How to Optimize Your Pricing Page
Plus: The latest moves across the SaaS Landscape.
Pricing Moves 👀
❄️ Snowflake revamped their pricing page with usage-based price points.
🤖 OpenAI added new price points for the ChatGPT 4-Turbo plan.
🦉 Hootsuite updated its ‘Skip Trial’ discount to 60% off.
📩 Mailchimp added Generative AI features at no extra cost.
📸 Shutterstock added a limited-time 20% discount banner.
PS. I spotted these updates using PricingSaaS. Sign up for free to track competitors and stay ahead of the curve.
A Simple Test to Improve Your Pricing Page
“We don’t have a pricing person.”
Most emerging SaaS startups live some version of this. Other variations include:
“It’s a shared responsibility.”
“Our Product Marketer ran a conjoint study last year.”
“We’ve been meaning to form a pricing committee but haven’t gotten around to it.”
In my experience, the biggest pricing challenge at an org depends on its size. Here are the most common themes I’ve seen:
The lack of ownership at startups and scale-ups is often due to resource constraints. Unfortunately, this can trickle down to the pricing page — which is the single most important page on a PLG company’s website.
One way to counter this is to pressure-test your pricing page across four parts of the organization using the following questions:
1️⃣ Product — Is it clear why each package exists?
Each package you offer should be distinct. This is usually accomplished through a combination of feature differentiation and usage limits along a particular theme (e.g., scale, automation, support, etc.)
2️⃣ Marketing — Is it clear who each package is for?
A new visitor should be able to tell which package is right for them within 30 seconds of arriving on your pricing page. The easiest way to make that clear is by calling out who each package is for. It’s not always necessary, but I’m a big fan of showing who uses each package to do what.
3️⃣ Sales — For each package, is it clear how a prospect can take the next step?
Each package should have a clear CTA so an interested prospect can take the next step. Depending on the package, that CTA can range from “Get Started” to “Start a Trial” to “Contact Sales.”
4️⃣ Success — Is it clear how a customer’s account will grow over time?
It should be easy to understand how pricing scales. I’m not saying a prospect should be able to figure out exactly what they’ll pay, but they should be able to get in the neighborhood, and understand how that amount will go up over time.
Ideally, stakeholders from these teams are involved in pricing decisions. But if they're not, this check can help make it seem like they are.
If you're looking for inspiration, Notion does a solid job of this:
A Word from our Sponsor
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Want to learn more? Get in touch with our team here. GBB readers get a free trial by mentioning “Good Better Best.”
🔓 Unlock SaaS pricing cheat codes by referring Friends to Good Better Best 🔓
1 referral — The GBB Link Library: A growing list of my go-to SaaS pricing posts and podcasts, organized by topic and format.
3 referrals — PricingSaaS Slack Access: Track pricing changes from the biggest players in SaaS, follow PLG experiments, and more.
5 referrals — Free Pricing Assessment: A 30-minute call with me, where I’ll review your pricing questions and offer feedback and recommendations.