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  <title>
   Our 5 SaaS pricing page icks 🫣
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   And a pricing page checklist with what to focus on instead. ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­
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                 <p style="line-height:175%">
                  Hiya, there!
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  It's Andrea here!
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  How've you been? 👀 I hope your week's been good.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  I have been on a bit of a content systems kick lately after our AI Hackathon, and earlier this week I was researching tools that could help me build out some processes. Found one that looked promising. Got excited. Navigated to their pricing page and...
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Immediate ick. 🫠
                 </p>
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                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   The pricing page in question
                  </em>
                 </p>
                </div>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17637604647183_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  Every single tier just said "Start for free." Enterprise? "Talk to sales." EUGH. Immediate annoyance from me. I didn't even know how long the free trial was. I brought this to Luke (our CEO) and was glad I did because that conversation turned into one of the best breakdowns of pricing page psychology I've had in a while.
                  <br/>
                  <br/>
                  So today, let's talk about pricing page icks: what they are, why they happen, and what your pricing page should actually look like.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Make sure to grab your coffee and let's get into it. ☕
                 </p>
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                   Was this email forwarded to you?
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                      Subscribe Here
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                   📢 Calling all HubSpot users, this one's for you!
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                 <p style="line-height:175%">
                  Our Baremetrics x HubSpot integration just launched, and it's kind of a big deal. It syncs your Stripe MRR, LTV, plan type, and customer status directly into your HubSpot contacts and it updates automatically every two hours.
                  <br/>
                  <br/>
                  So your sales, CS, and marketing teams can finally work off real revenue data powered by Baremetrics right in HubSpot.
                  <br/>
                  <br/>
                  <a data-hs-link-id="0" data-hs-link-id-v2="q/iMe+VG" rel="noopener" style="color:#00a4bd" target="_blank">
                   Watch our setup video
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                  to get connected in minutes, then head to your account to turn it on.
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                      Enable the HubSpot integration in your Baremetrics settings
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                  </tr>
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              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17732487864286" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17732487864286_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h1 style="margin:0; line-height:175%; font-size:24px">
                  First, let me define "ick"
                 </h1>
                 <p style="line-height:175%">
                  An ick is that visceral ugh reaction you get when something just feels off and as I had my conversation with Luke, it  seems like pricing pages are minefield for them.
                  <br/>
                  <br/>
                  The one I ran into (hidden pricing across every tier) is probably the most common offender. But as Luke pointed out, it's not always bad practice. It depends heavily on who you are and who you're selling to.
                 </p>
                </div>
               </div>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17563100520723" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17563100520723_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <ul style="line-height:175%">
                  <li>
                   <p style="line-height:175%">
                    <em>
                     <span style="font-weight: normal;">
                      For a scrappy startup trying to convert self-serve users
                     </span>
                    </em>
                    , hidden pricing is a friction point that will cost you sign-ups.
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    <em>
                     <span style="font-weight: normal;">
                      For an established platform with big enterprise clients and a sales-led motion
                     </span>
                    </em>
                    , hiding your pricing is actually a strategy: it filters out tire kickers and pushes serious buyers toward a demo.
                   </p>
                  </li>
                 </ul>
                 <p style="line-height:175%">
                  The ick I felt wasn't because the pricing page was objectively wrong. It was because I was in comparison mode. I'm evaluating multiple tools and I just wanted a ballpark of what the tool
                  <em>
                   could
                  </em>
                  cost. Instead, they made me work for it.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  <span style="font-weight: bold;">
                   Here's the honest truth though:
                  </span>
                  your pricing page can't be designed for every buyer. It needs to be designed for
                  <em>
                   your
                  </em>
                  buyer.
