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A pricing table is the row of plan cards on a pricing page. Each card shows a plan name, a price, the main features and a button.
It’s one of the most visited parts of any SaaS website. People who reach it are seriously weighing you up, so small design choices here have a big effect.
What goes in a SaaS pricing table
Most pricing tables use the same building blocks:
| Element | Job |
|---|---|
| Plan name | A short label that hints at who it’s for, like Starter, Team or Enterprise |
| One line description | Says who the plan suits, in plain words |
| Price and unit | The number plus what it’s charged on, such as per user per month |
| Billing toggle | Switches between monthly and annual prices |
| Key features | The handful of things that make this plan different from the one below |
| CTA button | The next step, like “Start free trial” or “Contact sales” |
| Highlight | A badge or border on the plan you recommend most |
Below the cards, most pages add a full feature list, an FAQ and some proof such as customer logos or reviews.
Why pricing tables matter for conversion
A visitor on your pricing page is asking two questions: “Can I afford this?” and “Which one is for me?” The table should answer both in seconds.
Clear visual hierarchy does most of the work. If one plan is highlighted, the buyer has a sensible default and doesn’t have to compare every line.
The table is also where doubts show up. Short notes under the button, like “No credit card required” or “Cancel any time”, deal with those doubts right where the decision happens. That’s risk reversal in action.
Pricing table vs comparison table
The two usually sit on the same page, but they do different jobs.
The pricing table is the summary. It shows each plan’s price and only the features that set it apart. It’s built for a fast decision.
The comparison table is the detail. It lists every feature in rows, with each plan in a column, so careful buyers can check the exact thing they need.
Put the pricing table first. Most people only need the summary. Those who want detail will scroll or click “Compare all features”.
Pricing table best practice
- Name plans after buyers, not metals. “Team” and “Business” tell people more than “Silver” and “Gold”.
- Lead with differences. Start each card with “Everything in Starter, plus…” rather than repeating the same list.
- Make the unit clear. “$20” means little. “$20 per user per month, billed annually” leaves no room for surprise.
- Be honest with the annual toggle. If annual is the default, say so clearly so the monthly price isn’t a shock at checkout.
- Give every plan one CTA. One button per card, worded for that plan’s buyer.
- Keep it readable on mobile. Stacked cards work better than a squeezed four column grid. Put the recommended plan first or make it easy to swipe to.
Common pricing table mistakes
- Too many plans. Five or six options make buyers work too hard. Many just leave.
- Feature lists nobody understands. Internal names like “Advanced Workflows Pro” mean nothing to a new visitor. Describe what the feature does.
- Hiding everything behind “Contact sales”. It’s fine for enterprise. On every plan, it pushes away buyers who want to start on their own.
- No answer to “what happens next?” If the button says “Get started”, the buyer should know whether that means a sign up form, a trial or a call.
- Forgetting the FAQ. Billing, limits and cancellation questions belong right below the table, not buried in a help centre.
Treat your pricing table as a decision tool. If a buyer can’t work out which plan to pick, that’s a design problem, not a pricing one.