A new trend in pricing pages at SaaS applications

<Wordpress has eaten up 4 versions of this post, so I am removing all images and only providing links, apologies>.

The pricing and signup page of any SaaS application is the most critical part, which is the main reason companies spend weeks and months, A/B testing and validating pricing, options and packages.

A new trend I have noticed in 2 particular websites – Highrise and GetBallPark is something very different from most websites.

If you did not go to the links above and notice the change – they have put their highest priced offering on the left and the least priced offering on the right.

This was counterintuitive to me at first, since “everyone else” does the exact opposite. Progressively expensive options should go from left to right.

Most website heatmap track research suggests users read from top to bottom and left to right. So, I guess there are higher chances of getting someone to sign up for your highest priced offering if you put it on the left.

Any other reason others might think of designing the price offerings the “opposite” way?

4 thoughts on “A new trend in pricing pages at SaaS applications”

  1. Perhaps it’s human nature to go “too expensive, too expensive, too expensive, looks good *click* “. They automatically reject prices (left to right) till the right one comes along. You can maximize revenue by making the user click the highest price they can support. You’d lose that if you listed the other way.

  2. If highest price is what you see first, then that becomes the anchor price in your mind. In tests most people end up buying the middle priced option, so probably having a higher price as anchor could make the conversion slightly higher. Just a guess.

  3. I think it is to do with psychology. When users see the $100 first and then $50, they think the $50 is priced reasonable compared to the alternatives. The $100 sets a watermark and $50 is below that. They also think that many people might be buying the $100, and as a “smart” guy they are getting the good deal at $50. However, if they do the reverse some users will go like “$50? expensive. $100? You are ripping me off. Close session”.

    Fwiw, this is the same thing that goes in many discounts, sales, deals etc. First, you set a high baseline and then offer something low that the “value buyers” will grasp immediately.

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