Pricing page examples that answer "which plan?"

These pages are described as they looked in November 2026. Companies change them often, so some details may differ.

Buyers often choose by words more than numbers

Patrick McKenzie ran a small software company called Appointment Reminder. He split his plans by how many appointments a customer booked each month. Here's how that went.

"It turns out that customers largely ignore this and self-segment anyway" Patrick McKenzie, in The Black Arts of SaaS Pricing

In plain words, people sorted themselves. They went by the plan's name and the sales words around it, and mostly skipped the number. He also tells of staff at huge companies who moved up to the Enterprise plan only because their boss didn't like seeing "Small Business" on an expense report.

So your plan names and the one line under each name do more work than your comparison table. That's good news. You can change those words this afternoon without touching a single price.

Examples that answer "is this plan for me?"

Figma: "Choose this plan if"

Figma's pricing page has a hard job. It sells ten products on four plans with three kinds of paid login. So each paid plan has a small section that opens with words like "Choose Professional if you". Three plain reasons follow.

Professional is for someone working alone or with others who needs unlimited files for one team. Organization is for a business with design work going on across its departments. You read about yourself first and the features second.

Copy this: Under each plan, write "Choose [plan] if you" and add three reasons about the buyer's situation. Save the features for further down.

Notion: one line that starts with "For"

Notion has four plans, and each gets a single line starting with "For". The four lines cover individuals, small teams and professionals, growing businesses, and whole organizations. You can find yourself in that list before reading one feature.

Slack shows the other way to do it. The line under its Pro plan is "Drive productivity in one place". That's pleasant, but it would fit any plan, and it doesn't say who Pro is for. Slack can get away with this because most buyers already know what Slack is. You probably can't.

Copy this: Write one line per plan: "For [who] who [what's going on in their day]."

If that line is hard to write, you may not be clear yet on who you're for. Working through some value proposition examples can help.

Examples that answer "how much would I use?"

ChartMogul: a number every owner knows

ChartMogul sells revenue reports to subscription software companies, and its price follows the customer's revenue. A slider sits at the top of the page. You drag it to your revenue and see your price. The first plan is free until you make $10,000 a month from subscriptions.

This works because every founder knows that number without looking it up. Nobody has to stop and work anything out.

Buffer: a number you can count on one hand

Buffer charges by the social media accounts you connect, which it calls channels. You press plus or minus and the price changes. Anyone can count their channels.

Buffer picks its one customer quote well, too. A customer who runs social accounts for clients says she can stop paying for a channel when a client leaves. That answers a real doubt for that buyer, right where the buyer is deciding.

Zapier: when they can't know the number

Zapier charges by the "task", which means each step its software does for you. A new buyer has no idea how many tasks they need. The list runs from 100 a month to 2 million. Zapier knows this is a problem, because "How many tasks do I need?" is one of its own listed questions.

So it makes a wrong guess less scary. It emails you as you get close to your limit. It can then switch you to paying per task so your work keeps running. Those extra tasks cost more. The buyer can relax, because the page says what happens if they guess wrong.

Copy this: Price by a number your buyer knows without checking. If your number only makes sense to you, turn it into something they know, like "about 200 invoices a month". Then say what happens if they go over.

An example that answers "what do most people pick?"

Pipedrive: one badge and no repeating

Pipedrive has four plans and puts a "Most popular" badge on the third one, Premium. Each plan has one line about the job it does. The second plan, Growth, is about automating your emails and follow-ups.

Then comes the clever part. From the second plan on, each feature list starts with the plan before it, such as "Growth plan +". You only read what's new, and you never compare the same list four times. A plain line under the plans asks if you need help choosing and links to the full comparison.

A badge helps because someone who can't decide will often take what other people took. McKenzie noticed a similar habit. In his experience, it's common for a third to a half of sign-ups to pick the second-cheapest plan. People don't want the plan that feels cheap, and they don't think they're big enough for the top one.

