For any SaaS business, a well-designed pricing page is of prime essence. A well-designed pricing page can not only increase conversions but also communicate the value of your product and help potential customers make informed decisions. However, designing an effective pricing page requires more than just a few pricing tiers and a CTA button. In fact, a well-designed pricing page can lead to a 225% increase in conversions.
In this article, we'll discuss the importance of UX/UI design in SaaS pricing pages and provide specific tips to help you create a pricing page that engages and converts potential customers.
Why UX/UI Design Matters in SaaS Pricing Pages
A well-designed pricing page can have a significant impact on whether potential customers convert or not. UX/UI design is particularly important in SaaS pricing pages because it can help potential customers quickly understand the value of your product and the benefits of each pricing tier.
Here are some key things to keep in mind when designing your SaaS pricing page:
1. Embrace Minimalism: Use a Clean and Simple Design
We at Ungrammary always believe that a cluttered or confusing pricing page can overwhelm potential customers and may cause them to abandon your site altogether. Instead, we aim for a clean and simple design that communicates the value of your product and the features included in each pricing tier. Use plenty of white space, clear headings, and easy-to-read fonts to make your pricing page easy to navigate and understand.
For example, Hubspot's pricing page is an excellent example of a clean and minimalist design that effectively communicates the value of its product.
2. Feature Your Features: Highlight Software's Key Features and Benefits
Potential customers want to know what they're getting for their money, so it's important to highlight the key features and benefits of each pricing tier. Use clear and concise language, and consider using icons or graphics to make key features more memorable. Be sure to focus on the benefits of your product rather than just its features, as this is what potential customers will be most interested in.
While you highlight the benefits of the SaaS product, make sure the pricing page clearly communicates the value proposition of the product. The content and design should explain why your SaaS product is better than competitors, and it should focus on the benefits and outcomes that customers will experience by using your product.
For instance, Canva's pricing page effectively highlights its features and benefits using visual aids and clear language.
3. Seeing Is Believing: Use Visual Aids to Clarify Pricing Structures
SaaS pricing structures can be complicated, so it's important to use visual aids to help potential customers understand the pricing tiers and what they include.
Consider using a comparison table or a visual hierarchy to show the different pricing options and the features included in each tier. This can help potential customers quickly determine which pricing tier is right for them based on their needs and budget.
You can use design elements like colour, size, and spacing to create a clear visual hierarchy that guides visitors' attention towards the most important information. For example, you can use a different colour or font size to make your pricing plans stand out.
For example, Trello's pricing page uses a visual hierarchy to show different pricing options and what each tier includes.
4. No Surprises: Offer a Transparent Pricing Structure
Transparency is key when it comes to SaaS pricing pages. Potential customers should be able to quickly understand the pricing structure and any associated costs or fees. Be sure to clearly communicate any limitations or restrictions on each pricing tier, and avoid using hidden fees or complicated pricing structures that could turn off potential customers.
You can also have a chatbot on your pricing page, as it can help visitors get answers to their questions and make the decision-making process easier. However, it's important to ensure that your chatbot is designed and implemented effectively and regular maintenance is carried out.
For instance, Freshbooks' pricing page offers a transparent pricing structure and clearly communicates what each pricing tier includes.
5. Trust in the Crowd: Use Social Proof to Build Trust and Credibility
Social proof can be a powerful tool when it comes to converting potential customers. Consider including social proof on each pricing tier to highlight the benefits of each option. Including customer testimonials, case studies, or reviews on your pricing page can help build trust and credibility with potential customers. And, how does this help visitors? Well, this can help them overcome any objections or concerns about the SaaS product.
For example, Slack's pricing page uses customer testimonials to build trust and credibility with potential customers.
6. Take Action Now: Crafting Effective Calls to Action
Your pricing page should include clear calls to action (CTAs) that encourage potential customers to take action. Use language that is action-oriented and clearly communicates the benefits of signing up for your product like "Start Your Free Trial" or "Subscribe Now", to make it clear what you want visitors to do. The language you use should be compelling and persuasive, urging the visitor to take action.
Be sure to use contrasting colours or visual cues to draw attention to your CTAs and make them more effective. The CTA button should be prominent and easy to find, so visitors know what to do next.
Additionally, you can use urgency and scarcity techniques to encourage visitors to take action. For example, you could offer a time-limited discount or indicate that there are only a limited number of spots available. This can create a sense of urgency that motivates visitors to act quickly.
Example: "Start Your 30-Day Free Trial Today and See How Our Product Can Streamline Your Business Processes."
Designing a well-optimized SaaS pricing page requires careful attention to UX/UI design. By using a clean and simple design, highlighting key features and benefits, clarifying pricing structures, offering transparency, using social proof, and providing clear calls to action, you can create a pricing page that engages and converts potential customers.
Remember, your pricing page is often the first impression potential customers have of your product. Therefore, it is essential to make a great first impression by designing a pricing page that is easy to understand, visually appealing, and persuasive. By following the tips outlined in this article, you can create a winning SaaS pricing page that drives conversions and helps you grow your business.