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Page checklist

Pricing page UX checklist

People on your pricing page are close to deciding. These checks look for anything that makes the decision harder: unclear prices, hidden costs, confusing plans and unanswered questions.

If you only do three things

  1. Show the full price, including VAT and any fees, next to every plan.
  2. Make the difference between plans obvious in one glance.
  3. Answer the top three doubts (cancelling, refunds, what happens next) on the page itself.

Checks written for pricing pages (11)

Your wordsPeople's usual questions and worries aren't answeredUnanswered worries about cost, timing or fit are a common reason people don't get in touch.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.Your wordsPlan names don't help people chooseNames like Basic, Pro and Enterprise don't tell people which plan suits them, so some won't pick one at all.TrustThere are no reviews or recommendations on your pagePeople want to see that others chose you and were happy. Without that, many will pick someone who shows it.TrustPeople can't see a guarantee or returns promiseA clear guarantee or returns promise takes the risk out of buying. Without one, some people will hold back.TrustPeople may pay more than the price shownThe law requires prices to include any fees people can't avoid, and you could be fined. Surprise costs also lose sales and trust.TrustPeople can't see how billing or cancelling worksPeople hold back if they're unsure when they'll be charged or how to stop. The law also requires you to tell them before they sign up.Easy to useToo many buttons, so people don't know which oneWhen everything looks equally important, people hesitate. Fewer of them get in touch.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.Easy to usePeople can't see what they save by paying yearlyIf paying yearly is cheaper but the saving isn't shown, fewer people are likely to pick it.

General checks that matter most here (22)

Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.TrustYour reviews are hidden far down the pagePeople have doubts just before they get in touch or buy. Reviews tucked away at the bottom won't reassure them then.TrustYour reviews don't say who wrote themA quote from 'J.S.' could have been written by anyone, so people are less likely to believe it.TrustYour reviews are too vague to convince anyone'Great service!' tells people nothing. Reviews that mention a real job or result are far more convincing.TrustYour reviews look too perfect to be realWhen every review is five stars and sounds the same, people suspect they're fake and trust you less.TrustYour client logos don't say what you didLogos only help if people recognise them and know how you worked together. Otherwise they're just decoration.TrustThere are no examples of your work or resultsPeople want to see what you've done for someone like them before they get in touch. Without examples, many won't.TrustYour awards and memberships aren't shownBadges from trade bodies, awards or the press are quick proof you're the real deal, especially for trades and professional services.TrustYour reviews look old or have no datesRecent reviews show you're still trading and still good. Old or undated ones make people wonder.TrustPressure messages like 'only 2 left' look fakeFake-looking urgency puts people off. The law treats misleading urgency as unfair, and you could be fined.TrustPeople can't easily say no to cookies or marketingThe law requires an equally clear way to say no, and pre-ticked boxes don't count as consent. You could be fined, and it feels sneaky.TrustYour 'no thanks' wording makes people feel guiltyButtons like 'No, I don't like saving money' annoy people and make your business look pushy.TrustPeople can only try it by booking a demoMany people want to look around before talking to sales. If a demo call is the only option, you'll lose some of them.TrustThere's no information on how you keep data safeBusiness customers often need security answers before they can buy. Without them, deals slow down or stall.TrustPeople can't see what your software works with'Does it work with what we already use?' is one of the first questions buyers ask. If you don't answer it, they may look elsewhere.TrustNothing helps people compare you with competitorsPeople compare options anyway. If you don't help, they'll read a competitor's comparison instead.Easy to usePeople can't see what to do nextPeople ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.Easy to useOn long pages, your button is out of reachPeople make up their minds at different points. If the button isn't nearby when they do, some won't bother.Easy to usePeople must do too much before getting anything backEvery extra step or question loses some people before they get in touch.Easy to useThere's no button at the top of your pagePeople ready to get in touch need something to tap straight away. Without it, some will leave.

Checklists for other pages

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