Copy this: Mark one plan. Only say "Most popular" if it's true. If you're too new to know, write "Best for [who]", which is true from day one.

Examples that answer "who do I have to pay for?"

This one is small, and it can stall a real purchase. If you charge per person, the buyer has to work out who counts as a person.

Calendly says right beside each paid price that only the people hosting meetings need a paid login. The people booking don't. Figma says that on a paid plan, other people can view and comment on your files for free. Basecamp's pricing questions say plainly that clients and contractors do count.

Copy this: Write one sentence beside your per-person price that says who doesn't count.

An example for "I've read it all and I still don't know"

The email asking "which plan do I need?" always arrives the day after you finish the comparison table built to stop those emails.

Mailchimp: just ask them

Mailchimp has a small box that says "Not sure how to choose?" with a button called "Find my plan". It opens four short steps. The first asks how many people on your team will use it, with four answers to tap.

Beside that question sits a "Why are we asking?" note. It explains that plans come with different numbers of logins. That small touch stops the question feeling nosy.

Mailchimp does the same with its "Best value" badge. A small note beside it tells you how they worked that out.

Copy this: You don't need a quiz on day one. Put one line under your plans: "Not sure which plan fits? Tell me what you do and I'll tell you." Answer by hand. After 20 replies you'll have the exact words for your plan lines, and the questions for a quiz if you still want one.

An example that answers "what if I pick wrong?"

Basecamp: choose later

Basecamp takes the question away for a while. You try every feature free for 30 days, then pick a package when the trial ends, or walk away.

The packages are easy to read. The first is called Freelancer, so you know at once whether that's you. Besides the price, each one shows just three numbers: projects, storage and people. The page also lists the core tools every package includes, so nobody has to worry about missing something basic.

Copy this: If you offer a trial, let people start before they choose. If people can change plans at any time, say so beside the plans. Pipedrive puts that promise right under its headline, which is a good place for it.

Write your own plan lines in 20 minutes

Here's a made-up invoicing tool, to show the difference a line can make.

Now do yours:

1. Open your last 20 sign-ups. Write down what kind of business each one is and which plan they chose.
2. Name each plan's buyer in plain words, using what you found. Change any plan name that would need explaining.
3. Write the one "For" line and the three "Choose this if" reasons for each plan.
4. Move the one limit that matters most, in the buyer's own words, up beside the price.
5. Mark one plan.
6. Add the sentence about who doesn't count, and the one about changing plans.

A clear saas homepage does part of this job before anyone clicks Pricing, so check that the two pages describe the same buyer. People weighing you against a rival have a different question, and saas comparison pages are the place to answer that one.

Test it on five people

You can do this in an afternoon, for free.

1. Find five people who could really be customers. Your cofounder doesn't count.
2. Show them the page on a phone for ten seconds, then take the phone away.
3. Ask: "Which plan would you pick, and why?"
4. If they say they'd need to read more, your plan lines aren't doing their job. If they name the wrong plan, ask what made them think so and use their words.

Do it on a phone because pricing pages often break there. Wide tables get squeezed, and little notes that appear when you hover a mouse won't appear at all for someone tapping.

Ask the people who get stuck

Your best guide is the person sitting on the page right now, unable to choose. Put one question on your pricing page, and show it after someone has been there a while:

What's stopping you from picking a plan today?

Offer answers to tap, because few people type on a phone. Then act on what you hear:

A survey tells you why someone got stuck, but they still leave stuck. They needed the help while they were on the page. That's why we built Possible. It's our own product, so take this with a pinch of salt. It's an AI built on real sales psychology that asks each visitor the right question at the right moment, remembers the answers, and guides them to a sign-up. Here's more on our AI sales assistant for SaaS. It's free to start. If you have three plans with confusing names, fix the names first.

Once people can pick a plan, test one change at a time and keep what works. That's all conversion rate optimization is.

Questions about pricing pages

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