Pricing Table
What is Pricing Table?
A pricing table is a structured visual comparison of a SaaS product's subscription plans. It typically shows two to four tiers side by side, each with a price, a feature checklist, and a CTA button. The goal is to help buyers self-select the right plan with minimum friction.
In SaaS, the pricing table is often the last piece of content a prospect sees before making a purchase decision. A well-designed pricing table reduces cognitive load, highlights the recommended plan, and answers the three most common objections: "What do I get?", "Is it worth it?", and "What happens if my needs change?"
The pricing table is distinct from the pricing page - the table is the comparison component, while the pricing page is the full page experience including FAQs, social proof, and billing toggles.
Why it matters for SaaS
Pricing tables sit at the bottom of the funnel. By the time a visitor reaches the pricing table, they are already interested - the table's job is to close, not convince. A confusing pricing table (too many tiers, unclear feature distinctions, missing CTAs) can kill conversion even when the product and price are right.
Research from SaaS pricing experts suggests that 3 tiers converts better than 2 or 4, and that visually highlighting a "recommended" or "most popular" tier can increase upgrades to that tier by 20-30%.
Key characteristics
- 2-4 tiers (3 is the SaaS standard) arranged in columns or cards
- A clear price per tier, with monthly/annual toggle for billing flexibility
- A feature checklist per tier, with checkmarks and crosses for clarity
- A visually differentiated "recommended" or "most popular" tier
- One CTA per tier, with action-specific labels ("Start free", "Book demo", "Contact sales")
- An enterprise/custom tier for large accounts, often without a displayed price
When to use Pricing Table
Subscription SaaS products
Any product with multiple subscription tiers needs a pricing table. It's the standard conversion interface for PLG and sales-led SaaS.
Pricing pages
The pricing table is the centrepiece of the pricing page. Everything else on the page - FAQs, social proof, guarantees - supports the table.
Inline upgrade prompts
Within the product itself, a simplified pricing table can be used in upgrade modals and upsell flows.
Best practices
Highlight one plan as "Most Popular"
The anchoring effect makes the highlighted plan feel like the safe, validated choice. Most SaaS products should highlight their middle or growth tier.
Annual billing as default
Show annual pricing by default (with monthly available via toggle). It anchors the perceived price lower and incentivises longer commitment.
Use outcome-based feature labels
"Up to 50 users" is a limit. "Collaborate with your whole team" is a benefit. Lead with outcomes where possible.
Put the most important features at the top
Users scan top-to-bottom. Lead with the two or three features that matter most to your buyer persona. Don't bury the key differentiator.
Add a one-line description under each plan name
"For solo founders" / "For growing teams" / "For scaling companies" - this anchors each tier to a buyer identity and reduces overthinking.
How CRISP scores this
Intelligent UX applies directly to pricing tables - clear tier differentiation, an obvious recommendation, and friction-free CTAs signal smart design decisions.
A pricing table must communicate who each plan is for instantly. Tier names and one-line descriptors are the primary Contextual signal on pricing pages.
A polished, confident pricing table with clear value signals conveys product credibility. A cluttered or confusing table raises doubt.
See how SaasCrisp scores real SaaS websites on all five CRISP dimensions. Learn about the CRISP framework →
Frequently asked questions
How many pricing tiers should a SaaS product have?
Three is the SaaS standard: a starter tier (low barrier to entry), a growth tier (the recommended plan), and a scale/enterprise tier (high-touch, often custom). More than four tiers creates choice paralysis.
Should I show pricing on the website or hide it?
Show it. Research consistently shows that hidden pricing increases prospect suspicion and reduces qualified demo requests. The exception is pure enterprise sales where pricing is genuinely bespoke - in that case, lead with outcomes and offer a demo CTA.
How do I handle "Contact sales" pricing for enterprise tiers?
Include the enterprise tier in the pricing table even without a price. Label it with "Custom" or "Talk to us" and include 2-3 marquee features that signal enterprise readiness (SSO, dedicated support, SLAs). This frames the enterprise tier without hiding it.