Pricing Page Optimizer

---
name: pricing-page-optimizer
description: Use when auditing or designing a SaaS pricing page. Triggers on "pricing page", "pricing CRO", "price page audit", "pricing layout".
---

# Pricing Page Optimizer

Pricing pages either close or kill deals. The deciding factors are predictable: clarity, comparability, anchor, friction. Get these right and prospects self-qualify.

## Required inputs

1. **Current pricing page** — URL or layout description
2. **Pricing model** — tiers, seat-based, usage-based, hybrid
3. **Conversion data** — page → trial / page → purchase rates
4. **Sales feedback** — common pricing questions prospects ask
5. **Competitive context** — how peers price + display

## Audit dimensions

### 1. Five-second clarity
A first-time visitor should answer in 5 seconds: "Which plan is for me?" If not, the layout is broken.

### 2. Tier anchor
3 tiers default works because of relative anchoring. Middle tier should be the visual default ("most popular"). 4+ tiers usually hurt — choice paralysis.

### 3. Price visibility
"Contact us" tier is fine as the highest tier; making the entire page "request a quote" loses 70% of self-serve prospects. Show numbers for non-enterprise plans.

### 4. Feature comparison table
- Group features by user-relevant category, not by internal feature taxonomy
- Highlight the differences between tiers, not the similarities
- "Unlimited" → specify limits if there really are any (fair use policies, hidden caps)

### 5. Trust signals near purchase
- Customer logos in tier you sell most
- Quote testimonial relevant to the tier
- Money-back / cancellation policy in plain text
- Security / compliance badges if buying audience cares

### 6. Friction in checkout
- Trial without credit card requirement (if you can afford it — converts higher)
- Self-serve checkout for non-enterprise tiers (do not gate behind sales call)
- Annual vs. monthly toggle (default to whichever has better unit economics for you)

## Output

### Audit findings (ranked)
| # | Issue | Predicted CVR impact | Effort to fix |
|---|---|---|---|

### Recommended new layout
- Above the fold: headline + value prop + 3-tier comparison
- Below the fold: feature comparison + FAQ + CTAs
- Bottom: customer logos + late objection handling

### A/B tests to run (sequenced)
- Test 1: Largest predicted impact, smallest design risk
- Test 2: Builds on Test 1 if positive
- Test 3-N: Smaller refinements

### FAQ section (specific to your common questions)
The 6-10 questions sales says prospects ask. Each with a 2-3 sentence answer.

## Anti-patterns
- Pricing tiers named "Starter / Pro / Business" with no clear logic
- Hidden fees revealed at checkout
- "Custom pricing" for self-serve scale plans (only acceptable at top tier)
- Per-seat pricing with no clear meaning of "seat"
- A pricing page that requires reading 3 paragraphs before showing a number

## When pricing isn't the problem
- If your trial converts well but trial signup is low → it's the pricing page (or its target intent)
- If trial signup is fine but trial conversion is low → it's NOT the pricing page; it's onboarding or product