B2B SaaS Website Pricing Page Best Practices (With Examples)

Using SaaS pricing page best practices to increase conversions: Differentiating product tier capabilities, highlighting product features, and using dynamic sliders.

Visually Weigh Relative Tier Product Capabilities With Icons

SEMRush Pricing - Visually Differentiating Key Product Strength

Semrush's pricing page visually differentiates product capabilities like reporting, keyword/domain analytics, and their unique content marketing platform functionality across tiers with filled-in radio icons. This visual easily summarizes key project tier capabilities such as:

• Content Marketing Platform functionality is limited to Guru and Business tiers
• The entry-level Pro tier provides limited reporting capabilities
• The middle tier Guru represents the best balance of capabilities and value 

Using Alternate Visuals like Harvey Balls

Visualizing relative pricing tier capabilities with an approach like Harvey balls (ie. empty, quarter full, half full, 3/4 full, or full) is a common approach for comparing product-capability strength in product-led growth (PLG) teams. This can be another way to show relative feature strength across product tiers. 

Pair With Detailed Features / Drop-Down

The Semrush example combines a visual showing relative pricing tier feature capabilities paired with the option to expand features to dive deeper into specific product capabilities. I would not recommend trying to visualize relative product strength without a more detailed feature list (or a dedicated product tier feature overview page). In my own a/b testing experiences trying this approach without a more detailed feature grid, dedicated full feature page or product tier detail page can make selecting a pricing tier more confusing.

Explain or Visualize Product Features and Limits

For pricing pages that list several features, I highly recommend pairing product capabilities or features with an additional description or product feature visuals. This is especially important for SaaS products that offer a freemium tier, where clearly defining freemium limits is key to driving sales upgrade interest conversations. 

For features that have limits (API calls, total number of searches/calls/inputs, max rows, etc.) these are also important.

Semrush: Text Tooltips

Using the previous example, Semrush's pricing page uses text tooltips to summarize product features. This is easy to a/b test, as numerous JavaScript frameworks make it easy to show tooltips on mouseovers. 

Grammarly: Image Tooltips

Grammarly's pricing page exposes key product capability by combining tooltips with visual product screenshots, especially for more complex features like AI-generated copy.

VidYard: Dedicated Feature Explanation Modals

Vidyard uses full-page modals to detail product features, allowing for screenshots, videos, and longer descriptions or content on relative feature strength across product tiers.

Unfortunately, Vidyard does not combine these modals with page anchor links (ie. pricing/#real-time-viewer-insights) which would make it easier to link to specific product capabilities and could also generate embedded feature links for pricing page searches in organic search.

Bonus: Tracking Feature Interest in CRM

Another benefit to using feature tooltips or feature modals is the ability to track specific feature interests and flag them in the sales process. By recording features users are interested in and passing these to a CRM like Salesforce, you can prime your sales team on features that prospects may be highly interested in (ie. user insights in the above Vidyard example). 

Highlight Missing Features On Lower Pricing Tiers

In my Saas Pricing Page Test Examples article, I call out optimizing the standard good/better/best pricing approach by including what features are NOT offered on lower tiers or free tiers, to drive more interest in Enterprise functionality. Several SaaS companies do this as well with their features list.

Engagebay & Instapage: "X" Out Unavailable Features

Engagebay's pricing page grays out and x's out features unavailable by lower product tiers, thereby exposing the feature strength of the Growth and Pro plans. This also highlights the limits of the free plan, by making it obvious features like Triggers, custom coding, a/b testing and custom reporting are not available on the lower tiers. 

The Instapage pricing page takes a similar approach, but just X's out features making it harder to compare these at a glance.

Sendgrid: Use Red to Highlight Missing Features

Sendgrid's pricing page takes a more aggressive approach, using a red tooltip vs. the standard green tooltip to show what features are unavailable on the Free and Essentials plans. Additionally, using negative copy such as "No Single Sign-On (SSO)" makes it even more obvious that certain capabilities are limited to Pro and Premier plans.

Use Sliders / Price Ranges to Differentiate Plans

For E-commerce and Self-Serve Pricing

Zapier's pricing model is heavily based on tasks ("Zaps") and the pricing page offers a slider to help calculate prices. For self-serve or E-commerce models this approach works well as it can drive prospects to self-select the tier they need.

This approach is also seen in Act-On's Marketing Automation Pricing, where the total number of contacts (CRM records) is used to gauge pricing. However, automatically calculating pricing for a primary Enterprise sales motion can be a confusing approach (why show estimated pricing and use "Request Quote" on CTAs). Additionally, this can make it harder for sales teams to own the pricing conversation now that an expectation has already been set with prospects. Suggesting a range or starting cost would be a more effective approach in this situation.

On Mailgun's pricing page, the range is used to estimate email sends but also works to help users select tiers. Depending on your email send range, different product tiers will be highlighted with a "Recommended" header, with Enterprise ranges automatically triggering an Enterprise lead form.

Personally, I would gray out lower tiers and make the recommended product tier stand out stronger visually.

Differentiate Enterprise Pricing With Training & Onboarding

For technically complex tools or tools where implementation and onboarding can take several weeks or months, differentiating customer success and onboarding is a great strategy, particularly if this is included on enterprise pricing plans or offered at no cost vs. competitors.

Keap calls out their onboarding on their pricing page, specifically branding it as "onboarding coaching" and guaranteeing success within 90 days. Keap sees its onboarding as such a strong differentiator that they communicate it with a dedicated feature page.