Business ($36/user/mo, billed annually)Įven for the highest-level Business tier, it’s immediately clear what each tier includes and how much it costs.Hightail’s pricing page offers four separate plans: Like Campaign Monitor, file-sharing and collaboration tool Hightail’s pricing page excels in its simplicity-but the real highlight here is the transparency around pricing. Hightail: Transparency in pricing builds trust There’s no reason to keep potential customers in the dark. Publishing your pricing builds consumer confidence, shows the value of your product, and greatly increases the chances of potential customers whipping out their credit cards. While there are a small number of situations where you should definitely conceal your pricing, the default setting should be putting your prices out there for all the world to see. We’ve said before that keeping your pricing a secret is overrated. Why? Well, keeping your pricing under wraps is a great strategy if you aren’t in the business of, you know, making sales. It seems simple, but many websites won’t list even a single tier that has definitive pricing behind it. This way, users can click around and see pricing based on how many email subscribers they have without being overwhelmed by choice. The only thing that changes is the price. Part of Campaign Monitor’s pricing is charging per tier of email subscribers in your list, but the two options remain consistent across each tier of subscribers. The page also includes another hidden trick: there might only appear to be two options for their pricing plan-but there are really 14. More complicated features are clarified with tooltips that users hover over for more information. Key features per plan are emphasized and made obvious in bold. It’s super clear what each plan actually delivers. Keep it simple with a few sentences on what the tier provides, the pricing, and how to sign up.Ĭampaign Monitor: A masterclass in simple designĮmail marketing tool Campaign Monitor’s pricing page was rated highly by users in the SaaS DNA Project because their pricing page contained all the data necessary for consumers to make an informed buying decision.Ĭampaign Monitor’s pricing page is a masterclass in simple design. This means no more 20-row comparison tables between your company and your competitors. Any ambiguity here about what they are going to be getting for that money each month will drastically increase their chances of not signing up. If people weren’t able to find the information they needed quickly and clearly, they would leave.īut, you need to balance the need for simplicity against making sure customers have all the information they need to make an informed decision. One of the key findings from the SaaS DNA Project: The Anatomy of a SaaS Marketing Site was that, even for tech-savvy customers, SaaS sites could be confusing. While simpler pricing pages are almost always better than complicated ones, it isn’t that. The first indicates how well they understood the different plans on offer, and the second shows how they would use that information to make an informed decision about the product and their needs. Instead, the study measured successful pricing pages through user evaluations of two key factors:
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