This study covered over 100 pages of top businesses. Look on the trends, standards and innovation in one of the most important parts of any SaaS website. B2B SaaS pricing pages study: 9 viable aspects.
How often you see pricing pages? The presentation of it can make or break the effective ability of a website to generate signups. The pricing page often can be found on the final step of the conversation. But it is still the most important one for the SaaS (and not only) industry.
In the analysis provided by Ed Shelley in the B2B SaaS pricing pages in 2017: Lessons from 100+ top businesses represented a large of SaaS industry verticals: Billing & Finance, Business Intelligence, Commerce, Communication, CRM, Design, Dev & Infrastructure, HR Management, Marketing, Office Management, Project Management, Sales and others.
Pricing pages contain several key elements, and it made sense to look in detail at each of these elements one by one. Let us highlight 9 of them for you.
1: The Headline
It’s the critical part of the pricing page. Usually headline located in the “Hero” section and visitors see it first. The main purpose of it is to reflect brand values. And this is more about the language. Conveying the right emotion and tone is more important here than useful or actionable information. Keep the heading no longer then 7 words.
2: Monthly vs. Annual billing
What option is better? Both have benefits and drawbacks. Monthly billing requires less up-front commitment from customers (lower friction to buy) and allows you to effectively analyze metrics. From the other side annual billing increases cashflow and can make revenue metrics more difficult. Also annual billing can reduce churn but may need a higher-touch sales and support approach.
From these points you need think carefully about defaults, and their impact. Don’t feel that you have to offer both monthly and annual plans — many don’t. Annual plans usually need some discount incentive over monthly (e.g. 1 month free).
3: Pricing tiers
You need to present different SaaS pricing plans for your product in a simple and clear way. The “expected” design works for a reason. It’s often advisable to stick to Good, Better, Best – unless you’re targeting a large number of different personas. But why not to experiment and reverse this order though? For instance, you can put the Premium variant to the left. It’s more about where you put your attention first.
Highlighting the “best value” or “most popular” plan has been a strategy in SaaS for years. The thing is, such text is often meaningless and is really just there to pull attention towards a specific plan. Some businesses use color, size or other forms of visual accenting to do this. Just look on the example below to see that it can be done in better and more original way:
To direct an individual person to a specific targeted “pre-pricing” page is also a good idea.
4: Freemium or no Freemium?
The Freemium model in B2B SaaS has seen some controversy. When bad implementation or without a solid strategy, Freemium can cost much more than it ever pays you back. However, it can also provide a huge boost to growth. Many businesses choose to de-emphasize their free offering, or even hide it. Try to visually differentiate your free plan and be upfront about the limits of the free plan – this will help visitors make the decision.
In general free plan is set for the people who are specifically looking for it — not discoverable by those who didn’t know it existed.
5: Scalable pricing
In the majority of cases, the pricing will scale based on a variable such as “seats” or “active customers”, adding another dimension to the cost. Representing additional complexity on the Pricing page can be tricky if you’re about to avoid complex pricing matrices or calculators.
Try to model the design of your scalable pricing structure in details. That will make you avoid potentially-painful changes to the pricing structure further down the line.
Of course scalable pricing is better then “starting from $x” – surprises aren’t fun for users. But make sure that your interactive pricing calculator is easy and convenient for the client.
6: Pricing add-ons
Add-ons are an increasingly popular trend in SaaS. As a result you receive more customized product for customers, who can add whichever add-ons they see value in. But the parts of add-ons require careful thinking: to offer a clear, standalone value proposition to visitors for them make sense.
They can work really well when offering more specialized or niche functionality not everyone would want to pay for.
7: Feature comparisons
Nearly 70% of businesses in this analysis include a feature table on the pricing page. Why? No matter how you present the value of your product on your website, there comes a point where certain visitors just want to see a list of features. And this make sense. This feature very important for those who have “preferred” feature set in mind before they even land on your site.
Feature comparison for complex products and platforms can be difficult — there are a lot of features considered important by some users.
8: Free trial?
Many visitors just want to see a thing and asking for a demo. And this is fine. But free trial usually makes sense unless you’re primarily targeting enterprise businesses, or it’s just not possible to give a smooth self-service onboarding experience.
For now there is no strict line between a free trial and Freemium are becoming blurred. So be careful.
9: Social proof
Social proof on SaaS websites consists of: human faces, customer logos, testimonials, videos, social media posts and more.
The goal is clear: to assure visitors about your coolness and show them what you have and whom you work with.
B2B pricing can be presented in engaging way! To see more interesting examples go to the original article of study we mentioned in the beginning.