Pricing Pages That Convert: Lessons from the Best in the Business

Ever wonder why some pricing pages convert effortlessly while others fall flat?

After auditing over 200+ pricing pages, I’ve discovered there’s a science to getting it right.

Here are 3 key lessons and 6 breakdowns to optimize your pricing page for clarity and conversions:

Chapter 1: 3 Key Lessons:

1. Simplify the Decision-Making Process: The best pricing pages make it easy for customers to understand their options quickly and without confusion. Guide them by recommending a plan or narrowing down their choices. Keep it simple, and they’ll pick faster.

Principle: Hick’s Law — The more choices people have, the longer it takes them to decide.

2. Highlight Key Features and Benefits: Don’t just list features — emphasize the benefits of each tier. Make it clear what customers gain as they move up the pricing ladder. By showcasing the tangible value of upgrades, you make it easier for users to understand why a more expensive plan is worth it.

Principle: Value Proposition Design — Your brand positioning should revolve around what people want, not what you “think” they want.

3. Address Objections Early: Many customers come to the pricing page with concerns about affordability, commitment, or value. Address them directly on the page by offering guarantees, social proof, flexible payment options, or highlighting low-risk entry points.

Principle: Risk Reversal — The more you mitigate the risk, the easier it is for them to make a decision.

Chapter 2 – 6 Companies Pricing Page Breakdown

Let’s start with Figma: Figma’s page makes it easy to distinguish between plans using simple color schemes. The call-to-action (CTA) for each plan also stands out. Instead of a generic button, each plan has its own, like “Choose Starter” or “Contact Sales” for enterprises.

If you want to read the in-depth breakdowns of 5 other companies including Monday, Apple, and Fortnite, check the breakdown.

Each plan progressively highlights more features which keeps things clear and shows exactly what you’re getting as you move up.The design is optimized for visibility — everything important is right above the fold on most desktop screens. You don’t have to scroll endlessly to find out the basics.

Unlike most companies, Figma is upfront about the price of its enterprise plan. You still have to contact sales to buy it, but at least the cost isn’t hidden.