Guide · Pricing
Common pricing page conversion leaks
The patterns that stop visitors at the plan table, from plans that cannot be compared to a button that hides the commitment, with the fix for each.
Why the pricing page is where intent leaks
Visitors who reach pricing have already decided the product might be for them. What stops them now is uncertainty about cost, fit and risk. Baymard Institute’s survey of online shoppers shows how much those weigh at the moment of paying: among reasons for abandoning an order, 40% cited extra costs that were too high, 19% did not trust the site with their card, and 18% did not want to create an account.[1] A SaaS plan table is not a cart, but the same questions decide it.
Five leaks at the plan table
1. The plans cannot be compared
Three columns that differ by “10 / 50 / unlimited projects” force the visitor to work out which one they are. Name the buyer of each plan in its first line (“For freelancers”, “For teams of 5–50”) and keep the comparison to the handful of limits that actually separate them. The Leak library calls this Pricing is not comparable at the point of decision.
2. The real cost is hidden
A price shown “per user, billed annually” without the monthly equivalent, a setup fee in the footnotes, a usage limit that only appears in the FAQ. Each one is discovered later, when it costs more trust than it would have up front. Show the price the visitor will actually pay and what makes it change.
3. The button does not say what happens next
“Get started” could mean a sales call, a card form or a free account. A label that names the step (“Start 14-day trial”, “Talk to sales”) converts the uncertainty into a decision the visitor can make. Leakly reports Primary call to action does not say what happens next.
Before
After
4. The commitment is not stated
Is a card required? Does the trial convert to a paid plan on its own? Can you cancel without talking to anyone? Answer in one line under the button. When the line is missing, the visitor assumes the worst, and Leakly reports The commitment being asked for is not stated. At the payment step itself, refund terms, billing clarity and a security statement cover No reassurance at the point of payment.
5. The objection is answered elsewhere
“Can I switch plans later?”, “What happens when I hit the limit?”, “Do you offer refunds?” are asked on the pricing page, not on the help center. A short FAQ directly under the plans answers them where the decision happens (A predictable objection is left unanswered).
What to fix first
- 01
State the commitment under each button
One line of copy on the last step before signup.
Impact highEffort low - 02
Rename buttons to the step they start
Copy only; removes the main uncertainty.
Impact highEffort low - 03
Name who each plan is for
Copy and a small layout change; helps every visitor choose.
Impact mediumEffort low - 04
Show the full cost up front
May need a pricing decision, not only a page edit.
Impact highEffort medium
Frequently asked questions
Should a SaaS pricing page show prices at all?
If the product can be bought without talking to sales, yes: a missing price is read as an expensive one. Plans that need a quote can still say who they are for and what drives the price.
How many plans should there be?
As many as there are distinct buyers, usually two to four. More columns make the comparison harder, not easier.
Monthly or annual pricing by default?
Show the one most visitors will choose, and make the other a single toggle away. Always show what the visitor will be charged and when.
Sources
- 1.Baymard Institute, Cart & checkout abandonment rate statistics. baymard.com/lists/cart-abandonment-rate
Written by
Leakly Team
Editorial team at Leakly
The people who build Leakly’s audit rules. Every guide is checked against the Leak library before it is published, and every figure is linked to its source.
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