Easy to use · Pricing
It's hard to tell your plans apart
If the difference isn't obvious, people put off deciding or just pick the cheapest.
- Applies to
- pricing pages
- Typical severity
- medium
- Effect on conversions
- high
- Effort to fix
- Takes some time
What to look for
Plans list long feature lists with the differences buried, no comparison table, no "everything in X, plus…", or vague limits ("limited", "unlimited*").
What good looks like
The difference between plans is obvious at a glance and limits are stated.
How to fix it
Start each plan with what it adds, like 'Everything in Starter, plus…', and state the limits clearly.
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.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.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.
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