                 </p>
                </div>
               </div>
              </td>
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                    <p style="font-size:1px;border-top:2px solid #6078ff;width:50%;margin:0 auto;">
                    </p>
                    <!--[if mso]>
        <table role="none" align="center" border="0" cellpadding="0" cellspacing="0" style="font-size:1px;border-top:2px solid #6078ff;width:280px;">
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            <td style="height:0;line-height:0">&nbsp;</td>
          </tr>
        </table>
      <![endif]-->
                   </td>
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                 </tbody>
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               </div>
              </td>
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            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17484506070083" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17484506070083_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  The pricing page icks (and what's actually going on)
                 </h2>
                 <p style="line-height:175%">
                  Let's walk through our top icks and the fixes.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%; font-weight:bold">
                  Ick #1: Hidden pricing (or worse, "talk to sales" on every tier)
                 </p>
                 <p style="line-height:175%; font-weight:normal">
                  As we covered, this isn't always wrong. But if you're early stage, self-serve, and trying to grow through inbound?
                  <em>
                   Show a starting price.
                  </em>
                  Even "starts from $X/month" gives buyers enough to decide whether it's worth clicking through.
                 </p>
                 <p style="line-height:175%; font-weight:normal">
                 </p>
                 <p style="line-height:175%; font-weight:normal">
                  <span style="font-weight: bold;">
                   The fix:
                  </span>
                  At minimum, show what someone's going to pay if worst comes to worst. Give them a floor.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17702303284142" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17702303284142_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%; font-weight:bold">
                  Ick #2: Ambiguous feature names
                 </p>
                 <p style="line-height:175%">
                  Luke flagged this one while we were looking at the page together: one of the tiers listed "20,000 tasks for content production." And we both stared at that for a second. What constitutes a task?
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  In the AI tool space especially, this is rampant. We're all swimming in this new token-based consumption economy and half the people buying these tools genuinely don't know what a token constitutes within the context of your product.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  <span style="font-weight: bold;">
                   The fix:
                  </span>
                  Add tooltips. Seriously. A little info icon next to "tasks" that says "A task is one action such as generating content or extracting data" takes two minutes to implement and saves customers from rage-scrolling to your FAQ section.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17732468271924" style="color: inherit; font-size: inherit; line-height: inherit;">
            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
             <tbody>
              <tr>
               <td align="center" class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; word-break:break-word; text-align:center; padding:10px 20px; font-size:0px" valign="top">
                <img align="middle" alt="Ahrefs pricing page" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FAhrefs%2520pricing%2520page.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DAhrefs%2520pricing%2520page.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NzMzMTgwMzMuNDYwNjI5Mn0:1w0f1l:JayyuOnTH3BWv6iZ7dTUv96atEcSnNzfKPCxVDptG_w" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_177325035335511" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_177325035335511_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Ahrefs' pricing page featuring a tooltip on what "crawl credits" mean
                  </em>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17732410060741" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17732410060741_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%; font-weight:bold">
                  Ick #3: No "most popular" or highlighted plan
                 </p>
                 <p style="line-height:175%; font-weight:bold">
                  <span style="font-weight: normal;">
                   When everything looks equal, people freeze. You need to tell them what to choose. A "Most Popular" badge, a highlighted column, a plan outlined in a slightly different color... something that says "hey, this one."
                  </span>
                 </p>
                 <p style="line-height:175%; font-weight:bold">
                  <span style="font-weight: normal;">
                   <br/>
                   <span style="font-weight: bold;">
                    The fix:
                   </span>
                   Pick the plan you want most customers on and make it obvious. Don't make them work for the decision.
