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.

Do use button copy that connects to user intent


  1. Button copy that connects to what users arrived intending to do is the most effective way to align with the emotional decision making process that people are bringing to your pricing page. “Submit” and “Buy” are rarely the most emotionally connected concepts to what your users arrived intending to do. If you need a generic CTA, we’d suggest “Get Started.”We like how KISSmetrics and Moz (with varied copy) handle this technique. Drip offers good copy combined with context around the steps involved from when you click. If there are 3 more steps, that can be a useful thing to indicate so people don’t feel they’ve just experienced a bait and switch.

Do focus on the important differences between plans


  1. If the lowest level plan doesn’t include a feature, you don’t have to include it with an ‘X’ in the table. Reduce the visual clutter by showing what plans do include and highlighting how plans differ.Reducing complexity allows people to focus on decision making and the specific things on the page that they need to take the next steps. If you have a laundry list of items for each plan, consider an all include section to keep your table clean.I like the way Hubstaff handles this on their pricing page.

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


  1. The use of an “all plans include” section factors a lot of complexity out of the table and allows people to compare plans much more quickly. It also provides an area to laud the basic features and benefits that people expect from your product without cluttering the area where you can put forward the features people use to make purchasing decisions.All include sections are visual improvements that reduce complexity and allow for faster decision making.Stripe’s pricing page is an excellent example of this technique.

Do feature a plan with color, size, and weight


  1. Use all the visual elements you can to attract attention to the plan you think most customers should purchase. This doesn’t need to be simply a way to sell them the most expensive plan. It should be the best plan for most people as well so you establish good relationships with customers.Research has shown that people struggle with choices when presented with many apparently similar options. Reframing the options will often get most people to chose differently. Using color, weight, and breaking the grid to highlight a plan reduces the cognitive load people use to evaluate your plans. Less load, less decision making friction at the most important time. Gather Content does a great job with their pricing page.
  2. Trying a different CTA style for your best plan is another way to emphasize it. It can be color, size, and copy changes that create the difference. The CTA change should compound the benefits listed for the visual hierarchy improvements above. Moz’s pricing page is a great example of this technique.

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


  1. This needs to be below the table and we tend to think it should be last if sales is a common endpoint for your prospects. This is a catch all type of CTA for your customers that don’t understand your pricing or don’t have time to evaluate it. I wouldn’t worry about the “don’t have time” folks. They tend to be the happiest to trade money for time. Some industries and segments don’t understand SaaS pricing and self-service models in general. They just want to hear from a human. It’s their ultimate trust check.I may like ZenDesk’s the best, but Basecamp is another example of this technique.

Do include an FAQ specific to billing


  1. It is extremely common for customers and prospects to have specific questions about billing. Your customer service people should inform you very well on what the common questions are.This is a great place to address billing practices, guarantees, refunds, and if you offer something like pro-rating upgrades.You can often address many of these concerns with a blanket statement about ‘always favoring’ or ‘always being fair’ to the customer. The most important thing to do with this section is allay common fears. You don’t need a comprehensive product FAQ.

    Hubspot has a quality example of this practice.

Do include a testimonial with a picture of a human


  1. Testimonials are the best in class for social proof. Groove and Drip both offer good examples of using not just a quote from a customer about the product, but also including a picture of that person. The picture is extremely powerful.Often the best testimonials are your customer’s actual words, but once in a while it can pay to write the text for a prominent customer and allow them to edit it. This lets you collect testimonials that are aimed at known customer objections. These perform twice the work.

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


  1. You’re already showing people the best plan to start evaluating with visual hierarchy, right?Well, this is the next step in that journey. Most people will be best served by your featured plan and that’s excellent. This technique improves the “featured” plan context by identifying who typically purchases that plan and making decisions easier for people inside and outside the featured plan’s target segment.Visual Website Optimizer has good “best for” copy and so does WP Engine. These descriptions are a nice way to divide plans meant for teams and plans meant for solo operators and consultants.

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


  1. Add-ons are unquestionably the least common of these features for most of the example pages we examined. That said, it’s pretty clear that they are also one of the most impactful as they are essentially the only feature that increases the purchase price.Most products can be complimented by training, onboarding services, related products, information, community access, or warranties. This can improve your customer’s experience as well as their spend. Many customers with larger accounts expect these types of add-ons to be part of the package.KISSmetrics and Hubspot are good examples of this technique.