In a recent video from Monetizely's YouTube channel, Akhil shares surprising insights from a DNSK design study that revealed "uglier but clearer" pricing pages converted 22% better than their more polished counterparts. The study challenges the conventional wisdom that aesthetically pleasing pricing pages automatically lead to higher conversions in the SaaS industry.
The Psychology Behind Failed Pricing Pages
Most SaaS founders fall into a common trap: they obsess over the visual appeal of their pricing pages while neglecting clarity and customer decision-making. As Akhil points out, this creates what he calls "polite doormen who never actually open the door" - pages that look professional but fail to convert.
"Most pricing pages become catalogs, not decisions, with 30 rows of micro differences, tool tips everywhere, and three primary CTAs because founders can't choose which conversation to have," Akhil explains in the video.
The results of this approach are predictable and problematic:
- Conversions remain flat
- Support teams field endless questions about what features are included
- Sales calls begin with explanations of pricing tiers rather than value discussions
Why Do Founders Create Confusing Pricing Pages?
The root cause of ineffective pricing pages is surprisingly simple - founders design for themselves, not their customers. They create pages that look impressive but trigger what psychologists call "analysis paralysis."
"The psychological trap here is founders design for themselves, not the customer. Pretty professional, but they trigger analysis paralysis where too many choices make decisions harder, not easier," Akhil notes.
When potential customers face too many options, features, and details, they become overwhelmed. Rather than making a decision, they often abandon the process altogether.
How to Fix Your Pricing Page: Reframe, Don't Redesign
According to Akhil, the solution isn't a visual overhaul but a fundamental reframing of how pricing information is presented:
- Rebuild tiers around real user journeys - Structure your pricing based on how customers actually use your product, not internal feature groupings
- Use human language - Replace technical jargon with clear descriptions that communicate value
- Eliminate "included" labels - They add visual noise without adding clarity
"The fix is not redesign. It's reframe, rebuild tiers around real user journeys, rewrite features in human language, and remove the included paid entirely," Akhil advises.
Progressive Disclosure: The Winning Approach
The study highlights "progressive disclosure" as a key principle for effective pricing pages. This approach involves:
- Showing only enough information to help customers make a decision
- Hiding complexity that creates confusion
- Limiting options to three clusters maximum
- Moving detailed limits and restrictions to a readable panel
- Clearly marking a default option as "best for most teams"
"The winning approach uses progressive disclosure. Show enough to decide, hide complexity that creates confusion," says Akhil. This technique reduces cognitive load and makes decision-making easier for potential customers.
What Your Pricing Page Says About Your Company
Your pricing page communicates more than just cost - it reflects your understanding of customers and confidence in your product. Akhil points out two telling signals that pricing pages often send:
"When every feature hides behind tooltips, you are saying we are scared to commit. When tiers follow internal logic instead of user needs, you are saying we don't understand our customers."
These subtle messages can undermine trust at the crucial moment when prospects are evaluating whether to become customers.
Clarity Beats Beauty in Conversion Optimization
The most actionable insight from the study is that clarity consistently outperforms aesthetic appeal when it comes to conversion rates. As Akhil puts it:
"Every additional choice, tooltip or asterisk increases mental effort required to make decisions. An ugly page that's clear will still sell; a pretty page that whispers will not."
This principle challenges the conventional wisdom in SaaS design that prioritizes visual appeal over functional clarity.
Auditing Your Pricing Page
If you're wondering whether your pricing page is helping or hurting conversions, Akhil offers a simple test: "Audit your pricing page today. If explaining it takes more than two seconds, you are building confusion, not conversions."
The primary goal of your pricing page should be facilitating decisions, not showcasing design skills or impressing colleagues. As Akhil concludes, "The pricing page is where trust does the paperwork. Stop optimizing for screenshots and start optimizing for decisions."
By focusing on clarity, simplicity, and customer-centered design, SaaS companies can transform their pricing pages from beautiful barriers into powerful conversion tools that drive business growth.