Pricing Sections
Pricing sections display your plans, packages, or pricing options in a clear, compelling format that helps visitors choose the right option and take action. They're crucial for converting visitors into customers. This guide shows you how to create effective pricing sections that drive sales.
What Are Pricing Sections?
Pricing sections present your pricing plans, packages, or service options in an organized, comparison-friendly format. They help visitors:
- Compare different options quickly and easily
- Understand what's included in each plan or service
- See clear value propositions for different price points
- Take action with compelling calls-to-action
Think of pricing sections as your sales presentation - they should make the buying decision as easy as possible.
When to Use Pricing Sections
Perfect for:
- Pricing pages - Main pricing presentation for your business
- Service pages - Show different service levels or packages
- Product pages - Display product variants or bundles
- Landing pages - Focused conversion for specific offerings
- Subscription services - Monthly/yearly plan comparisons
Best placement: After value has been established through features, benefits, and social proof.
[Screenshot: Examples of pricing sections in different contexts]
Pricing Section Elements
Header Content
Eyebrow Heading
- Purpose: Context for the pricing information
- Examples: "Pricing Plans", "Choose Your Package", "Investment Options"
- Keep brief: 1-3 words maximum
Main Heading
- Purpose: Compelling title that frames value, not just cost
- Examples: "Plans That Grow With Your Business", "Simple, Transparent Pricing"
- Best practice: Focus on value and benefits, not just "our prices"
Body Content
- Purpose: Brief explanation or value proposition
- Examples: "All plans include our core features with 30-day money-back guarantee"
- Include guarantees: Risk reduction statements build confidence
Billing Toggle (Optional)
When to Use Monthly/Yearly Toggle:
- Subscription services with different billing cycles
- Software as a Service (SaaS) products
- Membership sites or ongoing services
- Any service where you want to encourage annual payments
Benefits of Billing Toggle:
- Encourages annual payments with discount visibility
- Shows pricing flexibility to accommodate different needs
- Reduces price shock by showing lower monthly amounts
- Simplifies presentation by showing both options clearly
Pricing Plan Items
Each pricing plan contains:
Name (Required)
- Purpose: Clear title for the plan or package
- Examples: "Starter", "Professional", "Enterprise", "Basic Website Package"
- Best practice: Use names that indicate value level or target audience
Featured Badge (Optional)
- Purpose: Highlight recommended or popular plans
- Display: "Most Popular", "Best Value", "Recommended" badge
- Use sparingly: Only on 1 plan per section for effectiveness
Description (Recommended)
- Purpose: Brief tagline or target audience description
- Examples: "Perfect for small businesses", "Everything you need to grow"
- Length: 3-8 words, clear value proposition
Pricing Information:
- Monthly Price: Regular monthly cost
- Yearly Price: Annual pricing (if billing toggle enabled)
- Billing Period: "per month", "per year", "one-time"
- Currency symbols: Automatically formatted ($, €, £, etc.)
