How to Create The Optimal SaaS Pricing Page

Key Takeaways

you're starting to sell products online specifically software as a service or subscription-based products what kind of elements should you be putting in your pricing page how should it look how do you maximize your conversions hey everyone i'm neil patel and today i'm going to break down the ideal sas pricing page now before we get started make sure you subscribe to this channel and if you're on youtube click the alert notification what you're looking on right here is my uber suggest pricing page i've run tons and tons of a b tests on it on top of that back in the day i used to be a co-founder of a company called crazy egg which does a b testing heat map analytics and we used to see tons and tons of data that people would share with us on pricing pages not just for sas but literally all industries for digital products for e-commerce but of course in today's video we're discussing sas pricing pages now there isn't a one size fits all quote-unquote but i'm gonna show you a few key elements that you need to include if you want a high converting sas page and again i run tons and tons of tests so if you can see here start off the page just basic headline you can have a benefit in there we found that to work sometimes well too um not as well as it used to if you don't put a benefit in a headline just put one in a tagline underneath like here is uber says the all-in-one tool that makes seo easy i recommend putting a badge at the top for either 30-day money-back guarantee or free trial we've seen that to boost conversions then you can have some bullet points of what you guys offer in your product one thing that we tested here this provided around eight nine percent lift in conversions is we break down how we're different than the competition or some sort of unique offer so when you offer some sort of unique offer like we offer a lifetime plan it can help boost conversions as you can see here our lifetime offers a money back guarantee instead of a free trial but the badge changes as i toggle left and right and then right below we just give you an overview of the plans i'll switch back to monthly and as you can see when they toggle back and forth the lifetime numbers change um but that plan alone when we did the uh when we did an overview here what we found is if we put too much details and we overwhelm them it actually didn't do as well as just having a quick overview because some people know what they want and some people want to dive into details for the people want the details they can just click the details button below and go into a box or area that breaks down everything but i'm going to scroll back up and i'm going to go in order and then we have the social proof if you're a new company we found this to help more if your older company established we found that it doesn't help too much in conversions but it doesn't really hurt having it so we found that that's a good thing to add then we also break down everything that you get and this is more just more tech space that's very visual we found that not everyone is you know uh comparison oriented like the comparison tables we also have that too but some people just want quick bullets and images describing what they're gonna get so we break that down and we got this based on objections what are people struggling with so in uber cysts we learned that people want hand-holding and training so we ended up putting that in our pricing page and breaking that down and then of course if they click see pricing and plans it goes down to the table but let's go back up and as you scroll back down after we go over you know some of the main bullet points we discussed some more features and this is part of our tool set and again we're ripping out the features that we offer and just showing them in a visual way because we found that when you just do a comparison table we're getting a lot of support requests of people saying hey it's overwhelming still not sure what i was getting so when we did both a combination of visual images with just quick bullets and a comparison table we got less support complaints and more conversions and then underneath that we have hey how are we comparing with other people in price are you the same price are you more expensive are you cheaper why is it that you're cheaper why is that you're more expensive breaking that all down and showing your company in a more favorable light can help you generate more sales so we found that's a great conversion adder and then you get the table so then the table has every little thing with the check boxes and the details and then of course they can scroll and be like pages crawl pro report what's that hover over a question mark and they can just keep going down and then you also have the call to actions buttons below so that way they don't have to scroll back up to click start and then as you scroll down we usually end the page with frequently asked questions because if you have at your frequently asked questions answered you're more likely to increase conversions and this has been a super high converting page for us uh my buddy gajan from spiralize which is a conversion optimization company funny enough created this page for me uh so thank you gajon for it but uh when we were working on it we went over many many different variations to optimize for conversions and you know we found that having frequently asked questions helps also reduce the support requests and then at the very end having a call to action where they can get started we found that that works well and another thing that a lot of companies don't like but i recommend it is adding chat because when you add chat you can talk to someone right away someone just fills out the question they can have chat it doesn't have to be expensive chat like intercom or drift or anything just adding some chat where people can ask questions whenever they're going through pricing we've seen that boost conversions even though it's not by a lot every little bit helps and what you'll find out is this is what works for us a lot of these elements also work for other sas companies take this as a starting point but don't take this as an end-all be-all because what you'll find is some of these things may work for you some of these things may not um you know like one thing that we found that works for most sas companies including us is having multiple tiers when you have multiple tiers majority of the people will always choose the lowest plan but by having multiple tiers you can at least maintain your conversion rate in most cases but you also get some people picking higher tiers which increases your revenue per user so i would recommend this as a starting point for your pricing page and literally you can rip off what i did here and as you can see there's no navigation and stuff and that's because of that distracts people from purchasing um and then i do a two-step checkout when someone clicks start my free trial they go to a page where they register and then when they put in their information it then sends them out to checkout page i've also found that the two step increases conversions versus sending everyone to a checkout page with too much information where they feel overwhelmed so again use this as a starting point but don't take this as an end-all be a lot of these elements are tested not just by us but many other sas companies use this as a starting point tweak adjust and test and figure out how to maximize it for you and your business if you have any questions with your pricing page you need help check out my ad agency neil patel digital where we help companies with this although funny enough spiralize which is john's company is actually better than us at this so you should probably check them out instead of my own agency i know that sounds a bit weird promoting another agency but eh i'd rather be transparent if you enjoyed this video like it share it subscribe to this channel and thank you for watching