SaaS pricing page checklist: 42 pass/fail checks before you publish

1. Value metric

• 1.1You charge on one value metric, and the page names it.At €0–€1M ARR, one value metric and no complex feature gating keeps the decision simple (Kyle Poyar).
• 1.2The metric grows as the customer gets more value.A good value metric aligns with the value the customer receives and grows as they succeed (Patrick Campbell).
• 1.3A buyer can work out their bill before they sign.The third test of a value metric: it's predictable enough to budget for (Patrick Campbell).
• 1.4If you charge per seat, value really grows with seats.Per-seat is the default, but it's the wrong metric when value doesn't scale with users (Patrick Campbell).
• 1.5The value metric appears in each tier's name or first line.It's one of the pricing-page patterns that convert (Kyle Poyar).
• 1.6If pricing is usage-based, there's a subscription floor.Pure usage pricing before product-market fit makes revenue impossible to forecast; a subscription floor plus usage on top is the early-stage hybrid (Kyle Poyar).

2. Tiers and packaging

• 2.1Three tiers at most — or one plan if you're before product-market fit.Three tiers max is a converting pattern (Kyle Poyar); a single plan is fine before product-market fit (Lenny Rachitsky).
• 2.2A visitor can tell which tier is theirs in 30 seconds, without a sales call.It's the audit question that matters most: can a visitor understand your pricing in 30 seconds? (Kyle Poyar)
• 2.3No single tier is stuffed with everything.Too much in one package hides the value — Madhavan Ramanujam calls it "feature shock".
• 2.4Your most valuable capability is packaged where it earns money, not buried.A valuable capability that's never monetized is a "hidden gem": package it as its own tier or add-on (Madhavan Ramanujam).
• 2.5You haven't copied an incumbent's pricing model.Incumbents price for their scale, not yours (Lenny Rachitsky).

3. Anchoring and order

• 3.1The tier you want most buyers on is in the middle, highlighted as most popular.Most buyers choose the middle option, so design the middle tier as the one you want them to buy, and highlight it (Kyle Poyar).
• 3.2The top tier is priced high.A high top tier makes the middle look reasonable and catches the buyers who would pay more (Lenny Rachitsky).
• 3.3Buyers see the highest-value plan before the cheapest one — check the mobile order too.Show the highest-value plan first to anchor the price (Kyle Poyar).
• 3.4The price sits next to the cost of the problem or the alternative it replaces.A price with no comparison gets compared to zero; buyers should weigh it against what the problem costs them today.

4. Plan names

• 4.1Plan names say who each plan is for — by team size, stage or use case.Buyers should be able to pick their plan from the name, without reading every row of the table.
• 4.2Plan names are identical everywhere: pricing page, checkout, invoices and in-app upgrade prompts.A plan with three names reads as three products at the moment someone is about to pay.

5. A call to action per tier

• 5.1Every tier has one call to action that matches how that buyer buys: start a trial, buy now or book a demo.The call to action is one of the six elements of pricing, alongside modality, metric, value ladder, packaging and price (Kyle Poyar).
• 5.2Each button says what happens next — "Start 14-day free trial", not "Get started".Buyers hesitate when they can't tell whether a click means a form, a call or a charge.
• 5.3Whether a card is needed is written next to the trial button.It's the question every trial visitor has; answer it where they decide.

6. Free trial vs freemium clarity

• 6.1The page says plainly whether it's a free trial or a free plan, how long it lasts, and what happens when it ends.Unclear terms make buyers assume the worst: a surprise charge or a feature taken away.
• 6.2If you have a free plan, it doesn't give away the paid value.If people sign up but never convert to paid, your free tier is competing with your paid one (Wes Bush).
• 6.3Freemium is used only if free users can convert, the product spreads between users, and acquiring a free user costs under 50% of first-year ACV.These are the conditions a free plan needs before it can pay for itself (Wes Bush).
• 6.4The trial is long enough for value to land — and no longer.Trial length matters less than value milestones: a 14-day trial where value lands on day one beats a 30-day trial where it never lands (Ramli John).

7. Annual discount display

• 7.1There is a monthly/annual toggle.It's one of the pricing-page patterns that convert (Kyle Poyar).
• 7.2The annual saving is shown as an amount or as months free, not only a percentage.Buyers shouldn't have to do maths to see what they save.
• 7.3Monthly-equivalent annual prices say "billed annually".A price that jumps at checkout feels like a bait-and-switch.
• 7.4Any discount beyond the annual one comes with a giveback.Every discount needs a giveback — annual prepay, a case study, logo rights (Patrick Campbell).

8. FAQ and objections

• 8.1An FAQ sits directly under the pricing table.The FAQ under the table is where objections get answered, at the moment they come up (Kyle Poyar).
• 8.2It answers the objections you actually hear on calls: cancelling, contract length, data, what counts toward the limit.Questions invented for the page rarely match what stops real buyers.
• 8.3It says what happens if a customer goes over their limit.An unknown overage is a reason to wait.

9. Enterprise and contact path

• 9.1Prices are public if your annual contract value is under €10K; above that, the page gives at least a ballpark.Always show pricing under €10K ACV; above it you can ask for a demo first, but give a ballpark (Kyle Poyar).
• 9.2"Contact us" is never the only option below €5K a year.Hiding pricing behind "contact us" under €5K ACV is one of the most common pricing mistakes (Kyle Poyar).
• 9.3The contact tier says what it's for: security review, procurement, custom contracts or invoicing.Those are the signs a deal needs a sales-led process rather than self-serve (Wes Bush).

10. Currency and tax

• 10.1Prices are in the currency your buyers pay in — € for European buyers.Converting in their head is one more reason not to decide today.
• 10.2The page says whether VAT or sales tax is included.A total that grows at checkout feels like a hidden fee.

11. Social proof, only if real

• 11.1Every logo, quote and number on the page is real, current and used with permission.One invented claim makes buyers doubt every true one — and logo rights are something customers give you, not something you take.
• 11.2No fake scarcity or invented deadlines."Only 3 spots left" that never changes teaches buyers to ignore everything else you say.
• 11.3No proof yet? The section is left out, not filled with placeholders.An empty testimonial carousel is worse than none.

12. Keeping it honest over time

• 12.1Pricing is reviewed every quarter and changed every 6–12 months.Pricing is a process, not a project (Patrick Campbell).
• 12.2On your first price rise, existing customers keep their price.Grandfather existing customers on the first raise or two; the goodwill outweighs the revenue (Lenny Rachitsky).
• 12.3Someone has pushed back on your price recently.If nobody complains, your price is too low (Lenny Rachitsky); a 95%+ close rate is the "minivation" sign of pricing too timidly (Madhavan Ramanujam).

What to fix first

SaaS pricing page checklist · Free template by Mazo · getmazo.com/templates/saas-pricing-page-checklist