Design, UI, UX, Insights, Website Examples
Pricing Page Design Patterns That Improve User Choice
A practical guide with tips and examples
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- December 30th, 2025
A practical guide to pricing page patterns for SaaS and digital products, with common structures, feature tables, strategies, and examples.
Your pricing page can make or break a product, because it’s the place where users decide if your offer fits their needs and budget, as well as their confidence level. This is why we wrote this practical guide to break down common pricing patterns and why they work, then show you how layout, psychology, and feature presentation influence real decisions. You’ll also see examples from real products and practical ways to apply them, so your pricing page becomes persuasive and easier for users to act on.
Two-tier and three-tier structures
Most users arrive on a pricing page with the simple goal to find the plan that fits their budget and their needs without too much thinking. This is why a clean two-tier or three-tier structure gives them that clear path forward. When you use this structure, you help your potential clients understand your offer fast, and you also lower the chance of them freezing up in front of too many choices.
What does it look like in practice?
A potential client lands on your page and scans the first row of plans. You have chosen a three-tier setup to give that user a natural middle option that feels safe. Your mid plan usually covers the default use case, so the user treats it as the anchor for value. They will then, of course, compare it to the lower and higher tiers and find that the differences feel easier to judge.
Now, the two-tier layout fits simpler products. For example, a design kit with a small set of extra features in the pro plan. The user will see the split, check if they need the extra tools, and decide quickly.
And last, loss aversion also influences the decision. Once a user looks at the feature list, they start to notice what they lose if they drop to the lower tier. This is a very powerful way to create a shift in perspective and it pushes potential clients toward the plan that feels safer (your best value proposition, which is the mid-tier).
When to use the two-tier patterns
A two-tier layout works best for you when your product is simple and the difference between plans is small. This way, users won’t need to weigh a long list of options, and will decide quickly.For example, a lightweight task manager can offer a basic free plan and a pro plan with extra boards and automation. Users will understand immediately what each plan includes with no confusion about what they actually need.
When to use the three-tier patterns
A three-tier structure fits products that have clear jumps in limits or features, or when you serve a broad audience with varied needs. The middle plan often becomes the natural reference point, making it easier for users to compare higher and lower tiers.This is usually the case for SaaS tools, for example, let’s say a SaaS invoicing tool. It can offer three plans (Starter, Professional, and Enterprise). The Starter will be enough for freelancers, Professional for small teams, and Enterprise for larger companies that need the advanced features. Users here will be able to see which tier matches their situation immediately.
How does the layout support this?
Consider using short plan titles to help users figure out who each option serves. Strong contrast on prices also keeps the table easy to scan. In addition, a CTA under the feature list can also build a natural flow from “What do I get?” to “Do I want to act on this?”.
Examples:
Most popular highlight
Well, in some cases, you may really need to include more than three tiers in your table. Although this is not a good practice and the existence of many options can confuse the user, there’s still a powerful tool you can use to prevent them from leaving your website and that is a highlighted Most Popular plan.
This is an instant cue that will give users a gentle guide toward an option that feels trusted. It will, therefore, reduce doubt without pressure and also help them feel more confident in the final choice.
Consider using a Most Popular cue for your best value plan, no matter if you’re using a two or three or more tiers structure.
What does it look like in practice?
Your potential client scrolls down your pricing table and pauses at the mid plan, where they see a small badge that says “Most popular”. This will immediately signal to that user that other customers gravitate toward this choice. They will then decide to study the plan and see what it offers, and it will feel safe and balanced, so the user will most likely treat it as the standard reference point.
Another psychological effect of that highlight is that you’ve now created an anchor. This means that your highlighted plan (usually the mid plan)is now the baseline, and the other plans are variations. As a result, the user will no longer feel the need to evaluate every plan equally.
When to use a highlighted mid-tier
Do this when you want to give guidance without pressuring the user. This plan usually combines value and popularity, which helps hesitant users land on the choice that most customers select.A highlighted mid-plan can suit a marketing automation platform. Users who pause between plans would usually go for the Most Popular tier because it balances price and features.
How does the layout support this?
Here you can use any of the visual hierarchy rules you know about colors, typography, position, and size (with measure). You can also add a badge near the title to draw attention without too much noise. Most companies make the highlighted tier in a slightly taller card and give it a visually primary CTA button.
Examples:
Monthly/ annual toggle
Another thing users will try to compare, aside from the plans, is the short-term and long-term costs. If they need to guess and calculate in their heads, this may lead to hesitation. You can easily prevent that with a clear toggle where you put both prices on the page so the user can see the real difference without effort. Of course, the best possible practice here is also to put some discount for annual subscriptions compared to monthly.
What does it look like in practice?
When your potential client lands on your pricing page, they will check the monthly rate first. That total for a full year usually looks steep once they do the mental math, but since you’ve put a yearly option, the user will see two honest numbers and no hidden deals, so they’ll feel in control. If there’s an annual discount, even better.
Loss aversion can come into play here as well if you discount the annual fee. This way, the higher monthly total will feel like money they could avoid losing, compared to the yearly plan, which is a smarter route. The choice still feels voluntary because nothing pushes them toward a commitment they don’t want.
When to use a monthly/annual toggle
Use a monthly/annual toggle for products with predictable usage or seasonal discounts. It helps users understand potential savings without feeling forced into a longer commitment.This works for any product where you can offer an annual plan with a discount, let’s say 20% off. Users can flip between the two options and see the total cost immediately. When you also have clear labeling and a well-structured layout to keep the numbers understandable, it will lower any hesitation.
