Little Glossary · Web and conversion
Pricing page
The pricing page is the part of a website that explains how much the product costs, what each plan includes and how to buy. It's usually one of the most visited pages by people close to a decision.
Typical elements
- Plans: usually two to four, with clear names and who each one is for.
- Pricing metric: per user, usage-based (contacts, sends, transactions), by features or flat rate. The best one grows with the value the customer gets.
- A highlighted or recommended plan, to guide the decision.
- Monthly/annual toggle, showing the annual discount.
- Feature comparison table, grouped by category rather than as an endless list.
- Enterprise plan with "Talk to sales" for custom needs.
- FAQ: taxes, commitment, cancellation, plan changes, payment methods.
- Social proof near the plans.
To publish prices or not
- For publishing: buyers self-qualify, sales gets fewer out-of-budget enquiries and the company comes across as transparent.
- Against publishing: highly configurable products, large contracts or pricing that depends on implementation.
A common middle ground is to publish entry plans and show the top tier as "from" or "custom".
Details that build trust
- State whether prices include VAT or sales tax and which currency you bill in.
- Explain what happens when a limit is exceeded.
- Say clearly how to cancel and whether there's a minimum commitment.
- Show what all plans include (support, security, integrations) instead of repeating it in every column.
Common mistakes
- Plan names that say nothing, like "Silver", "Gold" and "Platinum".
- Differences between plans only the product team understands.
- Hiding implementation fees or user minimums.
- Not tracking the page, even though it's one of the best indicators of buying intent.
Related terms
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