best practices in aligning products, pricing, design and messaging to help educate your site visitors and enable your sales process, and should generally adhere to this basic structure:
Examples of Great SaaS Pricing Pages
In addition to clear messaging regarding plan structure (features, tiers and benefits), here are some design elements from industry-leading SaaS companies:
1. Make your prices easy to find by including a clear link to your pricing page on your navigation menu, like Zendesk
Here's Zendesk's pricing page:
2. Be concise, like Atlassian-Confluence
3. Map your pricing plans to your buyer personas, and include messaging tailored to those personas, letting them know which plan is (and isn't) for them, like Bigcommerce's "Is this plan for me?"
4. Include a section for FAQs to make the sales process simpler, like HubSpot
Here's HubSpot pricing page:
5. Include live chats to increase customer interaction and quell last minute objections, like Salesforce.
6. Include high-profile clients to increase validation, like Box
Here's Box's pricing page:
7. Include custom plans or flexible models, especially for the enterprise, like New Relic.
8. Add multiple simple CTA conversion paths to help validate services, like DocuSign
9. Offer and highlight the option of a free trial for those still in the consideration phase, like InsightSquared.
Here's InsightSquared's pricing page:
What effective design elements do you include on your pricing pages? We'd love to hear from you!
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