Software-as-a-Service business leaders everywhere immediately cringe when you talk about the “right” way to present your product’s price.
Nearly every SaaS company has struggled to figure out exactly how to build a pricing page on their website – debating how much information to provide, what level of detail to include about the product, and even agonizing over colors and design.
Why so much anxiety over a simple website page? It’s because this is the page your prospects hit if they’re seriously considering buying your product. You don’t want anyone to click to learn about your pricing and be turned off completely before interacting with sales.
Every SaaS company tries to build a pricing page that doesn’t only inform buyers, but also encourages them to buy. Here’s how to create a SaaS pricing page that converts interested prospects into paying customers.
Some SaaS companies are so afraid of doing something wrong on the pricing page that they opt to share little to no information about their product’s price. Some companies simply have a “Contact Sales” page where pricing should be, which is not the right route. Omitting pricing entirely can give the impression that your product is incredibly expensive, and out of many buyer’s price ranges. You’ll lose a large number of prospects that simply don’t want to interact with your sales team in order to see if your product fits within their budget.
Many people don’t want to fall in love with a product only to discover that they can’t get the price approved in the first place. They’ll move on without engaging at all – and your sales team just missed out on an opportunity to sell. You want to transparently share information to inform budget-conscious buyers, and entice them to want to learn more.
Keep it Simple
Instead of opting to keep everything about the product’s price a secret, other companies decide to overshare instead. Unfortunately, a pricing page with too much information is just as bad as a pricing page with zero information. Too many options can actually overwhelm your prospective buyers instead of impressing them. You don’t want to have 10 different pricing tiers with incredibly complex options available with each change in price. This confusing page will scare off your prospects because they won’t understand it. No one’s willing to hand over a credit card when they don’t understand what they’re going to be charged. You should keep your pricing options and the overall design of the page simple and easy to read.
This pricing page not only clearly differentiates between the 3 tiers, it also informs buyers exactly what features they get with each change in price. Stick to offering your buyers 3 or 4 product tiers, with a clear outline of every option and feature provided for that price.
Offer a Free Trial
While every prospect wants to know what your product costs, they’re probably also interested in trying out the product before they buy. You should prominently offer a free trial somewhere on your pricing page, showing prospects that you’re willing to prove the value of your product before you ask for a contract. In SaaS, free trial leads are often the highest value to the sales team, because it means the buyer is seriously considering a purchase. Free trials are so important that many SaaS companies devote serious time and effort into testing the best placement of Free Trial buttons, the best attention-grabbing colors, and the best wording of every CTA. You can use a tool like Optimizely to help A/B test for button placement and copy, to find the highest converting options that encourage prospects to sign up for a free trial.
Make it Easy to Buy
While many SaaS companies want to carefully control the sales message and get their reps on the phone with prospects quickly, sometimes buyers don’t want to speak with a rep in order to buy. You want to make it as easy as possible to purchase your software, even if that means minimizing the interaction with sales. Every SaaS company should aspire to create a frictionless buying process, where buyers can try out your product with little commitment, and then quickly and easily buy it. If, after a demo of the product with sales, a prospects want to buy today, don’t put too many roadblocks in their way. Allow buyers to buy through sales, or even directly through your website like a B2C e-commerce site. The less difficult the buying process, the more likely a prospect is to buy.
SaaS pricing pages may seem simple, but there’s a lot going on behind the scenes. If you haven’t re-thought your company’s pricing page, it may be time to do a redesign. Every pricing page should offer clear and simple information to prospects, with an easy free trial and a simple buying process.