                  </span>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
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            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
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              <tr>
               <td align="center" class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; word-break:break-word; text-align:center; padding:10px 20px; font-size:0px" valign="top">
                <img align="middle" alt="Octolens Pricing Page-1" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FOctolens%2520Pricing%2520Page-1.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DOctolens%2520Pricing%2520Page-1.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NzMzMTgwMzMuNDYwNzQ3Mn0:1w0f1l:HhmpBinEZNXCZbVu40HVKFqyBoROaaHnpCM9H5it_HI" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_177324944207310" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_177324944207310_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Our friends over at Octolens highlighting their "Pro" plan on their pricing page
                  </em>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17732412168572" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17732412168572_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%; font-weight:bold">
                  Ick #4: No annual vs. monthly toggle (or it's buried)
                  <br/>
                  <span style="font-weight: normal;">
                   If you want annual commitments (and you should, because they're better for your MRR and retention), you need to make annual pricing the default, with a clear discount shown against monthly. Don't make customers hunt for the savings.
                  </span>
                  <br/>
                  <span style="font-weight: normal;">
                   <br/>
                   <span style="font-weight: bold;">
                    The fix:
                   </span>
                   Default to annual. Show the monthly price crossed out. Make the discount obvious. Then let people opt down to monthly if they want.
                  </span>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17732491744148" style="color: inherit; font-size: inherit; line-height: inherit;">
            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
             <tbody>
              <tr>
               <td align="center" class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; word-break:break-word; text-align:center; padding:10px 20px; font-size:0px" valign="top">
                <img align="middle" alt="Riverside pricing page" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FRiverside%2520pricing%2520page.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DRiverside%2520pricing%2520page.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NzMzMTgwMzMuNDYwODYxNH0:1w0f1l:CA7z6rtqhg34wQiFZEk9p9ugzJ7bhj-6NQBaAKj7IJk" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_177325044405812" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_177325044405812_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Riverside clearly highlighting their "yearly" tab in purple
                  </em>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17732462766633" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17732462766633_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%; font-weight:bold">
                  Ick #5: The wall of features
                  <br/>
                  <span style="font-weight: normal;">
                   You've seen this one. The pricing table that goes on forever, with forty rows of feature names crammed into tiny font so it technically fits above the fold. Nobody is reading that. Nobody.
                   <br/>
                  </span>
                  <br/>
                  <span style="font-weight: normal;">
                   Luke put it well: your pricing page should feel like a poster. If you can't fit your tiers in a healthy font size without squinting, you've got too much on there.
                   <br/>
                  </span>
                  <br/>
                  <span style="font-weight: normal;">
                   <span style="font-weight: bold;">
                    The fix:
                   </span>
                   Lead with the core value props for each tier, aka just the essentials. If you have a complex product that needs a detailed breakdown, put that below the fold as an expandable section. It's the best of both worlds. Prospects get a  clean first impression, and detail available for the people who want it.
                  </span>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_177325102457613" style="color: inherit; font-size: inherit; line-height: inherit;">
            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
             <tbody>
              <tr>
               <td align="center" class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; word-break:break-word; text-align:center; padding:10px 20px; font-size:0px" valign="top">
                <img align="middle" alt="Notion Pricing page" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FNotion%2520Pricing%2520page.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DNotion%2520Pricing%2520page.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NzMzMTgwMzMuNDYwOTcwMn0:1w0f1l:1NvbKHEWxnGRHKGBAAUnu_isyVL6lyfJU2dK67OMJ7A" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_177325117006314" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_177325117006314_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   A good example of "just the essentials" from Notion
                  </em>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_175342094426314" style="color: inherit; font-size: inherit; line-height: inherit;">
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                 <tbody>
                  <tr>
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                    <p style="font-size:1px;border-top:2px solid #6078ff;width:50%;margin:0 auto;">
                    </p>
                    <!--[if mso]>
