Pricing Page Design
Pricing Page Principles
- 3 tiers is optimal. Free/Starter, Pro, Enterprise. More than 4 creates decision paralysis.
- Highlight the recommended tier. Visually distinct (larger card, "Most Popular" badge, brand color border).
- Lead with benefits, not features. "Build unlimited projects" not "Unlimited project slots."
- Show annual savings. "Save 20% with annual billing" with monthly/annual toggle.
- Price anchoring. Show the most expensive plan first (right side) to make the middle feel reasonable.
Feature Comparison
- Checkmarks for included features. X or dash for excluded.
- Group features by category.
- Sticky header with plan names on scroll.
- Highlight differences between tiers, not similarities.
Enterprise Tier
- "Contact Sales" instead of a price.
- List 3-4 key differentiators (SSO, SLA, dedicated support).
- Don't make it feel inaccessible. Frame as "Custom plan for your team."