Pricing pages that convert: the B2B SaaS pricing page checklist
Most B2B pricing pages leak revenue. A 60-minute audit, a few brutal cuts, and you will recover most of it. The exact checklist we use.
The B2B pricing page is the highest-leverage page on a SaaS website and the most consistently bad. A few hours of clear thinking usually adds 15–30% to inbound demo rates without changing the actual price.
Show the price. Hidden pricing is no longer a power move; it is a friction tax. If your buyer is mid-market or below, list the price. If you're enterprise-only, still list a starting point. 'Contact us' is what your competitor wants you to put up.
Three plans, not five. Five plans is decision paralysis dressed as choice. The middle plan should be the one you actually want to sell — design the other two to make it obvious.
Each plan needs one line that explains who it is for. 'For early teams shipping their first product.' 'For series A startups scaling go-to-market.' This single line outperforms feature checklists for conversion.
Anchor the enterprise plan. Even if 90% of revenue comes from the middle plan, the existence of a £50k/year tier reframes £8k as reasonable. Anchoring is real and free.
Annual billing toggle defaults to annual. Show monthly only on click. This one default change moves ACV materially in every test we have run.
Place social proof inside the pricing page, not separate from it. Logo bar above the tiers, customer quote inside the recommended plan. Trust at the moment of decision converts.
Frequently asked questions
Conversion — answered
- Should I A/B test pricing pages?
- Yes, but only one variable at a time and only with enough traffic to reach significance. Below 10k pricing-page visits/month, decide qualitatively.
- What about a free tier?
- Only if you have product-led distribution. Otherwise it adds support cost without conversion lift.
- Should I include a calculator?
- If pricing is usage-based, yes. If pricing is per-seat, no — it adds friction without insight.
Growth Broker editorial
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