Every SaaS product has one. Typically three options, and usually designed to exploit a common psychological fallacy from freshman year psych class. But the SaaS pricing page is about more than just selecting which package to buy.
The pricing page is about predictably conveying high signal information to your customer. Consider other pages of the SaaS website.
You’ll typically have a features page full of marketing fluff, touting the latest and greatest in enforced enterprise privacy and seamlessly integrated OAuth2 solutions. The fact is, most people, including the target customer, have no idea what any of this stuff means. This is okay. The seller and buyer both know that this page exists for the sake of some imagined marketing person who thinks that jargon is the best way to sell a technical product.
As SaaS has grown in popularity, SaaS websites should be designed to be as predictable as possible in order to align with the user’s expectations. The user expects a pricing page, because the user knows that this is the only part of the website that has any information they can use to make an informed decision, stripped of marketing mumbo-jumbo. Sure, pricing may have fine print, but there’s always some baseline of cold truth in the number quoted in the column labeled “best value.” This is important, because your most loyal customers will want to understand how you make money. These users, the ones who put up with delayed releases and missing features, yet still pay on time and deliver detailed product feedback, are those who derive comfort from at least thinking they understand your business model. When your SaaS website lacks a pricing page, you’ve foiled your customer’s unconscious expectations before they even have a chance to view that marketing-heavy features page. Leaving your customer scratching their heads may be a valuable tactic for courtship, but it’s no way to make your customer’s buying journey as thoughtless as possible.
SaaS websites should be designed with this funnel in mind:
- State a problem
- Offer a solution
- Give the user a way to buy it
This last step, where a user is converted into a customer, can be optimized by requiring as little introspection from the user as possible.
Don’t miss the opportunity to convey the highest value information to your buyer. Make your SaaS website predictable by including a pricing page, or else the buyer will flea to a competitor who didn’t ask them to think.