Your words · Pricing
Plan names don't help people choose
Names like Basic, Pro and Enterprise don't tell people which plan suits them, so some won't pick one at all.
- Applies to
- pricing pages
- Typical severity
- low
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Pricing tiers with generic names and no line saying who each plan is for.
What good looks like
Each plan names or describes who it suits.
How to fix it
Add a 'Best for…' line under each plan name, e.g. 'Best for sole traders'.
Based on
- Grid Design audit practice
Related checks
Your wordsPeople can't see what you chargeMany people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.Easy to usePeople can't tell which plan to chooseWithout a clear recommendation, undecided buyers take longer to choose, and some don't choose at all.Easy to useIt's hard to tell your plans apartIf the difference isn't obvious, people put off deciding or just pick the cheapest.
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