Features List (Essential)
- Purpose: What's included in this plan
- Format: Simple text, one feature per line
- Best practice: Start with most important features
- Include limits: "Up to 10 users", "5GB storage", "24/7 support"
Call-to-Action:
- Button Text: "Get Started", "Choose This Plan", "Buy Now"
- URL: Link to checkout, signup, or contact page
- Style: Primary, Secondary, or Ghost button styling
- Target: Same window or new tab opening
[Screenshot: Anatomy of pricing plan showing all elements]
Types of Effective Pricing Strategies
Tiered Pricing (Most Common)
Three-Tier Structure
- Basic/Starter: Entry level with essential features
- Professional/Business: Most popular with advanced features
- Enterprise/Premium: Full-featured for largest customers
Example SaaS Pricing:
**Starter** - $29/month
Perfect for individuals and small teams
• Up to 5 users
• 10GB storage
• Email support
• Basic reporting
**Professional** - $79/month (Most Popular)
Ideal for growing businesses
• Up to 25 users
• 100GB storage
• Phone + email support
• Advanced reporting
• API access
**Enterprise** - $199/month
Built for large organizations
• Unlimited users
• Unlimited storage
• Priority support
• Custom reporting
• White-label options
Service Package Pricing
Project-Based Services
**Website Essentials** - $2,500
Perfect for small businesses
• 5-page website
• Mobile responsive design
• Basic SEO setup
• 30 days support
**Business Growth** - $5,000 (Best Value)
Everything your business needs
• 10-page website
• Advanced SEO optimization
• Contact form integration
• 90 days support
• Google Analytics setup
**Enterprise Solution** - $10,000
Complete digital presence
• Unlimited pages
• E-commerce functionality
• Custom integrations
• 6 months support
• Monthly strategy calls
Product Bundle Pricing
Physical Products
**Basic Package** - $199
Get started with essentials
• Core product
• Basic accessories
• Digital guide
• 1-year warranty
**Complete Package** - $349 (Save $50)
Everything you need
• Core product
• Premium accessories
• Video training course
• 2-year warranty
• Free shipping
**Professional Package** - $599 (Save $150)
For serious users
• Core + advanced product
• Complete accessory kit
• 1-on-1 training session
• 3-year warranty
• Priority support
[Screenshot: Examples of different pricing strategy types]
Display Modes and Options
Standard Pricing Mode
Best for: Services, software, subscriptions Features:
- Clear price emphasis with large, prominent pricing
- Feature comparison across different tiers
- Call-to-action buttons for each plan
- Popular plan highlighting
Products Mode
Best for: Physical products, courses, bundles Features:
- Product-focused presentation with images
- Bundle savings and value emphasis
- Add-to-cart functionality
- Inventory or availability indicators
Content Alignment Options
Center Alignment (Most Popular)
- All content centered within each pricing card
- Clean, professional appearance
- Easy comparison across plans
- Works well for most pricing presentations
Left Alignment
- Text-heavy pricing with detailed descriptions
- Professional services with complex offerings
- B2B pricing with detailed feature lists
- Better for longer feature descriptions
Writing Effective Pricing Content
Plan Names That Convert
Value-Focused Names
- ✅ "Growth Plan" (implies expansion and success)
- ✅ "Pro Plan" (suggests professional capabilities)
- ❌ "Plan 2" (meaningless to customers)
Audience-Targeted Names
- ✅ "Small Business" (clear target market)
- ✅ "Enterprise" (indicates scale and features)
- ❌ "Silver/Gold/Platinum" (unclear value differences)
Benefit-Driven Names
- ✅ "Complete Package" (comprehensive solution)
- ✅ "Essentials" (covers basic needs)
- ❌ "Option A" (no meaning or appeal)
Feature Lists That Sell
Lead with Benefits, Include Details
- ✅ "24/7 support (phone, email, chat)"
- ✅ "Unlimited storage (never worry about limits)"
- ❌ "Customer service available"
Use Specific Numbers
- ✅ "Up to 100 team members"
- ✅ "5GB storage included"
- ❌ "Team collaboration features"
Include Emotional Benefits
- ✅ "Peace of mind with 99.9% uptime guarantee"
- ✅ "Save 10+ hours per week with automation"
- ❌ "Automation features included"
Address Common Concerns
- ✅ "Cancel anytime, no long-term contracts"
- ✅ "Free migration from your current provider"
- ✅ "30-day money-back guarantee"
Pricing Psychology Techniques
Anchor High Prices First
