You spent months or even years perfecting your SaaS product. You're excited to share the fruits of your labor with your target audience and see those conversions flow in. You just need to fine-tune one last detail—a pricing page that will close the deal.
But if that pricing page design is confusing or unclear, then you’ll lose potential customers to a competitor. You want website visitors to stay on the page to convert, and to do that, you need to design a winning pricing page.
Follow the strategies from the best SaaS pricing pages out there, and you’ll have a better shot of maximizing conversions, driving more free users to paid options, and giving yourself an edge over the competition.
1. Figma: Uses a waterfall tactic to convert free users into paying customers
What they do: Figma offers a platform for every person involved in the web design process to collaborate. Whether the person is an editor, writer, designer, or developer, they can easily contribute their ideas and discuss them in one place.
Why we like their pricing page: Figma’s waterfall structure clearly outlines how the user gets more features with each plan and cleverly uses the plan names—Figma Professional, Figma Organization, and Free—to further support their strategy and help guide the user.
Why it works: The waterfall pricing structure is designed to convert users from free to paying customers. It emphasizes just how much more a user gets each time they upgrade. Figma also facilitates the initial selection process—the names alone make it crystal clear which plan is a good starting point for the user.
2. Airtable: Provides free plans, free trials, and custom options
What they do: Airtable is a project management solution that users customize for their needs. Within the platform, you create workflows to track assets from beginning to end and include the fields that your business requires to operate, like who created the project, who’s editing it, and more.
Why we like their pricing page: Airtable offers a free plan, as well as the option of a free trial for their paid plans.
Why it works: About two-thirds of SaaS companies report a conversion rate of 25% from free trials with a required credit card. Freemium versions and free trials give potential users a chance to see the value you provide them. Once they have one foot in the door, use tools like gated features or automated reminders about the trial ending to help guide them down the funnel toward a paid plan.
3. LaunchDarkly: Shows proof of how their product has an impact
What they do: LaunchDarkly is a feature management platform that gives developers a chance to release new software features to smaller groups of users so that they test the code and manage any feature flags. This allows for a safer, more manageable wide release of software updates.
Why we like their pricing page: Their page starts off with pricing tiers, but here’s what we love about the page: they not only link to a recent study about their company impacting their customers’ bottom line, but they also give numbers—and numbers don’t lie. How does 245% ROI over three years sound? Pretty good to us.
Why it works: Case studies from companies that got clear ROI from the product prove to potential customers how much value your solution brings to the table. By displaying relevant statistics or studies, you’re directly showing them your impact and how they can experience similar results if they use your product.
4. Segment: Uses buyer personas to illustrate their paid plans
What they do: Segment provides software and APIs that help clean and collect customer data from apps and websites.
Why we like their pricing page: Most SaaS businesses offer pricing plans, but not every company does what Segment does: they put clear personas on each tier. They use real-life examples for each persona, like Appcues for their team price and FOX for their business price, to help customers identify the right plan for them. If that doesn’t answer the question for them, then Segment has an additional link under the header to an interactive flowchart that outlines each plan’s features. There’s also a chatbot that pops up and asks the user if they need help determining what plan is right for their business.
Why it works: If you offer multiple pricing plans, choosing the right one can quickly become overwhelming for the user. Segment does a good job of answering that question before their customers even have to ask. Whether it’s a chatbot or a link to an in-depth guide about each tier, design your pricing page to guide potential customers toward the best solution for their business needs.
5. Canva: Provides a calculator for easily visible pricing
What they do: Canva provides a platform for users to create designs for flyers, social media posts, infographics, and more.
Why we like their pricing page: One feature we love is the user-friendly calculator at the top of the page. It helps business users determine how much they’ll pay based on how many people in their organization will be using Canva. Canva also displays annual prices first, advertising that customers will save 16% on an annual subscription vs. a monthly payment.
Why it works: Canva’s strategy keeps potential users from having to do the math themselves and offers transparency right off the bat. If you’re offering pricing that changes on a per-user basis, then consider following their calculator example. It’s a great way to be upfront about your pricing, and it’s a nice visual tool for your website visitor to absorb the information.
6. ChartMogul: Helps buyers find the right plan with a sliding scale
What they do: ChartMogul is a subscription analytics platform that automates data reporting to help businesses with recurring revenue—in other words, companies that offer subscription plans. They plug in their billing data to see trends behind their revenue, cash flow, churn, and more.
Why we like their pricing page: ChartMogul’s pricing is on a sliding scale based on the client’s monthly recurring revenue. Their pricing strategy of offering both a free option and a free trial provides plenty of options for a customer to convert to a paid plan.
Why it works: ChartMogul’s sliding scale makes it easy for potential customers to estimate how much the tool will cost. Similar to Canva’s calculator, it’s a great interactive element to help users find the plan best suited for their needs. Psychologically speaking, it also gives the buyer a feeling of being in control. They’re both able to get the features they need and feel like they reached a fair compromise on the price.
7. Snyk: Lets customers see how much they pay per user and customization
What they do: Developers use Snyk’s platform to locate and address any security issues within their proprietary code as well as open-source software.
Why we like their pricing page: Snyk serves companies of all sizes, and their pricing page is a great example of how to cater to multiple segments without making it look too complex. They stick to four plans but have various customization options within each plan to help each individual buyer create the right offer for them.Within their pricing options, Snyk allows the user to see how much they’d pay per month, depending on how many developers need access. On top of that, users can customize the Snyk products they want, which also changes the price point of their subscription. There are free plans, a team plan, a business plan, and a custom plan with call-to-action buttons.
Why it works: A software like Snyk that provides a lot of customization needs a pricing page that clearly outlines what the customer will pay for each service and per user in order to avoid unpleasant surprises. If your pricing strategy is similar, design your page to allow potential customers to customize the number of users and specific features and know how much they’ll pay based on that.
Design a pricing page that scales with you
As your business grows, your pricing strategy may change, too. Maybe you will need to offer a trial flow or free plan like Airtable, experiment with different packaging methods to upsell users like Figma, or need to provide multiple offerings like Snyk. Alternatively, you might need ways to move your free users into paid plans as their businesses grow. Make those adjustments seamlessly with Stigg. Our pricing and packaging APIs enable you to launch pricing plans easily and iterate quickly. And you get a best-in-class pricing page widget that reflects any change you make in your pricing model. Sign up now.