Optimize a service pricing page

Business Benefits

Reduce pricing objections and increase sales.


Use clear headlines, scannable content and direct pricing explanations to keep the pricing page content and design as simple as possible.

Buyers and prospects don’t like confusion, and shouldn’t need to work hard to understand what they’re getting when they make a purchase. For example:

  • Review customer complaints and support requests to help you identify elements of your pricing page that are currently misleading or confusing to customers.
  • Incorporate UX best practices, such as pricing cards that group together all relevant pricing information for each price plan.
  • Eliminate industry jargon, unclear brand terms, and unnecessary explanations. Can you replace a proprietary term for a certain feature or function with a more straightforward, non-branded term instead?

Reduce your different service packages or plans to 4 options or fewer to reduce decision paralysis.

To help your potential customers choose the best price plan for their needs:

  • Highlight the ideal customer for each price plan.
  • Mark the price plan that’s the best value or most economical.
  • Give each price plan a clear name, like Basic, Unlimited, or Premier, that helps define where it sits in your suite of prices.

Depending on the services you sell, having just 3-4 price plans may not always work for you. Instead of offering numerous complicated plans:

  • Invite prospects to contact your enterprise team for a personalized quote. For example, if you indicate you have several thousand contacts, ActiveCampaign asks you to contact them for a price plan.
  • Use interactive elements, such as the sliding bar used by Campaign Monitor, to automatically update the pricing page based on the user’s stated needs.

Include a value proposition for each price plan. Summarize the key benefit for each price plan that explains what the added features in each upgrade or price point brings.

For example, Zapier’s pricing page uses the following value propositions:

  • Free: Start with the basics.
  • Starter: Unleash the power of automation.
  • Professional: Advanced tools.
  • Team: Bring your team together to collaborate.

Include 2-3 key features or metrics for each service plan. Point out the biggest differences and benefits between each price point to make your prospect’s decision easier.

These are the main metrics that determine the price your customer will pay for each price plan. Common examples of key features or metrics that you may want to highlight include:

  • The number of users.
  • The amount of data or storage included.
  • The number of specific actions such as emails sent, text messages sent, videos hosted, or documents stored, allowed on a specific plan.

For example, Box includes a features matrix with 100+ features outlined for their price plans. However, Box only highlights a dozen key features at the top of its price page.

Make it easy for your customers to see what’s missing or what’s included as they move between different price plans.

For example:

  • Name each price plan for the intended user or market for example, beginner and advanced, or personal and business.
  • Use a price plan comparison table.
  • Add callouts that pinpoint the specific differences between your key value metrics.
  • Compare the total value of each service.

Highlight a recommended price plan with design elements like bolding or a high-contrast background.

Highlighting a specific plan can boost conversion rates from as low as 3% to as high as 9%. Refer to your business model, buyer personas, customer data, and sales data to identify which service will fit most of the needs of most of your customers, or result in the greatest outcome for your business. To highlight this price plan:

  • Bold its headline.
  • Use a different background color or border.
  • Format it so that its callout box or section is bigger, taller, or more prominent compared to the callout boxes for the other price plans.
  • Add a tag or alert to the price plan, similar to what WPForms does with its Best Value tag.

If time allows, consider A/B testing different methods of highlighting a price plan to see what resonates most with your target audience.

Identify the top customer objections and offer options that address them.

Mine your buyer personas, customer interviews, and information from your customer service team to find the most common fears, uncertainties, and doubts expressed by potential customers. To reduce these buyer objections:

  • Include a frequently asked questions section to the price page.
  • Make it easier for them to ask questions of your customer service team, such as adding a live chat or chatbot to the page.
  • Highlight a free trial or money-back guarantee to reduce buyer risks.
  • Add customer testimonials or reviews.
  • Point to case studies or reports demonstrating the efficacy of your services.

Add trust-building design elements and content that make it clear that your services and checkout processes are reputable.

Customers need to trust both the reputation of your brand and the safety and security of the checkout and payment process. Include trust elements for payment checkout and online security:

  • Encrypt the page and display an SSL padlock in the browser’s header.
  • Add third-party security logos, such as McAfee Secure or Norton Secured, that verify the security of your online checkout process.
  • Include the logo of prominent payment providers, such as PayPal or Mastercard.
  • Add third-party business reputation seals, such as the seals from the Better Business Bureau or TripAdvisor’s Certificate of Excellence.

Trust elements for your brand’s reputation and services include:

  • Third-party accreditations from trusted industry names.
  • Badges and explanations about your money-back guarantee, return policy, and refund policy.
  • Logos of prominent, well-recognized customers who currently use your services.

Make your call to action more prominent and more accessible.

The more opportunities you provide your prospect to buy and check out, the higher your conversion rates. Instead of burying your CTAs at the bottom of your service pricing page, give users a chance to click it at the top of the page, middle of the page, and bottom of the page. For example, video hosting platform Vimeo includes CTAs at the top of each pricing module.

Ensure your actual CTA text is specific and actionable, such as Start Your Free Trial Now versus Submit.

Do an A/B test any time you update or change elements of your pricing page, such as headlines or a CTA.

This ensures you’re constantly optimizing based on real data and metrics. Example A/B testing tools include Crazy Egg, Convert, and HubSpot’s A/B Testing Kit. Test one variable at a time.

Consider testing variables such as:

  • Price points.
  • The order in which your price plans are displayed, such as most expensive to least expensive, versus most affordable to least affordable.
  • The addition or removal of badges, testimonials, and other trust elements.
  • Adding or reducing the explanation of features and tools.