How does the layout support this?
Use a toggle with clear Monthly and Annual labels to remove uncertainty. Icons alone rarely give enough clarity, this is why these labels are a must. The yearly discount works best once it sits beside the actual price. In terms of UX, make sure the layout is stable and keeps the entire table in place so it won’t jump or reload the entire page when the user switches modes.
Examples:
Feature breakdown and add-on structure
Once a user decides on a tier based on popularity and price value, they will want to know exactly what they get at this tier. This is why it’s a best practice to follow with a feature table that proves your product fits their workflow.
What does it look like in practice?
Any potential client who manages a complex process with many moving parts will head straight to the features table, maybe even before the pricing table. They’ll look for a simple grid with limits, depth, and upgrade paths. The table should have columns for each tier, so that the user will be able to compare plans across a single row and spot differences in seconds.
Anchoring plays a quiet role here. The top plan shows the product at full strength. Every tier under it becomes easy to evaluate because the trade-offs sit in plain sight. The user will then see what they’ll keep, lose, and where an add-on might fill a gap.
When to include a feature breakdown
The feature table is mandatory for complex products or services aimed at power users. Make it in a grid, especially when the differences between tiers involve limits, add-ons, or advanced options.For example, this will work perfectly for a customer support platform with features like ticket limits, analytics access, and integrations. Users can scan each row and immediately see which plan fits their needs. (This will also prevent a lot of tickets to your customer support.)
How does the layout support this?
Keep the entire information in a stable grid with short and plain labels to prevent confusion and help the user move across the table without slowing down. Also consider soft row strips that guide the eye and reduce the feeling of scanning a wall of text.
Examples:
Bonus: Choosing a plan quiz
This isn’t a pattern or a common practice, but rather an amazing idea. You can help your users quickly choose the best possible tier for their needs with a very short quiz. Of course, all the answers to your questions should be verifiable in the table itself.
What are the common mistakes you need to avoid?
❌ Too many tiers
Offering five or six plans might feel like you’re giving options, but it usually overwhelms users. They spend more time comparing plans than deciding, which increases the chance they leave without picking anything.
❌ Vague CTAs
CTAs like Learn more or Submit leave users unsure of what happens next. Every button should match the context of the plan and feel like a natural next step. In short, the CTA button should tell your users exactly what will happen when they click it.
❌ Weak visual hierarchy
Pricing pages without a clear emphasis on prices or plan differences force users to work harder to compare. Just like in any other platform, the rules of visual hierarchy are mandatory. This includes typographic hierarchy, contrast, white space, and everything you can use to make the important parts stand out.
In this example, all three tiers are visually identical and nothing stands out in terms of typography, colors, layout, size, effects, or anything else. You can’t really tell which tier is the value proposition without reading the entire copy.
When you look at this example, you’ll notice that the only visual hierarchy that draws focus to the mid-tier is applied to the CTA button with a strong accent color. This is great! On the other hand, all tier cards have pastel color backgrounds with the same intensity, so neither of these colors stands out. Also, all three tiers have the same card size, shape, and effect, so neither stands out based on that either.
Now, here’s how Squarespace creates visual hierarchy with very little effort:
They make it obvious that the Business tier is the value proposition in two ways. The card has a drop shadow effect that elevates it in front of the rest of the tiers, creating depth. In addition, they also added a Best Value label in a blue accent color that you can’t see anywhere else in the table. A very small number of changes that make a huge difference.
❌ Confusing feature labels
Long, technical, or vague feature names can make users guess what they’re really getting. For example, instead of Advanced Asset Management, use Team Library and Version Control for your users to immediately understand the benefit. the benefit. Be as specific as possible.
❌ Overloaded micro-copy
Too many notes, footnotes, or disclaimers next to prices or features can distract users and make the page feel cluttered. Keep explanations short and relevant. Instead, you can consolidate all the footnotes you have in mind into a single Learn more link.
FAQ about pricing page patterns
How many pricing tiers should I use?
Use two or three plans as they usually cover most situations. Any more and users will start to overthink, which slows decisions and hurts conversions.
What makes a pricing page convert?
A clear hierarchy, obvious prices, one highlighted plan, and CTAs that sit close to the decision point help users act without second-guessing.
Do I need a monthly/annual toggle?
Only if your product has predictable recurring costs or if annual discounts matter. Users appreciate seeing the total for both periods without hunting for information elsewhere.
Do feature tables still help?
Yes, they do. When your product has multiple features or limits, use a features table to let users compare tiers quickly without guessing.
Actionable Checklist
✅ Highlight one plan as the default or Most Popular.
✅ Keep CTAs clear and near the relevant features or price.
✅ Use a toggle for monthly/annual pricing if savings or commitment matter.
✅ Present features in a simple table with short, plain-language labels.
✅ Use contrast and subtle visual cues to guide attention.
✅ Avoid cluttered notes or confusing micro-copy.
And there you have it!
A pricing page works best when your users can understand their options in seconds. This can happen with clear structures, a highlighted plan, simple feature tables, and a monthly/annual toggle.
Of course, the most important thing you can do is to put clarity and context first, so your pricing page becomes a tool that actually drives sign-ups.
Before you go, don’t forget to check out our other awesome UI/UX design articles! We’ve got loads of tips and inspiration to help you create stunning designs that will blow your mind.