- Show enterprise pricing first to make other plans seem reasonable
- Use crossed-out prices to show savings
- Highlight annual savings percentage
Popular Plan Positioning
- Place most popular plan in center position
- Use visual highlighting (different color, "Most Popular" badge)
- Make it slightly larger or more prominent
Value Emphasis Over Price
- Lead with value proposition, then show price
- Include "save X%" messaging for annual plans
- Show price per user or unit when beneficial
[Screenshot: Pricing psychology examples and techniques]
Advanced Pricing Features
Billing Toggle Implementation
Monthly vs Yearly Display
Billing Toggle: [Monthly] [Yearly - Save 20%]
**Professional Plan**
Monthly: $79/month
Yearly: $63/month (billed annually as $756)
Benefits of Annual Billing
- Discount percentage clearly shown
- Total savings calculated automatically
- Cash flow benefits for your business
- Customer commitment and retention
Rich Text in Features
Formatting Options:
- Bold text for emphasis on key features
- Links to detailed feature explanations
- Line breaks for better organization
- Icons or symbols for visual enhancement
Example Rich Text Features:
**Starter Plan Features:**
✓ **Unlimited projects** - No restrictions on what you can build
✓ **24/7 email support** - Get help when you need it
✓ **[Advanced analytics →](analytics-page)** - Detailed insights and reporting
✓ **30-day free trial** - *No credit card required*
✓ **99.9% uptime guarantee** - Your site stays live
Custom Pricing Options
Contact for Pricing
- Enterprise plans with custom requirements
- High-volume discounts that need calculation
- Custom integrations or development work
- Government or educational pricing
Example Enterprise Plan:
**Enterprise** - Contact for Pricing
For organizations with specific needs
• Custom user limits
• Dedicated account manager
• Custom integrations available
• SLA guarantees
• White-label options available
[Contact Sales] [Request Demo]
Industry-Specific Examples
Software as a Service (SaaS)
Marketing Automation Platform:
**Starter** - $49/month
Perfect for small businesses
• Up to 1,000 contacts
• Email campaigns
• Basic automation
• Email support
**Growth** - $129/month (Most Popular)
Built for growing companies
• Up to 10,000 contacts
• Advanced automation
• A/B testing
• Phone + email support
• Integrations
**Professional** - $299/month
For marketing teams
• Up to 50,000 contacts
• Advanced segmentation
• Custom reporting
• Priority support
• Custom integrations
Professional Services
Digital Marketing Agency:
**Essential** - $2,500/month
Foundation for online growth
• SEO optimization
• Google Ads management
• Monthly reporting
• Email support
**Growth** - $5,000/month (Best Value)
Comprehensive digital presence
• Everything in Essential
• Social media management
• Content creation (8 posts/month)
• Conversion optimization
• Bi-weekly strategy calls
**Enterprise** - $10,000/month
Full-service marketing partnership
• Everything in Growth
• Advanced analytics & attribution
• Video content creation
• Dedicated account manager
• Weekly strategy sessions
E-commerce/Physical Products
Software Course Bundle:
**Core Course** - $197
Learn the fundamentals
• 4-hour video course
• Downloadable resources
• Community access
• 30-day guarantee
**Complete Package** - $397 (Save $100)
Everything you need to succeed
• Core course content
• 12 bonus modules
• Live monthly Q&A sessions
• Private mastermind group
• Lifetime updates
**Done-With-You** - $997 (Save $300)
Get personal guidance
• Complete package content
• 3 one-on-one coaching calls
• Personalized action plan
• Email support for 90 days
• Graduation certificate
[Screenshot: Industry-specific pricing examples]
Mobile and Conversion Optimization
Mobile-First Design
Single Column Layout
- Stacks plans vertically on mobile devices
- Maintains readability of all pricing information
- Keeps buttons accessible with appropriate touch targets
- Preserves visual hierarchy and plan comparison
Touch-Friendly Elements
- Large CTA buttons easy to tap with thumbs
- Appropriate spacing between interactive elements
- Clear plan boundaries for easy scanning
- Readable text sizes at mobile scale
Conversion Rate Optimization
Reduce Decision Fatigue
- Limit to 3-4 plans maximum for clear comparison
- Highlight recommended plan prominently
- Use consistent information hierarchy across plans
- Remove unnecessary options that complicate choice
