Pricing Page Examples (437)

What the strongest pricing pages do differently

Sorting these 437 pricing pages by how they score against the conversion rubric, then comparing the strongest 87 with the weakest 87, is the fastest way to see what actually separates them.

Strongest 87Weakest 87Share of pricing pages in each band, 0 to 100%

Plans and prices

1. No prices shown, see the pricing pages that have it
   80%1%
   -79
2. A monthly and annual toggle, see the pricing pages that have it
   3%75%
   +72
3. A free tier, see the pricing pages that have it
   7%62%
   +55
4. A free trial, see the pricing pages that have it
   16%68%
   +52
5. Four plans, see the pricing pages that have it
   8%51%
   +43
6. An enterprise tier, see the pricing pages that have it
   39%79%
   +40
7. No plan grid, see the pricing pages that have it
   26%0%
   -26
8. Usage based, see the pricing pages that have it
   26%10%
   -16
9. A price calculator, see the pricing pages that have it
   7%22%
   +15

Explaining the plans

1. A feature comparison table, see the pricing pages that have it
   33%80%
   +47
2. An FAQ section, see the pricing pages that have it
   44%90%
   +46
3. Tooltips explaining features, see the pricing pages that have it
   15%46%
   +31

Proof

1. A customer logo wall, see the pricing pages that have it
   31%70%
   +39
2. Customer testimonials, see the pricing pages that have it
   30%46%
   +16

How to structure a pricing page, by the numbers

The questions a team asks when it rebuilds a pricing page, answered from the 437 here. Where the strongest 87 and the weakest 87 disagree, that gap is the answer.

How many plans?

• Three plans on 37% of pricing pages, four on 34%
• Two plans on 11%, five or more on the rest
• No plan grid at all on 5%, usually because every price is a quote

Which pricing model?

Flat monthly, per seat and mixed each take about a quarter of the market. Usage-based pricing, the model every AI product is expected to have, is on 15%.

Should every price be shown?

• 24% hide at least one price behind a contact button
• 78% carry a custom-quote tier, 67% an enterprise tier
• 19% put a calculator or a slider on the page so the visitor can price their own case

Monthly or annual?

• 43% have a monthly and annual toggle

Free plan or free trial?

• A free tier on 42%
• A free trial on 46%
• A money-back guarantee on 5%

Which plan to highlight?

One plan gets the border and the badge. It is named Pro far more often than anything else, and it is almost never the cheapest one.

How to explain the plans?

• A feature comparison table on 58%
• An FAQ on 75%
• Tooltips explaining individual features on 38%, an add-ons section on 28%
• A chat widget on 22%

What proof belongs on a pricing page?

• Customer logos on 43%
• Testimonials on 34%
• Review-site ratings on 22%, award badges on 19%

The moves almost nobody makes

Each sits under 15% of the market, with the strongest pricing page that uses it.

A currency selector

8% let the visitor switch currency before they read a price.

A money-back guarantee

5% write the guarantee on the pricing page itself, next to the number it protects.

Email capture on the pricing page

8% put an email field on the page, for the visitor who is not ready to pick a plan.