Redesigning SaaS Pricing to Increase Conversions
Overview
The old pricing page was long, confusing, and caused users to frequently ask support how pricing worked. I redesigned the entire pricing experience to simplify the layout, highlight value, and clarify add-ons. This increased direct purchases by 40%, reduced customer queries by 80%, and increased scroll depth from 20% to 70%.
Challenge
The challenge required restructuring pricing to improve clarity and decision-making. Additional challenges included :
No differentiation between pricing tiers.
Add-ons were misunderstood and felt like “extra charges”.
Users didn’t understand what they were buying.
Extremely long page; poor readability.
Too many options to choose from
Objective & Goal
To deliver a clear, conversion-optimized pricing experience that improves comprehension and reduces support dependency.
Process
The redesign started with restructuring the information architecture to reduce cognitive load. I reorganized pricing tiers, clarified value differences, applied visual hierarchy, and introduced interactive unlockable sections to gamify add-ons. This process included simplifying layout, improving copy, and aligning design with user expectations. Therefore, my process included:
Information Architecture Rewrite
Restructuring Pricing Cards + Feature Comparisons
Gamification of “Unlock Features” Section (add-ons)
Include Boost Section for one-time bandwidth purchases
Add clear CTAs with plan highlights
Scroll depth optimization (collapsing long tables)
Result
Redesigned the onboarding experience for a global CDN SaaS platform to improve user activation and retention. By simplifying the flow, refining plan categorization, and integrating customer segmentation, the redesign achieved 84% more direct purchases, 33% fewer inactive users, and a 78% boost in monthly revenue — proving the power of data-driven UX design in SaaS environments.
Learnings
Applying strong visual hierarchy, anchoring, and clear IA restructuring made it easier for users to understand complex plans at a glance. Turning add-ons into “Unlock Features” reframed them as upgrades rather than extra charges, improving perception and decision-making.
Additional Learnings:
Copy and framing heavily influence user trust.
Scannable layouts reduce comparison friction.
Gamified elements can enhance value recognition.
Tools That Shaped This Project
You’ve seen the results now see