The psychological triggers behind the 15 most important pricing page features

Great pricing pages use customer psychology to guide people into purchasing the best plans for their needs with high conversion rates and extremely low bounce rates.

We have studied the best pricing pages we could find for small businesses and distilled the dos and don’ts of the trade. These pricing page dos and don’ts will also explain the psychology at work in both the positive and negative cases so you understand how to apply each technique to your pages.

  1. Do use an H1 that speaks to your customer

    Try to speak to benefits your customers care about. “Pricing” isn’t a headline. It’s a placeholder. Read more.

  2. Do use simple plan names

    Try to use easily understood plan names. Avoid potentially confusing jargon or industry terms.
    Read more. 

  3. Do use familiar iconography but be judicious

    Use universal icons where appropriate, but avoid introducing new icons to your audience. Read more.

  4. Do use button copy that connects to user intent

    Aligning button copy with user intentions reduces friction. Read more.

  5. Do focus on the important differences between plans

    Highlight the important differences that you expect customers value most highly. Read more.

  6. Do highlight common features in an “all include” section below the table

    Improve the plan table by factoring out the common features. Read more.

  7. Do feature a plan with color, size, and weight

    Show with color and visual hierarchy what you think is best for customers. Read more.

  8. Do use a unique button style or copy for your featured plan

    Using a unique CTA on your featured plan’s button further highlights it. Read more.

  9. Do include a below the table option to contact us or to reach sales

    Some users will have questions or prefer to speak with a salesperson. Make it easy. Read more.

  10. Do include an FAQ specific to billing

    Answer billing questions succinctly to parry customer objections. Read more.

  11. Do include a testimonial with a picture of a human

    Testimonials with a real person showing are powerful social proof. Read more.

  12. Do show what people, businesses, or segments benefit best from different plans

    Tell people what they should expect for each plan. Make it easy to identify which role they fit. Read more.

  13. Do offer to sell add-on products and services to customers on the pricing page

    One time offers at the moment of sale are the easiest way to do two critical things. Read more.

  14. Do feature trust markers on the page

    Guarantees and authority trust markers can improve page conversion. Read more.

  15. Do have a CTA on the bottom of the page

    The second most important element on your pricing page. Read more.




  1. Don’t use “Pricing” as your H1

    Your headline is the most important copy on the page. Read more.

  2. Don’t use “purchase” as your button copy

    Learn how to use button copy to entice users to click Read more.

  3. Don’t use non-standard icons for plan features

    Icons can confuse more than explain if they aren’t universal. Read more.

  4. Don’t force customers to scan the table back and forth to see differences

    Clarity often means simplicity. Clarity can drive purchasing behavior. Read more.

  5. Don’t show all plans as equals

    All plans are not created equal. Understand why showing equal plans leads to bad customer decisions. Read more.

GatherContent’s pricing page

Things we like

1. Bottom CTA
2. Featured plan
3. All include
4. Billing FAQ
5. More questions contact CTA
6. H1
7. Annual billing + discount

Things we’re not sure about

1. No humans or testimonials

Click to see full size

KISSmetrics’ pricing page

Things we like

1. Featured plan
2. “Get Started” CTA copy
3. Many layered CTAs
4. Add-ons
5. Billing FAQ

Things we’re not sure about

1. Event volume + Things we like pricing is confusing
2. No bottom CTA or questions section

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Moz’s pricing page

Things we like

1. Featured plan
2. Annual discount
3. Detail tooltips = hidden complexity, on-demand answers
4. Not per-user pricing
5. CTA variant for featured plan

Things we’re not sure about

1. No humans
2. No social proof

Click to see full size

Hubstaff’s pricing page

Things we like

1. Featured plans
2. Annual discounts
3. Billing FAQs
4. Testimonials and humans
5. Bottom CTA
6. Short trial

Things we’re not sure about

1. Per-user (exempted for this case, they are literally per-user)
2. Bottom questions section

Click to see full size

Groove’s pricing page

Things we like

1. H1 != “pricing”
2. “Get Started”
3. Humans and testimonials!
4. Pretty.
5. Billing FAQ
6. Bottom CTA

Things we’re not sure about

1. Confusion over which Things we like in compare are important?

Click to see full size

VWO’s pricing page

Things we like

1. Trust markers
2 Best for
3. Annual billing
4. Humans
5. Testimonials
6. Billing FAQ

Things we’re not sure about

1. No bottom CTA
2. Distracting icons in plan comparisons
3. Over focused on plan comparisons. Maybe insert a call sales instead CTA?

Click to see full size