Learn the art and science behind designing SaaS pricing tables that effectively convert visitors into customers.

A pricing table is one of the most critical elements of any SaaS website. It’s more than just a list of prices; it’s a powerful tool for communication, persuasion, and conversion. A well-designed pricing table clearly communicates the value of your product, guides potential customers to the best plan for their needs, and ultimately drives revenue.

This guide will walk you through the best practices for creating a pricing table that not only informs but also converts. We’ll cover the essential components, common strategies, and practical tips to help you build a pricing table that works for your business.

A pricing table works by presenting your subscription plans in a clear, comparable format. Its primary job is to help users quickly understand the differences between your plans and decide which one offers the best value for them.

Here’s a breakdown of the typical components:

• Plans: Most pricing tables feature between two to four plans, arranged in columns. Each plan should have a distinct name that reflects its target user (e.g., “Starter,” “Pro,” “Business”).
• Price: The cost of each plan is displayed prominently. It’s crucial to be transparent about the billing cycle (e.g., per month, per year).
• Features: A list of features for each plan shows what the user gets. This is often the most detailed part of the table, using checkmarks or short descriptions to highlight what’s included.
• Call to action (CTA): Each plan has a CTA button, such as “Sign Up,” “Get Started,” or “Buy Now.” The CTA for the recommended plan is often highlighted to draw attention.
• Value metric: This is what you charge for (e.g., per user, per gigabyte, per 1,000 API calls). It’s the core of your pricing model and should be easy to understand.

The layout is designed to make comparison easy. By scanning across the columns, users can weigh the features and price of each plan, helping them make an informed decision.

Pricing tables are not one-size-fits-all. The design and strategy you choose will depend on your product, target audience, and business goals.

Here are a few common pricing models and how they translate into pricing table design:

For early-stage startups, a simple, two-plan table (e.g., Free and Pro) might be enough. For enterprise products, you might see a “Contact Us” CTA for a custom plan, acknowledging that large customers have unique needs.

Building an effective pricing table is harder than it looks. Here are some common mistakes to avoid:

• Offering too many choices: The paradox of choice is real. More than four or five plans can overwhelm users and lead to decision paralysis. Stick to a limited number of well-defined options.
• Confusing feature lists: A laundry list of every single feature is less effective than a curated list of the most important ones. Focus on the features that provide the most value and differentiate your plans.
• Hiding the price: While an “Enterprise” or “Contact Us” plan is common for high-touch sales, you should be transparent with your pricing for self-serve plans. Hidden pricing can create friction and mistrust.
• Using confusing language: Avoid jargon and internal terminology. Use clear, benefit-oriented language that your customers will understand. For example, instead of “CRM integration,” try “Connect your customer data.”

A common misconception is that the pricing table is set in stone once it’s live. In reality, your pricing should evolve as your product and market mature. Don’t be afraid to experiment with different price points, features, and layouts.

Ready to build or revamp your pricing table? Here are some best practices to guide you.

Be explicit about what you’re charging for. Is it per user, per project, per GB of storage? This is the single most important element of your pricing strategy. If users don’t understand what they’re paying for, they won’t pay.

Guide users to the best choice for them (and for you). This is often the middle-tier plan in a three-tier setup. You can make it stand out with a different color, a “Most Popular” banner, or a slightly larger size. This reduces cognitive load for the user and can steer them toward a plan that offers a good balance of features and price.

Price anchoring is a psychological pricing strategy that uses a higher-priced option to make other plans seem more affordable. Even if most users don’t choose the most expensive plan, its presence makes the other plans look like a better deal.

For many SaaS businesses, a free entry point is a powerful way to lower the barrier to entry. It allows users to experience the value of your product firsthand before committing to a paid plan. Your pricing table should make it easy to see the benefits of upgrading from the free version.

Your pricing table should be easy to read at a glance.

Use these tips to improve readability:

• Use short, benefit-focused feature descriptions.
• Employ checkmarks or icons to show feature availability.
• Ensure a clean, uncluttered layout with plenty of white space.

Including testimonials or logos of well-known customers near your pricing table can build trust and provide validation. If a respected company is using your product, it must be good.

Anticipate common questions and answer them directly on the pricing page. This can help overcome objections and reduce the number of support queries. Address topics like cancellation policies, billing cycles, and plan upgrades.

Once you’ve designed your pricing table, you need a backend system to manage the subscriptions, billing, and entitlements. This is where Kinde comes in.

Kinde provides a flexible and powerful billing engine that helps you implement the pricing strategy you’ve so carefully designed. You can easily set up different subscription plans, manage trials, and handle recurring payments, all through a simple API.

• Subscription management: Kinde allows you to create and manage various subscription plans, including free trials, tiered pricing, and usage-based models.
• Multicurrency support: With Kinde, you can offer your products in multiple currencies, making it easy to sell to a global audience.

By connecting your pricing table to Kinde, you can automate the entire subscription lifecycle, from sign-up and payment processing to upgrades, downgrades, and cancellations. This frees you up to focus on building your product, knowing that your billing is in good hands.

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