Designing the Pricing Page for a CMS Platform
Bringing clarity to self-converters and reducing load on the sales team
Project Overview
For a long time, the lack of a public pricing page created unnecessary friction. Prospects had to contact sales for any pricing info—a process that lost leads and wasted team time. I designed a pricing popup page in the CMS to enable transparent pricing access and self-service upgrades.
Business Problem
- Free-trial users could not find any licensing prices within the content management system unless they scheduled a call
- The sales team faced repetitive calls from prospects who dropped off at the pricing stage
- Users with existing licences could not upgrade on their own
✗ Poor conversion rates and user frustration due to the lack of upfront pricing.
Approach
Potential clients wanted clear feature comparisons and transparent pricing. It was essential to include the upgrade option in the CMS for self-converters or users who wanted to utilise the platform's advanced features.
An idea emerged for a pop-up pricing page triggered by the Upgrade/Pricing buttons and whenever a user encounters content limitations.
Design Solutions
As a reference, I took a pricing table from the company website and adapted it for the CMS in the following way:
- Including a free (starter) plan to map free-trial users who are within the CMS but have not purchased the licence yet, as it is not possible to view the CMS without creating an account
- Mentioned the main plan benefits and distinctions in the table, so users can compare the plans and make decisions faster
- Highlighted the recommended and most popular licence plan to reduce the cognitive load from overwhelming choices and prompt users to buy it
Website pricing page
CMS pricing pop-up modal
Iterations
User feedback from the customer success team showed that users would overlook the required field of the visitor's number (to which the licences are tied), so the input field was replaced with a more prominent slider.
Website pricing page after iterations
Results
- ✓ The sales team fielded fewer price-check calls
- ✓ More qualified prospects in the sales pipeline
Key Takeaway
By implementing sales and customer success teams' insights and focusing on user needs, I delivered a transparent B2B SaaS pricing experience that reduced friction and allowed teams to get started faster.