Build Trust and Reduce Risk
- Include guarantees prominently ("30-day money-back guarantee")
- Show security badges for payment processing
- Include testimonials near pricing when possible
- Provide contact information for questions
Create Urgency When Appropriate
- Limited-time discounts with countdown timers
- Availability constraints for exclusive plans
- Seasonal promotions with clear end dates
- Early bird pricing for new product launches
Testing and Optimization
A/B Testing Ideas
Plan Structure
- 3 vs 4 plans - test optimal number of choices
- Plan positioning - different arrangement orders
- Feature emphasis - which features to highlight most
Pricing Presentation
- Monthly vs annual default display
- Price anchoring - showing highest price first vs last
- Discount messaging - percentage vs dollar amount savings
Call-to-Action Optimization
- Button text - "Get Started" vs "Buy Now" vs "Choose Plan"
- Button styling - different colors and prominence levels
- Multiple CTAs - contact sales option vs direct purchase
Key Metrics to Track
Conversion Metrics
- Plan selection rates - which plans are chosen most
- Completion rates - how many complete purchase after clicking
- Revenue per visitor - overall effectiveness of pricing page
User Behavior
- Time spent comparing plans
- Scroll depth - do visitors see all plans
- Click patterns - which elements get most interaction
Business Impact
- Average order value - are customers choosing higher plans
- Customer lifetime value - do different plans retain better
- Support burden - do certain plans create more support needs
Common Pricing Mistakes to Avoid
Content and Strategy Mistakes
Too Many Options
- Analysis paralysis from too many choices
- Complex comparison that overwhelms visitors
- Unclear differentiation between plan levels
Poor Feature Communication
- Technical jargon that customers don't understand
- Vague descriptions that don't convey value
- Missing key information customers need to decide
Weak Value Proposition
- Price-focused messaging instead of value-focused
- No clear recommendation or guidance for choice
- Missing risk reduction elements (guarantees, trials)
Design and UX Mistakes
Inconsistent Presentation
- Different information types across plans
- Varying content lengths that break visual balance
- Inconsistent styling or formatting
Poor Mobile Experience
- Unreadable text on mobile devices
- Difficult button tapping due to size or spacing
- Broken layouts that don't adapt properly
Hidden or Confusing Pricing
- Important details in fine print
- Unclear billing cycles or additional fees
- Complicated calculation or discount structure
Troubleshooting Pricing Sections
Common Content Issues
Pricing Seems Too High
- Add more value to higher-tier plans
- Include comparison to competitor pricing
- Emphasize ROI and value received
- Offer payment plans or trial periods
Plans Look Too Similar
- Clarify differentiation between plan levels
- Add unique features to each tier
- Use clear progression of value
- Emphasize target audience for each plan
Poor Conversion Rates
- Simplify plan structure and reduce choices
- Add risk reduction elements (guarantees, trials)
- Improve value communication in features
- Test different pricing strategies
Technical Issues
Layout Problems
- Check plan content lengths for consistency
- Verify responsive behavior on all devices
- Test with different numbers of plans
- Ensure proper spacing and alignment
Button and Link Issues
- Verify all CTA buttons link correctly
- Test purchase flow from pricing page
- Check mobile tap targets and functionality
- Ensure consistent styling across plans
Performance Problems
- Optimize any plan images or graphics
- Test loading speed with multiple plans
- Monitor for slow rendering on mobile
- Minimize external dependencies
Next Steps
Now that you understand pricing sections:
- Analyze your current pricing strategy and presentation
- Learn about Steps Sections for explaining processes
- Explore Post Grid Sections for content display
- Study successful pricing pages in your industry
Need More Help?
- Review Working with Sections for editing basics
- Check Design System for pricing section styling
- Read FAQ for common questions
Remember: Effective pricing sections don't just show prices - they communicate value, reduce risk, and guide visitors toward the best choice for their needs. Focus on making the buying decision as easy and confident as possible!