213. Rad pricing pages 🛼
Pricing tips and tricks from cool brands like Typeform, Webflow, and Whimsical
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Links that are worth your time:
An alternative to OKRs: the GOST framework
Asana’s “pyramid of clarity” (ht: Alfred)
Hi there 👋
Hope everyone had a happy Easter, wherever you are, however you celebrate it. We did an indoor Easter egg hunt, and I’m proud to say that I found one of the best hiding spots: inside the left and right ear pieces of my over-ear headphones. Diabolical.
Wishing you a great week,
Kevan
Pricing page inspiration
I was setting up a new Typeform survey this week (for the upcoming State of Virtual Meetings report, if you want to participate), and I ended up on the Typeform pricing page. And wow, it was unlike anything I’d seen before. You can check it out below.
The whole experience had me thinking back to some of my favorite SaaS pricing pages that I’ve bookmarked over the years. I thought I’d share them here for anyone who’s currently thinking about pricing, monetization, etc.
Before we jump in, here are a couple of my favorite overviews on SaaS pricing:
Okay, here we go with some of my favorite examples …
1. Typeform
Check it out: https://www.typeform.com/pricing/
Notice anything unusual about the Typeform prices?
That’s right, the price is the exact same for Essentials and Professional.
It’s not a type. The Essentials plan is shown as a monthly price, and the Professional plan is showed as a monthly breakdown when billed annually. What a unique way of displaying the price. In SaaS, there’s almost always a discount for paying annually, but to incentivize people even further, Typeform has gone ahead and framed their mid-level plan side-by-side with a plan with fewer features / usage / power … and at the (seemingly) same price point.
2. Basecamp
Check it out: https://basecamp.com/pricing
Basecamp is one of the rare SaaS products that still offers flat prices: simply $99/mo. Unlimited projects, unlimited users, all the features.
3. Whimsical
Check it out: https://whimsical.com/pricing
One of the things that stands out to me from the Whimsical pricing page — apart from the striking, purple color — is the callout:
We contribute 1% of purchases to fund next-generation carbon removal.
A lot of companies talk about doing good for the world. This is a great example of talking the talk and walking the walk.
4. Mailchimp
Check it out: https://mailchimp.com/pricing/
I am a sucker for a good price calculator. We had one on the Buffer Reply pricing page. Mailchimp has one of my favorite implementations, which elegantly scales as you move along the spectrum of list size.
5. Webflow
Check it out: https://webflow.com/pricing
Some companies are freemium … but they’re a little shy about it. You’ll often find an “oh by the way” freemium button buried on a pricing page.
Webflow is loudly, proudly freemium.
Their pricing page leads with the “free” messaging. It is the dominant part of the pricing page and takes up almost all the area above the fold. You have to scroll past all sorts of text and buttons if you want to see how Webflow actually makes money off their plans. That’s if you even find the pricing page in the first place: it’s not even listed in the top-level menu.
6. Basecamp (again)
Check it out: https://basecamp.com/pricing
Further down the Basecamp pricing page is this cost savings calculator: a simple graphic that shows how you can cut your costs in half with Basecamp vs. bundling multiple product alternatives.
7. Every Layout
Check it out: https://every-layout.dev/checkout/
You have to look closely to see what Every Layout is doing differently on this checkout page. It’s there at the bottom:
It costs $69 for a full licence and we have an honour system in place to help gift a free licence to those who need one the most.
There’s a whole article explaining the thinking behind the honor system. I love that they’ve expanded the accessibility of their product through a creative solution.
About this newsletter …
Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world. If you enjoy what’s in this newsletter, you can share some love by hitting the heart button at the top or bottom.💙
About Kevan
I’m a marketing exec who specializes in startup marketing and brand-building. I currently lead the marketing team at Polly (we’re hiring!). I previously built brands at Buffer and Vox.
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