        <table role="none" align="center" border="0" cellpadding="0" cellspacing="0" style="font-size:1px;border-top:2px solid #6078ff;width:280px;">
          <tr>
            <td style="height:0;line-height:0">&nbsp;</td>
          </tr>
        </table>
      <![endif]-->
                   </td>
                  </tr>
                 </tbody>
                </table>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17562301209853" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17562301209853_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h1 style="margin:0; line-height:175%; font-size:24px">
                  Pricing page audit checklist
                 </h1>
                 <p style="line-height:175%">
                  If you're auditing your own pricing page, here's what Luke would look for:
                 </p>
                 <ul style="line-height:175%; list-style-type:circle">
                  <li>
                   <p style="line-height:175%">
                    <span style="font-weight: bold;">
                     Simple tiers with clear names
                    </span>
                    (Starter / Growth / Scale, or whatever fits your brand)
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    A
                    <span style="font-weight: bold;">
                     highlighted "most popular" plan
                    </span>
                    to guide the decision
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    <span style="font-weight: bold;">
                     Annual vs. monthly toggle
                    </span>
                    with annual as the default and the discount clearly shown
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    <span style="font-weight: bold;">
                     Tooltips on any ambiguous terms
                    </span>
                    (and if there's an FAQ at the bottom explaining it, it belongs in a tooltip up top)
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    A
                    <span style="font-weight: bold;">
                     clear, singular CTA
                    </span>
                    like free trial, book a demo, or talk to sales. Test which one converts better, but pick one per tier
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    <span style="font-weight: bold;">
                     Poster-worthy first fold
                    </span>
                    and if you're squinting, simplify
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    <span style="font-weight: bold;">
                     Detailed breakdown
                    </span>
                    below the fold for complex products, ideally as collapsible sections so people don't get lost
                   </p>
                  </li>
                 </ul>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
          </div>
          <!--[if gte mso 9]></table><![endif]-->
          <!--[if (mso)|(IE)]></td><![endif]-->
          <!--[if (mso)|(IE)]></tr></table><![endif]-->
         </div>
        </div>
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         <div bgcolor="#ffffff" class="hse-column-container" style="min-width:280px; max-width:600px; margin:0 auto; background-color:#ffffff">
          <!--[if (mso)|(IE)]>
      <table align="center" style="width:600px;" cellpadding="0" cellspacing="0" role="presentation" width="600" bgcolor="#ffffff">
      <tr style="background-color:#ffffff;">
    <![endif]-->
          <!--[if (mso)|(IE)]>
  <td valign="top" style="width:600px;">
<![endif]-->
          <!--[if gte mso 9]>
  <table role="presentation" width="600" cellpadding="0" cellspacing="0" style="width:600px">
<![endif]-->
          <div class="hse-column hse-size-12" id="column_1742595997346_0">
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            <tbody>
             <tr>
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                <table border="0" cellpadding="0" cellspacing="0" role="none" style="vertical-align:top" width="100%">
                 <tbody>
                  <tr>
                   <td align="center" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; font-size:0; word-break:break-word">
                    <p style="font-size:1px;border-top:2px solid #6078ff;width:50%;margin:0 auto;">
                    </p>
                    <!--[if mso]>
        <table role="none" align="center" border="0" cellpadding="0" cellspacing="0" style="font-size:1px;border-top:2px solid #6078ff;width:280px;">
          <tr>
            <td style="height:0;line-height:0">&nbsp;</td>
          </tr>
        </table>
      <![endif]-->
                   </td>
                  </tr>
                 </tbody>
                </table>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17563089662661" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17563089662661_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  I encourage you to pull up your pricing page right now. Not in a "I'll look at it later" way...
                  <em>
                   actually
                  </em>
                  open it.
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  Ask yourself: if a potential customer landed here while comparing you to three competitors, would they get a clear answer in 30 seconds? Do they know what tier they'd probably be on? Do they understand what they're actually getting?
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  If anything made you wince a little... that's your ick. Fix that first.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  And if you want a second set of eyes on your pricing page, hit reply. I love this stuff and I read every response. 👀
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17429435525301_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  Cheers,
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%; font-weight:bold">
                  Andrea
                 </p>
                 <p style="line-height:175%; font-weight:normal">
                  Content Marketer @ Baremetrics
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
          </div>
          <!--[if gte mso 9]></table><![endif]-->
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